Akio Morita - The Man Who Made Sony
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ICMR HOMsE | Case Studies Collection
Case Details:
Case Code : LDEN005
Case Length : 12 Pages
Period : 1921-1994
Pub Date : 2002
Teaching Note :Not Available
Organization : Sony
Industry : Consumer Electronics
Countries : Japan
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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"Morita, a brilliant marketer, transformed Sony into an
international presence. In the process, he matured into an irresistibly
charismatic advocate of Japan's business interests."
- John Nathan in 1999.
"Morita was instrumental in leading Sony in the areas of
marketing, globalization, finance and human resources. Morita also spearheaded
Sony's entry into the software business and he contributed to the overall
management of the company."
- www.sony.com.
Introduction
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In 1994, Akio Morita (Morita), the co-founder of Sony Corporation (Sony),
resigned from the post of the Chairman, following a paralytic stroke. Morita had
spent almost half a century with the company, during which he positioned Sony as
the world's most successful consumer electronics company. Acknowledging his
contributions, an analyst remarked, "He had personally played a leading role in
transforming Japan's economy from post-World War II shambles to a superior
player in the global marketplace."
In 2002, Sony was ranked 37 on the Fortune 500 global list, with revenues of
$60.61 billion. Under Morita's leadership, Sony continuously innovated new
products and technologies.
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The company also adopted innovative marketing strategies and introduced many
new products like compact discs, digital audiotapes, mini discs,
PlayStations, DVDs, MPS Memory sticks, etc.
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Sony became a product leader and was also considered one of the most
creative and innovative companies in the world. Morita was credited with the
creation of Sony's most popular innovation - 'Sony Walkman' - the portable
tape recorder.
He was also credited with many other innovative products. By blending the
western style of management with the Japanese style, Morita was able to
provide considerable competitive advantage to Sony.
Morita was an excellent marketer, who emphasized the need for brand building
of Sony's products. |
Akio Morita - The Man Who Made Sony
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