Sony: Made by Morita

Albrecht Rothacher ()

Chapter 13 in Corporate Cultures and Global Brands, 2004, pp 183-191 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractThe story of Sony's postwar success does not quite follow the popular “rags to riches” pattern. In 1944, the future founding fathers, Masaru Ibuka, a civil engineering contractor, and Akio Morita, a Navy lieutenant with an engineering degree from Osaka University, met in a task force charged to develop a heat-seeking missile for the Japanese Navy. Their work was too late to change the course of war, but the duo turned out to be the perfect complement: Ibuka, an impulsive tinkerer and technical explorer, and Morita, a marketing genius with a keen business acumen and a drive for recognition and success…

Keywords: Corporate Cultures; International Branding; Global Marketing; Corporate Succession; Case Studies; Limits to Globalisation; National Corporate Identities; Mars; Sprungli-Lindt; Kikkoman; McDonald's; Coke; Zubrovka; Ikea; Seibu-Season; Benetton; Nike; Nokia; Sony; Virgin; Toyota; Fiat; DaimlerChrysler; BMW; Rover; Lego; Disney (search for similar items in EconPapers)
JEL-codes: F1 (search for similar items in EconPapers)
Date: 2004
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