Sony's innovation strategy

Résumé du document

Sony was created in May 1946 by A. Morita and was at this time called Foundation of Tokyo Telecommunication of Engineering. So at the beginning, Sony was a little firm which has obviously became today a global firm.
This firm called a Kereitsu in Japan was locate in Tokyo at the tie of its creation but nowadays as a global firm is located all around the world.
Today Sony is managed by Ryoji Chubachi, the Executive officer and the Executive Deputy President Katsumi Ihara.
The firm is today specialized in Audio, Video, television, information and communication, semi conductors and electronic components.
It employed today 1 514 000 workers all around the world and this year in 2005 has made 7 159 600 million Yen of sales .In order to resume Sony's strategy, we can say that it is based on innovation first. Indeed, before being a global firm, Sony took the innovations as a factor of development and achievement.
So in 1950 Sony created the Video Tape Recorder, then in 1979 they created what for they are famous nowadays: the Walkman. Sony today continues to innovate and created new products for the public as the Playstation in 1994 and today the new Walkman.

Extraits

[...] Sony is in a very disturbed sector with a lot of competition. We can think about Philips, Samsung, Apple The fact is that in the domain of new technologies, firms always have to stay competitive because if they have too much delay, they cannot stay the race”. We can think for instance about Ericson, which has been bought out by Sony and has no success anymore concerning its sell-phones. They have been overtaken by other brands such as Samsung In this firm, where everything is based on innovation, the most important factor is Research and Development. [...]

[...] Then we can optimize the production process. Instead of changing all the processes, it will be more interesting and more economic to adapt these processes: don't change each machines and spend a huge amount but up grade machines which were use for precedent innovation. Finally, the optimization can be made through the commercialization: as we know like Each steps of marketing is today always changed and adapted to the market. The packaging and advertising are very important to increase the possibility of selling. [...]

[...] To improve skills of each worker the company needs to have a corporate spirit indeed the investment of employees increase. The company needs to accept failure too and accept to reward each good idea. The goal is to increase each motivation. [...]

[...] Sony's innovation strategy I-Creating a technological innovation An innovative Kereitsu Sony was created in May 1946 by A. Morita and was at this time called Foundation of Tokyo Telecommunication of Engineering. So at the beginning, Sony was a little firm which has obviously became today a global firm. This firm called a Kereitsu in Japan was locate in Tokyo at the tie of its creation but nowadays as a global firm is located all around the world. Today Sony is managed by Ryoji Chubachi, the Executive officer and the Executive Deputy President Katsumi Ihara. [...]

[...] II- Implementing and managing innovation Which resources and how supply a project? In order to realize a project, Sony needs different resources: We can take the example of the new Sony Walkman which has been launched a few weeks ago. The first step was to study the market, the concurrency and to create a product adapted to consumer needs. Then they need to finance research and development. Their strategy is to make profit with their precedent innovations (Play Station which has generated 60% of Sony's profit, Blue Tooth Technology ) and to invest these profits in Research and Development. [...]