Leading the digital revolution through innovation
A Sony case study

Page 1: Introduction

Throughout the 20th century, the pace of technological advancement has increased dramatically. The digital revolution, now upon us, will see further massive steps forward. This case study looks at the ways in which Sony has been able to stay at the leading edge of the new technologies. Sony Corporation is the leading manufacturer of audio, video, communications and information technology...
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Page 2: Anticipation with innovation

In order to harness the potential of digital technology for the purposes of providing enjoyment to people around the world, Sony has developed a concept called Digital Dream Kids. Sony wants to identify the dreams of the young, digitally literate generation of consumers and translate them into unique, fun products and exciting applications, supplying products that fulfil the dreams of their...
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Page 3: The digital revolution

The television has done more to shape the way we live our lives than most 20th century inventions. Television is now at the beginning of a digital revolution, which will transform the medium over the next decade. Until 1998, television pictures have only been broadcast using an analogue system, this means using radio waves to transmit the signal. Not only does this use up a large amount of the...
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Page 4: Progression - pioneers of the market

The pace of technological progress has forced fundamental changes on the corporate structure, with Sony Corporation adopting a horizontal, rather than vertical organisational structure for the first time in its fifty year history. This was designed to speed up decision making and market responsiveness. Sony has had to restructure all ten of its individual product companies so that they can adopt...
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Page 5: Continuous improvement

All Sony factories are driven by a desire to improve quality and reduce cost, employing lean production and just in time manufacturing techniques to maintain a competitive cost advantage and therefore lower prices. Sony also tries to instil a belief in ‘Kaizen’, or continuous improvement throughout the organisation, always striving to find better methods of manufacturing its...
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Page 6: Conclusion

The impact of technological change on a firm is usually considered an external influence. By taking such an essential role, driving the markets forward through its innovative research and development, Sony has been able to become a proactive force, rather than having to react to changes. By internalising much of the technological advances, Sony put itself in a strong position to fulfil its goals...
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