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Publications
  • June 2018 (Revised January 2020)
  • Case
  • HBS Case Collection

Sony

By: Stefan Thomke, Atsushi Osanai and Akiko Kanno
  • Format:Print
  • | Language:English
  • | Pages:25
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Abstract

Sony used to be synonymous with "innovation" and "cool products." The case reveals how the company lost its edge and describes the leadership initiatives to restore its former glory. In 2012, Kazuo (Kaz) Hirai becomes CEO and successfully transforms Sony, including a relentless focus on differentiation through "wow" products instead of chasing scale. How should he organize and manage the company's response to digital opportunities, such as virtual reality, that could affect the company's entire value chain?

Keywords

Customer Experience; Product Differentiation; Transformation; Leadership Style; Technology Adoption; Leading Change; Electronics Industry; Media and Broadcasting Industry; Video Game Industry; Japan

Citation

Thomke, Stefan, Atsushi Osanai, and Akiko Kanno. "Sony." Harvard Business School Case 618-045, June 2018. (Revised January 2020.)

About The Author

Stefan H. Thomke

Technology and Operations Management
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