Publications
Publications
  • October 1996 (Revised January 1998)
  • Case
  • HBS Case Collection

Sony Corporation: Car Navigation Systems

By: John A. Quelch
  • Format:Print
  • | Language:English
  • | Pages:34
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Abstract

In the summer of 1996, Masao Morita, president of Sony Personal Mobile Communication Co., contemplated how to formulate its multinational marketing strategy for the fast-changing car navigation systems market. Morita needed to resolve the conflicting views within his company regarding several key issues, including geographical market focus, product selection, and standard setting.

Keywords

Geographic Location; Marketing Strategy; Product Launch; Standards; Mobile and Wireless Technology; Conflict and Resolution; Auto Industry; Electronics Industry; Japan

Citation

Quelch, John A., and Yoshinori Fujikawa. "Sony Corporation: Car Navigation Systems." Harvard Business School Case 597-032, October 1996. (Revised January 1998.)

About The Author

John A. Quelch

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