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Sony - Organizational Behaviour

In: Business and Management

Submitted By zee666
Words 2631
Pages 11
Organizational Behavior

Name: Zeeshan

Introduction

Sony Corporation is a Japanese multinational company based in Tokyo, Japan. Its vastly spread out business is mainly focused on the gaming, electronics, financial and entertainment services sectors. The company is one of the top manufacturers of electronic products for the consumer and professional markets. Sony is ranked 87th on the 2012 list of Fortune Global 500

To understand the company better we will now analyze the way changes have taken place, what were they’re reasons and how the company responded to it. Changes are not always the best thing but many businesses need to adapt to them to make changes.

Types of changes that have occurred in Sony

Strategic Changes

Nobuyuki Idei , former Chairman and Group Chief Executive Officer of Sony Corporation (until the 7th March 2005) Idei was appointed and initiated a major shift from analogue to digital technology, as there was a belief that Sony was lacking behind in the market in this respect. Idei also targeted the top position in the audio and visual industry, a universal standard in home computer devices and a new distribution infrastructure. He believed his job was the ‘regeneration of the entrepreneurial spirit’ believing it had been lost.
Sony’s problems continued and were ‘most obvious in its core electronic business, which makes up for two-thirds of its income’ as the consumer devices such as DVD players, Televisions and music players came under immense price pressure and Sony did not come up with any more exciting new gadgets to increase profits . Idei resigned after many hurdles he faced and handed the authority to Welsh-born American Howard Stringer, a former television executive. Prior to joining Sony, Mr. Stringer had a distinguished 30-year career as a journalist, producer and executive at CBS Inc.
Stringer aimed to unite...

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