Pages: 19 (4624 mots) Publié le: 13 mars 2011
Sony Innovation: Past, Present and Future


Sony America is:

• A leading audio-visual electronics and information technology company in the US and worldwide
• A leading music company in the US and worldwide
• The co-developer of the CD, DVD, and SACD; the developer, manufacturer, and marketer of PlayStation
• The inventor of a wide range of consumeraudio-visual products

In the competitive electronics market within the United States, Sony has managed to dominate. Sony Electronics is the largest segment of Sony America. The company has seen almost constant growth since 1960.

Throughout the company’s time here in the U.S., it has introduced numerous products that have revolutionized the electronics industry. The Sony Trinitron television andthe Walkman personal stereo have become the industry leaders. There are future products on the horizon, such as the VIAO, CLIO, and Sony’s line of digital cameras, which stand to once again raise the bar.

Developing and producing these products for Sony is a 21,000 person workforce. Sony encourages these team members to innovate, take risks, and exceed the customer’s expectations. The workthese talented individuals did led to nearly $14 billion in sales this past year. In a 2000 poll, Sony was recognized as the number one brand name in America, beating out Ford, Coca-Cola, and Disney.

Sony also invests a great deal in the community and their relationship with both their customers and their employees. Corporate ethics play a big part in every day at Sony. They have developed anEthics-in-Action program which is designed to train all levels of Sony workers in how to remain honest, trustworthy and fair.


The defining and analysis of past, present, and future systems, programs, and structures which influence creativity and innovation - all in order to define changes and opportunities in innovation to further company success in the market.

This auditwill focus on innovations concerning Sony America, and, more specifically, Sony Electronics.


A New Foundation - Changing Management Structure to Remain Innovative
The growth of IT and the shift from analog to digital technology have been continuous. Sony's 50th anniversary was embarked as the start of a new digital age. Sony reorganizedits management structure to enhance its divisional company system in order to respond more rapidly to market change and to create a structure that facilitated the development of new businesses.

Sony realizes that future product planning has to take the form of system planning. They have now restructured their corporate structure to a horizontal system rather than vertical system for the firsttime in their 50-year history in order to speed up decision making and market responsiveness. By internalizing much of the technological advances, Sony put itself in a strong position to fulfill its goals and objectives. Sony has only been able to achieve this by being prepared to change and adapt from within.

Sony Strength - Establishing New Venues for Innovation

In 1995 Sony announced theestablishment of a long-term technology agreement with Intel Corp., the largest manufacturer of microprocessors for computers in the US. Sony's strengths of AV hardware and software are now combined with Intel's strengths of semiconductor and computer technology. Since this agreement in 1995, Sony has introduced the revolutionary DVD and DVD player.

Digital Dream Kids - Anticipation withInnovation
Digital Dream Kids reflects Sony's commitment to realizing dreams through digital technologies. The "digital dream kids" are the future customers - at all levels of Sony, employees become "dream kids" to continue creating new products that will meet the future customers' expectations with new and fresh aspirations. To harness the potential of digital technology, Sony will identify the...
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