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c c 



 
commonly referred to as 
, is a
Japanese multinational conglomerate corporation headquartered in Minato, Tokyo,
Japan and the world's fifth largest media conglomerate?
with revenue exceeding ¥ 7.730.0 trillion, or US$77.20 billion (FY2010). Sony is one of
the leading manufacturers of electronics, products for the consumer and professional
markets.

Sony Corporation is the electronics business unit and the parent company of the Sony
Group, which is engaged in business through its eight operating segments ± Consumer
Products & Devices (CPD), Networked Products & Services (NPS), B2B & Disc
Manufacturing (B2B & Disc), Pictures, Music, Financial Services, Sony Ericsson and All
Other. These make Sony one of the most comprehensive entertainment companies in
the world. Sony's principal business operations include Sony Corporation (Sony
Electronics in the U.S.), Sony Pictures Entertainment, Sony Computer
Entertainment, Sony Music Entertainment, Sony Ericsson, and Sony Financial. As a
semiconductor maker, Sony is among the Worldwide Top 20 Semiconductor Sales
Leaders.

Its founders Akio Morita and Masaru Ibuka derived the name from R R, 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. It was chosen for its simple pronunciation
that is the same in any language.
COMPANY CULTURE

The first and primary motive for setting up this company was to create a stable work
environment where engineers who had a deep and profound appreciation for
technology could realize their societal mission and work to their heart's content. Since
its founding in 1946, Sony has always sought to create innovative products that inspire
new lifestyles. The Sony founders Ibuka and Morita instilled a spirit of challenge for
making unique products that had not yet existed and a strong will to give happiness and
excitement to people. This is Sony's DNA which still thrives after 60 years.

    


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Sony culture emphasizes "a spirit of freedom and open-mindedness," and a fighting
spirit to innovate. Founder Masaru Ibuka crafted this vision in Sony's Founding
Prospectus, and the philosophy is embedded in the company DNA, embodied in their
employees, and seen throughout its history.

Sony aims to create a workplace that inspires employees to pursue new challenges and
grow by realizing their creative and innovative potential. Sony also strives to further
enhance motivation and encourage personal growth through on-the-job learning, as well
as access to a variety of programs tailored to different regional needs, including
education for next-generation business leaders, management skill improvement
training, and training aimed at enhancing the abilities and skills of individual employees.
The Sony Group is primarily focused on the Electronics (such as AV/IT products &
components), Game (such as PlayStation), Entertainment (such as motion pictures and
music), and Financial Services (such as insurance and banking) sectors. Not only do
they represent a wide range of businesses, but they remain globally unique. Their aim is
to fully leverage this uniqueness in aggressively carrying out our convergence strategy
so that they can continue to emotionally touch and excite our customers.

Sony has various businesses globally to provide products and services that meet
customer requirements in terms of satisfaction, reliability and trust. To better understand
Sony¶s culture it is important to know the following:

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a) To establish of an ideal factory that stresses a spirit of freedom and open-
mindedness, and where engineers with sincere motivation can exercise their
technological skills to the highest level
b) To reconstruct Japan and to elevate the nation's culture through dynamic
technological and manufacturing activities;
c) To promptly apply highly advanced technologies which were developed in various
sectors during the war to common households;
d) To rapidly commercialize superior technological findings in universities and research
institutions that are worthy of application in common households;
e) To bring radio communications and similar devices into common households and to
promote the use of home electric appliances;
f) To actively participate in the reconstruction of war-damaged communications
network by providing needed technology;
g) To produce high-quality radios and to provide radio services that are appropriate for
the coming new era;
h) To promote the education of science among the general public.

Basic philosophy and policy of Sony are:

Sony is committed to improving product quality and quality management.

Sony is taking various steps to improve its responsiveness and service capabilities
with the aim of enhancing customer satisfaction

Sony has identified "usability" as an essential aspect of product quality and is taking
steps aimed at making it easier for people to use Sony products and services.

Sony is seeking to introduce CSR management in production process through our


supply chain that includes human rights, labour, and environmental protection.
Cultural changes


  
is a joint venture established on October 1,
2001 by the Japanese consumer electronics company Sony
Corporation and the Swedish telecommunications
company Ericsson to manufacture mobile phones. The stated
reason for this venture is to combine Sony's consumer electronics expertise with
Ericsson's technological knowledge in the communications sector. Both companies
have stopped making their own mobile phones.

The company's global management is based in Hammersmith in London, United


Kingdom, and it has research & development teams in Lund, Sweden; Tokyo, Japan;
Mexico City, Mexico; Beijing, China and Redwood Shores, United States. By 2009, it
was the fourth-largest mobile phone manufacturer in the world
after Nokia, Samsung and LG. The sales of products largely increased due to the
launch of the adaptation of Sony's popular Walkman and Cyber-shot¶s
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It¶s not like good old-fashioned phones with buttons are going extinct ± they are still the
money makers. But for handsets such as the Sony Ericsson Elm sneaking into the
spotlight is harder than ever ± Androids, Symbians, iPhones, smart and not so smart
touchscreens are all over the place. Well, one thing¶s for sure ± a break is welcome
once in a while.
Cybershot and Walkman are out of the Sony Ericsson mix, and the doubters are
perhaps busy telling you GreenHeart will never be able to rise to the same heights. It¶s a
completely different market and matching iconic, game-changing phones like the K750
and the W800 is out of the question really.
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The VAIO line also features a series of desktop computers, which incorporate motherboard and
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But on the other end company¶s culture was also affected when VAIO was launched in India. Sony VAIO was
available in white, black and grey colour. After knowing the consumer¶s liking towards different colours Sony made It
available in colours also which are green, blue, yellow and pink. This product became the medium of changes in the
company culture by catering the technology as well as look of the product with all the consumer friendly functions.
COMPARISON BETWEEN THE CHANGES BY
SONY VAIO AND SONY ERICSSON ELM TO
THE COMPANY CULTURE:

1. Sony VAIO changed the company culture of only providing best technology and
brought to its notice the look and feel part of the product to attract new
consumers from the market.

2. Sony Ericsson¶s Elm and the Greenheart range changed the culture of the
company by giving more focus to make eco- friendly phone rather than working
more on its technical part.

3. Company became a trend setter by introducing Sony VAIO with various colour
body and also achieved success in technology by making its point of better
technology with user friendly features and compatibility.

4. Sony Ericsson¶s Elm affected its culture due poor response to the product by
consumers and lack of awareness among them leaving them not satisfied with
the product. This proves the point of the company to be wrong when it comes to
satisfying the consumers always.

Thus , by this Sony VAIO gave boost to company¶s culture and worked positively in
favour of the company altogether. Whereas, Sony Ericsson¶s greenheart range affected
the culture of the company by disappointing the consumers. Although the phone did not
worked positively, but it did changed the culture of the company in positive sense by
giving it a mission of doing something for the society as whole and fighting the carbon
emission and global warming.
A CASE STUDY ON
SONY AND CULTURAL CHANGE IN IT
BY ITS PRODUCTS.

BY
QURESHI M. ZEESHAN M. IRFAN

JOSHI-BEDEKAR COLLEGE, THANE


BMM(ADVERTISING)
2011