Beruflich Dokumente
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ON
Social Responsibility of Sony Corporation
Course Title: Business Environment & Course code: BUS 201
SUBMITTED TO
Submitted by
Group: E (Recourse with 48E)
Name
Khondoker Amin Uzzaman
Alida Islam
Jenifa Mahmud
Shovon Kumar Das
Rokshana Parven
Saila Haq Urmi
Roll
1757
1731
1743
1668
1969
1563
Batch
Batch: 33(A)
Batch: 31(G)
Batch: 31(G)
Batch: 31(E)
Batch: 36
Batch: 31(C)
ID
ID: WUB01/11/33/1757
ID: WUB01/11/31/1731
ID: WUB01/11/31/1743
ID: WUB01/11/31/1668
ID: WUB01/11/36/1969
ID: WUB01/11/31/1563
Letter of Transmittal
01 Dec 2014
To
Kazi Tashkin Huda
Lecturer,
Department of Business Administration
World University of Bangladesh
Dhanmondi, Dhaka
Subject: Submission of assignment on Social Responsibility of Sony Corporation
Dear Madam,
Here is the assignment that we assigned on the topic as per your request. The assignment has
been completed by the knowledge that we have gathered from the course Social Responsibility
of Sony Corporation.
We are thankful to all those persons who provided us important information and gave us valuable
advices. We would be happy if you read the report carefully and we will be trying to answer all
the questions that you have about the assignment.
We have tried our label best to complete this assignment meaningfully and correctly, as much as
possible. We do believe that our tiresome effort will help you to get ahead with this sort of
venture. In this case it will be meaningful to us. However, if you need any assistance in
interpreting this assignment please contact us without any kind of hesitation.
Thanking you.
Sincerely Yours
Khondoker Amin Uzzaman
Batch: 33(A)
ID: WUB01/11/33/1757
Alida Islam
Batch: 31(G)
ID: WUB01/11/31/1731
Jenifa Mahmud
Batch: 31(G)
ID: WUB01/11/31/1743
Batch: 31(E)
ID: WUB01/11/31/1668
Rokshana Parven
Batch: 36
ID: WUB01/11/36/1969
Batch: 31(C)
ID: WUB01/11/31/1563
Program: BBA
World University of Bangladesh
Table of Contents
Chapter One: 1.0 All about Sony Corporation............................................................................................. 1
1.1 CEO of Sony ......................................................................................................................................... 2
1.2 Business units ...................................................................................................................................... 2
Chapter Two: 2.0 Social Responsibility ..................................................................................................... 10
2.1 Corporate social responsibility (CSR) ................................................................................................ 10
Chapter Three : 3.0 Social Responsibility or CSR of Sony Corporation .................................................... 12
3.1 CSR at Sony........................................................................................................................................ 12
3.2 Verifying Key CSR Agenda and Determining Materiality .................................................................. 13
3.3 CSR / Environment of Sony ............................................................................................................... 14
3.4 Youth were on assignment for documenting following Sonys CSR projects ................................... 16
3.5 Sony Picture The Greener Word ...................................................................................................... 18
3.6 Sony and the Environment................................................................................................................ 21
3.7 CSR Highlights ................................................................................................................................... 22
4.0 Social Responsibility of Sony Corporation in Banglades ..................................................................... 25
4.1 Model Study of Community Electrification in Bangladesh Using a Long-life Storage
Battery System ........................................................................................................................................ 25
4.2 Solving Social Issues in Urban Bangladesh by Utilizing IC Card Technology ..................................... 28
5.0 Key Findings .......................................................................................................................................... 29
6.0 Conclusion ............................................................................................................................................ 29
7.0 Reference/Bibliography ...................................................................................................................... 30
Chapter - 1
1.0 All about Sony Corporation
Sony Corporation commonly referred to as Sony, is a Japanese multinational conglomerate
corporation headquartered in Knan Minato, Tokyo, Japan. Its diversified business is primarily
focused on the electronics (TV, Gaming Consoles, and Refrigerators), game, entertainment and
financial services sectors. The company is one of the leading manufacturers of electronic
products for the consumer and professional markets. Sony is ranked 87th on the 2012 list of
Fortune Global 500.
Sony Corporation is the electronics business unit
Electronics.
The Sony Group is a Japan-based corporate group primarily focused on the Electronics (such
as AV/IT products and components), Game (such as PlayStation), Entertainment (such as motion
pictures and music), and Financial Services (such as insurance and banking) sectors. The group
consists of Sony Corporation (holding and electronics), Sony Computer Entertainment (games),
Sony Pictures Entertainment (motion pictures), Sony Music Entertainment (music), Sony/ATV
Music Publishing (music publishing), Sony Financial Holdings (financial services) and others.
Its founders Akio Morita and Masaru Ibuka derived the name from sonus, the Latin word for
sound, and also from the English slang word "sonny", since they considered themselves to be
"sonny boys", a loan word into Japanese which in the early 1950s connoted smart and
presentable young men. The company's current slogan is BE MOVED. Their former slogans were
make.believe (20092014) and like.no.other (20052014).
CEO of Sony
On February 1, 2012, Sony announced that Hirai has been appointed as President and Chief
Executive Officer, effective April 1, 2012. He was appointed to the Board at the annual
shareholders meeting on June 27, 2012.
Sony Corporation
Audio
Sony produced the world's first portable music player, the Walkman in 1979. This line fostered a
fundamental change in music listening habits by allowing people to carry music with them and
listen to music through lightweight headphones. Walkman originally referred to portable audio
cassette players. The company now uses the Walkman brand to market its portable audio and
video players as well as a line of former Sony Ericsson mobile phones.
Sony utilized a related brand, Discman, to refer to its CD players. It dropped this name in the late
1990s.
Computing
Sony sells many of its computer products using the VAIO brand. Sony
produced computers (MSX home computers and NEWS workstations)
during the 1980s, exclusively for sale in the Japanese market. The
company withdrew from the computer business around 1990. Sony
entered again into the global computer market under the new VAIO brand, began in 1996. Short
for "Video Audio Integrated Operation", the line was the first computer brand to highlight visualaudio features.
Sony faced considerable controversy when some of its laptop batteries exploded and caught fire
in 2006, resulting in the largest computer-related recall to that point in history.
3
In a bid to join the tablet computer market, the company launched its Sony Tablet line of Android
tablets in 2011. Since 2012, Sony's Android products have been marketed under the Xperia brand
used for its smartphones.
On 4 February 2014, Sony announced that it will sell its VAIO PC business due to poor sales and
Japanese company Japan Industrial Partners (JIP) will purchase the VAIO brand, with the deal
finalized by the end of March 2014. However, in a news release on the Sony Global website,
published on 5 February, the corporations states: "Sony continues to address various options for
the PC business, but Sony has no further comments."
Photography
Sony offers a wide range of digital cameras. Point-and-shoot
models adopt the Cyber-shot name, while digital single-lens reflex
models are branded using Alpha.
The first Cyber-shot was introduced in 1996. At the time, digital
cameras were a relative novelty. Sony's market share of the digital
camera market fell from a high of 20% to 9% by 2005.
Sony Alpha DSLR
Video
In 1968 Sony introduced the Trinitron brand name for its lines of aperture grille cathode ray tube
televisions and (later) computer monitors. Sony stopped production of Trinitron for most
markets, but continued producing sets for markets such as Pakistan, Bangladesh and China. Sony
discontinued its series of Trinitron computer monitors in 2005. The company discontinued the
last Trinitron-based television set in the USA in early 2007. The end of Trinitron marked the end
of Sony's analog television sets and monitors.
On 28 September 2012, Olympus and Sony announced that the two companies will establish a
joint venture to develop new surgical endoscopes with 4K resolution (or higher) and 3D
capability. Sony Olympus Medical Solutions Inc. (Sony 51%, Olympus 49%) was established on 16
April 2013.
On 28 February 2014, Sony, M3 and Illumina established a joint venture called P5, Inc. to provide
a genome analysis service for research institutions and enterprises in Japan.[38]
independently.
Launched in 1994, the first PlayStation gained 61% of global console sales and broke Nintendo's
long-standing lead in the market. Sony followed up with the PlayStation 2 in 2000, which was
even more successful. The console has become the most successful of all time, selling over 150
million units as of 2011. Sony released the PlayStation 3, a high-definition console, in 2006. It was
the first console to use the Blu-ray format, although its expensive Cell processor made it
considerably more expensive than competitors Xbox 360 and Wii. Early on, poor sales
performance resulted in significant losses for the company, pushing it to sell the console at a loss.
The PlayStation 3 sold generally more poorly than its competitors in the early years of its release
but managed to overtake the Xbox 360 in global sales later on. It later introduced the PlayStation
Move, an accessory that allows players to control video games using motion gestures.
Sony extended the brand to the portable games market in 2005 with the PlayStation Portable
(PSP). The console has sold reasonably, but has taken a second place to a rival handheld, the
Nintendo DS. Sony developed the Universal Media Disc (UMD) optical disc medium for use on
the PlayStation Portable. Early on, the format was used for movies, but it has since lost major
studio support. Sony released a disc-less version of its PlayStation Portable, the PSP Go. The
company went on to release its second portable video game system, PlayStation Vita, in 2011
and 2012. Sony launched its fourth console, the PlayStation 4, on 15 November 2013.
On 18 March 2014, at GDC, President of Sony Computer Entertainment Worldwide Studios
Shuhei Yoshida announced their new virtual reality technology dubbed Project Morpheus for
PlayStation 4. The headset, still in prototype form, will bring VR gaming and non-gaming software
to the company's new console.
Sony Music Entertainment (also known as SME or Sony Music) is the second-largest global
recorded music company of the "big four" record companies and is controlled by Sony
Corporation of America, the United States subsidiary of Japan's Sony. The company owns full or
partial rights to the catalogues of Michael Jackson, The Beatles, Usher, Eminem, Akon, and
others.
In one of its largest-ever acquisitions, Sony purchased CBS Record Group in 1987 for US$2 billion.
In the process, Sony gained the rights to the catalogue of Michael Jackson, considered by the
8
Guinness Book of World Records to be the most successful entertainer of all time. The acquisition
of CBS Records provided the foundation for the formation of Sony Music Entertainment, which
Sony established in 1991.
In 2004, Sony entered into a joint venture with Bertelsmann AG, merging Sony Music
Entertainment with Bertelsmann Music Group to create Sony BMG. In 2005, Sony BMG faced a
copy protection scandal, because its music CDs had installed a controversial feature on users'
computers that was posing a security risk to affected users.[citation needed] In 2007, the
company acquired Famous Music for US$370 million, gaining the rights to the catalogues of
Eminem and Akon, among others.
Sony bought out Bertelsmann's share in the company and formed a new Sony Music
Entertainment in 2008. Since then, the company has undergone management changes.
Environmental record
In November 2011, Sony was ranked 9th (jointly with Panasonic) in Greenpeace's Guide to
Greener Electronics. This chart grades major electronics companies on their environmental work.
The company scored 3.6/10, incurring a penalty point for comments it has made in opposition to
energy efficiency standards in California. It also risks a further penalty point in future editions for
being a member of trade associations that have commented against energy efficiency standards.
Together with Philips, Sony receives the highest score for energy policy advocacy after calling on
the EU to adopt an unconditional 30% reduction target for greenhouse gas emissions by 2020.
Meanwhile, it receives full marks for the efficiency of its products. In 2007, Sony ranked 14th on
the Greenpeace guide. Sony fell from its earlier 11th place ranking due to Greenpeace's claims
that Sony had double standards in their waste policies.
Since 1976, Sony has had an Environmental Conference. Sony's policies address their effects on
global warming, the environment, and resources. They are taking steps to reduce the amount of
greenhouse gases that they put out as well as regulating the products they get from their
suppliers in a process that they call "green procurement". Sony has said that they have signed on
to have about 75 percent of their Sony Building running on geothermal power. The "Sony Take
Back Recycling Program" allow consumers to recycle the electronics products that they buy from
Sony by taking them to eCycle (Recycling) drop-off points around the U.S. The company has also
developed a biobattery that runs on sugars and carbohydrates that works similarly to the way
living creatures work. This is the most powerful small biobattery to date.
In 2000, Sony faced criticism for a document entitled "NGO Strategy" that was leaked to the
press. The document involved the company's surveillance of environmental activists in an
attempt to plan how to counter their movements. It specifically mentioned environmental
groups that were trying to pass laws that held electronics-producing companies responsible for
the cleanup of the toxic chemicals contained in their merchandise.
Chapter - 2
2.0 Social Responsibility
Social responsibility is an ethical framework which suggests that an entity, be it an organization
or individual, has an obligation to act for the benefit of society at large. Social responsibility is a
duty every individual has to perform so as to maintain a balance between the economy and the
ecosystems. A trade-off may exist between economic development, in the material sense, and
the welfare of the society and environment. Social responsibility means sustaining the
equilibrium between the two. It pertains not only to business organizations but also to everyone
whos any action impacts the environment. This responsibility can be passive, by avoiding
engaging in socially harmful acts, or active, by performing activities that directly advance social
goals.
Businesses can use ethical decision making to secure their businesses by making decisions that
allow for government agencies to minimize their involvement with the corporation. For instance
if a company follows the United States Environmental Protection Agency (EPA) guidelines for
emissions on dangerous pollutants and even goes an extra step to get involved in the community
and address those concerns that the public might have; they would be less likely to have the EPA
investigate them for environmental concerns. A significant element of current thinking about
privacy, however, stresses "self-regulation" rather than market or government mechanisms for
protecting personal information. According to some experts, most rules and regulations are
formed due to public outcry, which threatens profit maximization and therefore the well-being
of the shareholder, and that if there is not outcry there often will be limited regulation.
Critics argue that Corporate social responsibility (CSR) distracts from the fundamental economic
role of businesses; others argue that it is nothing more than superficial window-dressing; others
argue that it is an attempt to pre-empt the role of governments as a watchdog over powerful
corporations though there is no systematic evidence to support these criticisms. A significant
number of studies have shown no negative influence on shareholder results from CSR but rather
a slightly negative correlation with improved shareholder returns.
governments. There is no clear-cut definition of what CSR comprises. Every company has
different CSR objectives though the main motive is the same. All companies have a two point
agenda- to improve qualitatively (the management of people and processes) and quantitatively
(the impact on society). The second is as important as the first and stake holders of every
company are increasingly taking an interest in the outer circle-the activities of the company
and how these are impacting the environment and society.
CSR Approaches
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Chapter - 3
3.0 Social Responsibility or CSR of Sony Corporation
Our companies are known for creating products that enrich people's lives. Through Sony
Corporation of America and its operating companies, were equally dedicated to improving
people's lives. Our commitment extends to helping local communities, fostering better
educational systems, supporting the arts and culture, helping disadvantaged youth, protecting
and improving the environment and encouraging employee volunteerism.
Our strategic philanthropy and corporate social responsibility (CSR) efforts are aligned to our key
businesses and focus on three distinct areas: arts and culture, technology and the environment,
with a particular emphasis on education in each of those areas. We are also quick to provide
assistance when large-scale disasters strike. We've helped victims of major hurricanes,
earthquakes, tsunamis and wildfires and other natural disasters.
The notion of corporate citizenship is deeply embedded in the culture of Sony in America. We're
proud of the programs and partnerships that have touched thousands of lives throughout the
U.S. and of the thousands of Sony employees who have given generously of themselves in
support of our goals.
12
Sony's corporate
responsibility
reflect its
implementing
practices;
realize products,
content that
excite; assisting
in which we
helping to shape
sustainable
believes that
both benefit
enhance
social
(CSR) activities
philosophy of
sound business
innovating to
services and
inspire and
the communities
operate; and
a better, more
society. Sony
these activities
society and
corporate value.
13
Sony encourages talented students, including participants of the Sony World Photography
Awards Student Focus programme living in communities nearby Sony's CSR projects to take part.
Cameras and equipment donated by Sony will be used at their school to sustain further
educational opportunities.
14
Programme Outline
Programme Outline
By documenting the work being undertaken by various NPOs worldwide, the Youth on
Assignment programme provides aspiring photographers and videographers with a training
ground in which to take their first steps towards realizing career ambitions and dreams. The
programme also provides them with an opportunity to see and learn about global issues and to
use their skills as photographers and videographers to instigate social change.
15
3.4 Youth were on assignment for documenting following Sonys CSR projects
Nina Grindlay
and schools with initiative of local NPO SAPESI. Using photographic equipment donated by Sony,
each school recorded activities in its community throughout the year.
17
The Sony World Photography Awards is one of the worlds largest photography competitions.
They provide an opportunity for international exchange among professional, amateur and
student photographers. Sony has sponsored these awards since 2007.
Sony Pictures has teamed up with numerous non-profits and other organizations
dedicated to advancing environmental causes that promote and inspire more green
practices in the communities where we live and work.
This small sampling of relationships demonstrates the broad range of activities and
partners Sony Pictures engages with each year in our efforts to maximize sustainable
practices both in our business and in our communities. Some of the groups the company
supports include:
TreePeople - For more than a decade, Sony Pictures has provided support for TreePeople
through the Sony Pictures Urban Green Fund. The fund provides resources for the
company's employees to become trained Citizen Foresters and to develop tree planting
projects in their communities. Sony Pictures is also a sponsor of TreePeople's Parks
Program, a partnership that will continue through 2013 and help expand its work in
neighborhoods through the planting and caring for trees in parks. The company was a
proud Tree Honoree at the organization's 2010 An Evening Under the Harvest Moon,
where it was recognized for "longstanding commitment to environmental sustainability
and picturing a greener world."
Habitat for Humanity - Two projects were completed with Habitat for Humanity of
Greater Los Angeles, including a 10-unit development consisting of five duplexes which
18
were slated to be the first LEED certified housing development in the city of Lynwood.
Sony Pictures has donated to Habitat for Humanity over a thousand tons of set material
and props, which are used in the construction of new homes or sold in HoHs Home
Improvement Store located in Gardena.
Alliance for Climate Education (ACE) - The movie Bad Teacher was shot on location at
three schools in Los Angeles, California. ACE, The Environmental Media Association and
Sony Pictures came together to bring educational lectures to these schools and start a
gardening program at two of them. The company also funded school trainings and
lectures across Los Angeles.
California State Parks - Sony Pictures' employees volunteered with the California State
Parks, Los Angeles Audubon Society and interns from the Dorsey High School Baldwin Hills
Greenhouse Program on a park restoration project at the Baldwin Hills Scenic Overlook
located in Culver City. Over 150 employees and Dorsey High School students removed
invasive plants from the hillside and helped to restore the Overlook to its natural habitat.
Volunteers removed over 2000 cubic feet of non-native plant material from the park.
Sony Pictures Entertainment's Global Corporate Social Responsibility handles the studio's
strategic philanthropic efforts, cultural participation and community outreach activities with
particular emphasis on the company's involvement close to home here in Culver City. Sony
Pictures is dedicated to arts education initiatives, workforce development, the environment and
celebrating diversity.
Sony Pictures Entertainment is firmly committed to the principles of good corporate citizenship.
While our business is to create outstanding entertainment for audiences worldwide, we feel
equally responsible for making a positive impact on the quality of life in and around our
community.
19
We also recommend all shows contract with a green caterer and eliminate all disposable water
bottles from set. The information is incorporated as part of the Sony Pictures greenhouse gas
inventory towards the company's 2016 and 2020 carbon goals. Additionally, this information is
used to target our reductions activities and to find and share best practices with future
productions. Because no two productions are alike, many Sony Pictures shows have come up
with creative ways to be more sustainable, from re-using shoeboxes to fill out shopping bags that
characters carry (Rules of Engagement) to offering on-set battery recycling for the crew
(Community) to break dancing across a reclaimed-wood dance floor (Battle of The Year)!
20
21
backlight brightness frame by frame to avoid wasting energy. Similarly, backlighting is reduced
for dark scenes such as evening scenes which also produces deeper blacks.
Plastic SORPLAS
22
Compliance
Ethical business conduct and compliance with applicable laws and regulations are fundamental
aspects of Sony's corporate culture. To this end, Sony has established a Global Compliance
Network comprised of the Compliance Division at the corporate headquarters, a global
compliance leadership team and regional compliance officers around the world. Additionally, it
has adopted and implemented the Sony Group Code of Conduct, and set up Compliance Hotline
systems through its Global Compliance Network. Sony has taken these actions in order to
reinforce the Company's worldwide commitment to integrity and help assure resources are
available for employees to raise concerns or seek guidance about legal and ethical matters.
Human Resources
Sony endeavors to create a rewarding corporate climate that supports the efforts of a diverse
range of employees.
Since its establishment in 1946*, Sony has sought to remain at the forefront of technological
development, building continuously on its achievements to create new lifestyles for people
everywhere. Sony has also fostered groundbreaking new businesses, adopting an innovative
approach to this challenge that exceeds national and regional boundaries. In these efforts, Sony
recognizes its employees to be one of the most crucial aspects of its corporate foundation.
To fulfill its commitment to providing uniquely Sony products, services and user experiences that
inspire dreams, excite curiosity and enrich lives, Sony acknowledges the importance of securing
and fostering talented employees with a wide range of values and personalities, irrespective of
nationality, culture, race, gender, age, or the presence or absence of physical limitations. Guided
by the concepts of diversity and inclusion, Sony recruits individuals from various backgrounds.
Sony also strives to create positive working environments and opportunities that enable
individuals with diverse backgrounds to fulfill their potential by learning from one another,
believing these to be essential to a rewarding corporate climate.
23
activities on such topics as respect for human rights, safety of products and services,
environmental conservation and information disclosure.
The Code of Conduct has been adopted and implemented by each Sony Group company globally
and is the subject of frequent "tone from the top" messaging and other training. To date, the
document has been translated into 26 languages.
The Sony Group Code of Conduct reflects principles set out in the Organization for Economic Cooperation and Development (OECD) Guidelines for Multinational Enterprises, the United Nations
Global Compact and the United Nations Universal Declaration of Human Rights. Sony also
participated in the formulation of and observes the standards outlined in the Charter of
Corporate Behavior of the Keidanren (Japan Business Federation), an alliance of Japan's leading
corporations.
Responsible Sourcing
In recent years, stakeholders have grown increasingly aware of the importance of companies
fulfilling their overall responsibilities to society as corporate citizens, including managing their
supply chains in a responsible manner. In response to stakeholder concerns, Sony is working with
its suppliers to address issues related to human rights, labor conditions, health and safety, and
environmental protection at the production sites of outsourcing partners and parts suppliers, as
well as in its procurement of minerals and other raw materials.
company receive environmental training and have access to other self-development programs to
help raise environmental awareness.
25
To improve living conditions and hygiene through the electrification of an unelectrified area
Project Overview
Research Overview:
I.
II.
III.
IV.
Store renewable energy generated by a solar PV system in Sony's long-life storage battery
system.
Transfer the stored energy to portable batteries and delivere to 100 households in an
unelectrified area to supply power.
This energy enables to replace kerosene lamps with LED light bulbs which consume lower
energy. (A portable battery powers a 2-watt LED light bulb for approximately 15 hours.)
Residents can work and study indoors even after sunset. Indoor air contamination is also
reduced, thereby enhancing living environments.
26
Benefits:
Be able to charge the long-life storage battery system with solar power generation during
daylight hours. The stored energy will be divided into portable batteries and are delivered
to the village to supply power for use at night.
Residents can work and study indoors even after sunset, which leads to an improvement
in residents' quality of life.
Inside the houses, air contamination by kerosene lamps is reduced.
The power is also used to charge widely used mobile phones and enhances convenience.
Secondary benefits:
The project employed InfoLady consultants to deliver portable batteries to each household and
undertake programs to promote the uptake of the system. The InfoLady program is managed by
a local NGO, and can be described as "a consultation-based assistance program carried out for
women and by women." By utilizing the InfoLady program, the project promoted increased
employment of local women and contributed to their empowerment.
Based on knowledge gained in the study conducted by Sony Energy Devices Corporation, Sony
Corporation and cooperating organizations as outlined above, Sony has begun from May 2014
considering the feasibility of developing a new business in partnership with local companies.
To help solve such problems, an IC card-based system using FeliCa technology was introduced in
2011 to replace paper tickets. In addition to improving convenience for passengers, it realized
speedy boarding and alighting time, utilizing incoming and outgoing records to optimize bus
operation management, and the system has also contributed to the alleviation of traffic jams and
made fare collection more transparent.
28
Going forward, Sony pledges to continue working to better understand the expectations of its
stakeholders and to address the challenges and opportunities identified through the materiality
assessment.
6.0 Conclusion
Sony recognizes that ensuring its customers' satisfaction, reliability and trust is one of its most
important management tasks and strives to prevent quality-related problems through the
systems and efforts described above.
Sony responds swiftly in the event of a quality-related issue, with local operations, the business
unit in charge and Sony's headquarters in Japan working together to investigate facts and take
appropriate action on a global scale. When such an issue arises, Sony also seeks to address the
concerns of customers, following a process common to all Sony products: conducting various
inspections, determining the content and timing of public announcements, and responding to
market concerns. This process starts with the gathering of information from Customer Service
Centers worldwide and collaboration with concerned local parties to ensure an accurate grasp of
the issue. Based on information collected, Sony then works to determine the correct response by
identifying the cause of the issue, implementing countermeasures and promptly verifying the
effectiveness thereof, and reviewing the issue from the customer's perspective. Sony also
cooperates with individuals in charge of CS at sites in each country to ensure the same level of
service is provided to customers the world over.
29
7.0 Reference/bibliography
1.
2.
3.
4.
5.
30