Believe that curiosity is the key to creativity.Believe that anything you can imagine,

You can make real

Ashley MoiseCarolina Pedreros

Kellie PierceAlejandro Quiroga

MISSION:“ To become a global leading provider of networked consumer electronics, entertainment and services.”

VISION:“We invite new thinking, so even more fantastic ideas con evolve. We can take chances. We exceed expectations. We help dreamers dream.”

Mission and Vision

History

Headquartered in Tokyo, JapanMay 7, 1946, Akio Morita and

Masuru Ibuka founded Tokyo telecommunications engineers in Minato, Japan.

World’s 5th largest media conglomerate

Consumer Products and Services Group

Professional Device and Solutions Group

Pictures Music Financial Services Sony Ericsson

Sony’s Six Operating Segments

How can Sony continue to improve their business

performance after their cultural organizational change?

Problem Statement

Originated in Japanese culture

Between 1997-2001 Sony saw a steady increase in sales and revenue

Starting in 2001 Sony went through a corporate reorganization

Sony went through another corporate reorganization in 2009

Historical Background

Main Players

Akio Morita and Masaru Ibuka Co-founders of Sony

Nobuyuki Idei: former Chairman and Group

Chief Executive Officer of  Sony Corporation until the 7th March 2005

Lagging in innovation

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Reorganization of Sony Culture

Need to realign its organizational structure Even though Sony is a huge company now,

the company wanted to maintain the spirit of being “a small venture company”

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Japanese Culture

“…But Sony’s culture is a mix of very Japanese thinking and not very Japanese thinking.  In a sense we are very free.  We are not forced to do anything as long as we are doing a good job.  You really have freedom in Sony.  If you’re innovative, you are given new opportunities.  Some people who may not really be suited for anything in other companies can still survive in Sony.  They will be given an opportunity to try to realize their dream...

Ryōji Chūbachi.

Related Literature

Moved from Ethnocentric to Regio-centric predisposition: A philosophy of management whereby the firm

tries to blend its own interests with those of its subsidiaries on a regional basis.

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Faster innovation New ideas Produce products at a

lower cost Outsourcing

Solutions & Implementation

Need for diversity Promote CSR to gain customer loyalty

Solutions & Implementation

HTTP://WWW.SONYFOUNDATION.ORG.AU/WHAT-WE-DO.PHP

Should pay more attention to their rivals:

1. Reposition focus to what customers want

2. Identify true meaning of the Sony brand

3. Product innovation

Solutions & Implementation

Continue expansion and adapt to change

Focus on integration software and hardware vs.

production

Not only focus on a product diversify the products

portfolio.

Bridge the gap between Japanese culture and the

new digital age

Implications for Future Use

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