We use cookies to give you the best experience possible. By continuing we’ll assume you’re on board with our cookie policy

Sony Case Study

The whole doc is available only for registered users

A limited time offer! Get a custom sample essay written according to your requirements urgent 3h delivery guaranteed

Order Now

The purpose for this paper is to analysis the case of Sony Corporation, which is a leading transnational media manufacturer of electronics, music and film entertainment and videogame technology. (Gershon, 2002) There are three main parts in this paper. Part I. evaluates how the different factors of the environment and the organisational design effect Sony’s strategic direction. Part II. examines how innovation and change process directed and facilitated at Sony. Part III. discusses how does Sony’s culture reinforce the structure and strategy of the organization. The analysis is based on Gershon’s (2002) article of Sony’s case study and other theoretical research in the field. Introduction

As a leading transnational media corporation (TNMC), Sony is considered one of the world’s most successful companies operating in to “electronics, games, music, films and financial services” industry (Hanson at al, 2001)

How different factors of environment integrate effectively in Sony’s strategic direction How organisation structure and design aspects integrate effectively in Sony’s strategic direction

Innovation and change process at Sony
Mintzberg (2003) identified that the “one best way” for organisations or “contingency approach” are no longer enough to base a strategic change around. Mintzberg instead believes that structure and strategy exist interdependently and influence each other. He identified that every activity revolves around the division of labour and the coordination of tasks, and the way this is done shapes a company’s structure. Mintzberg believed that situational factors influence the choice of the structure and strategy design such as age, size, environment, power and technical system.

According to Mintzberg Sony are restructuring into an innovative organisation as they have a number of support staff such as the innovative workers, and they are centralized with their decision-making. Sony is attempting to re-establish their internal progression through innovation with their new strategy. Organisations need to adapt to changing environmental conditions to develop (Herber et al, 2003), Sony appointed Stringer to keep up with the dynamism of the environment. Herber at al identified six new organisational forms that companies can develop into depending on company goals and authority relations on the one hand and the nature of changing market and technology on the other.

Sony’s new strategy has developed around a centralized decision making system and one that relies on innovation from all workers while their goal is for growth and market leadership in a highly dynamic market and technological environment. Therefore Herber at al would regard Sony as a “Sense and respond Organisation” where they meet ever changing needs and wants of the customer and work on the premise that unpredictable change is inevitable, while using ideas and information from all levels of the company, in this Sony are building upon their core competences. Due to Sony operating in a dynamic environment they are unable to be based around positional concepts and therefore act to capitalise on their core competencies, a more “inside-out” corporate strategy where emphasis is placed on developing and building upon core resources.

The culture at Sony reinforce the structure and strategy

Related Topics

We can write a custom essay

According to Your Specific Requirements

Order an essay
Materials Daily
100,000+ Subjects
2000+ Topics
Free Plagiarism
All Materials
are Cataloged Well

Sorry, but copying text is forbidden on this website. If you need this or any other sample, we can send it to you via email.

By clicking "SEND", you agree to our terms of service and privacy policy. We'll occasionally send you account related and promo emails.
Sorry, but only registered users have full access

How about getting this access

Your Answer Is Very Helpful For Us
Thank You A Lot!


Emma Taylor


Hi there!
Would you like to get such a paper?
How about getting a customized one?

Can't find What you were Looking for?

Get access to our huge, continuously updated knowledge base

The next update will be in:
14 : 59 : 59