SONY CORPORATIONAbout Sony
Sony is a multinational conglomerate corporation and the world's largest mediaconglomerate with revenue of US$72 billion (as of fiscal 2003). Its principal business operationsinclude Sony Corporation (Sony Electronics in the U.S.), Sony Pictures Entertainment, SonyComputer Entertainment, Sony BMG Music Entertainment, Sony Ericsson and Sony FinancialHoldings. Sony is also a leading manufacturer of electronics, video, communications, videogame consoles and information technology products for the consumer and professional markets.These make Sony one of the most comprehensive entertainment companies in the world. Thecompany's slogan is “Sony. Like no other”.
History and Culture
The current Sony Corporation has a unique culture which is firmly rooted in her historyespecially in relationship to her two founders, Masaru Ibuka and Akio Morita. Ibuka and Moritawere both dedicated electrical engineers and geniuses above their business talents. Both gaveinsights and visions in what the company should make and how it should be made. Ibuka,especially, gave constant advice and suggestions to the engineers involved in projects from theearlier on transistor radios to Walkmans. This created the umbrella strategy in which Sonyoperates under where the top management, especially Ibuka, Morita and now Norio Ohga gavethe general direction in which the lower engineers actively learned, developed and improved onthe vision/idea. Therefore, although there is a planned direction, the actual product developmentthrough launching is emergent with great flexibility. Although the research and development section of Sony differs greatly from other companies with its great flexibility, Sony, in its essence is still a traditional Japanese company inmany ways. There is life-time employment, with strong norms and values which in turn createstrategies through their actions. Status is given (the crystal award) instead of bonuses (notsignificant amount) for superior achievement. There is also the strong seniority system such asthe mentor and apprentice relationship that is typical of a Japanese firm. All this can be classifiedas the cultural school in which strategy formation is of collective behaviour. Collective visionand stress on human resource, which is typical of many Japanese, can be clearly seen in themission statement "Management Policies".
Sony has a variety of products ranging from electronic devices, games and entertainment.Briefly, Sony’s products can be categorized in the following major product categories:
Television and ProjectorsHome videoHome AudioHome Theatre systemDigital PhotographyHand cam video cameraComputer PeripheralPortable AudioGameIn-Car entertainmentMobile phonesStorage and Recording mediaBatteries and Charger Other Accessories