Sony Case Study

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Sony Case Study

Student ID: 6369855
Professor: Dr Eleni Tzouramani
Due Date: Jan 16, 2013
Word Count:

Abstract
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...
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