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Essay / Research Paper Abstract
This 17 page paper considers why Sony many be seen as a leader in innovation. The writer looks at the history of innovation at Sony, including products such as the Walkman and the PlayStation and the way in which these products have been developed. The development includes consideration of consumer responses, the need for creativity in development and marketing, and the need for organisational structure and culture to facilitate and encourage innovation. The paper ends with consideration of the future and ongoing product and service developments, including the new life assurance company. The bibliography cites 20 sources.
Page Count:
17 pages (~225 words per page)
File: TS14_TEsony01.rtf
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Unformatted sample text from the term paper:
market, and in the last decade moves have sought to extend this into the computer peripherals (Meyer, 1993). The innovation that are best known focus on the goods, developments that
have been successful, such as the walkman, and well as those that have been less successful, such as the betamax video recorder. However, although product innovation has been successful and
a primary source of competitive advantage, innovation has not been limited to this singular, but important aspect of operations. To appreciate this company fully we need to look to both
at products and other areas of operation in the context of the product innovations seen that create a culture of innovation. When we consider innovation there are many aspects
that need to be present to lead to product innovation, this includes the culture to innovate. The company has also proven that it can be successful by innovative use if
its branding, which started from the day the company was named, and continues today with a reputation for home entertainment rather than simply consumer electronics, as seen with other companies
such as JVC (Kirk, 2002). Sony offers products in a range of areas, from movies and television through to robotics and also gaming consoles as well as computing. The innovation
may be traced back to the formation of the company. The name Sony was carefully considered, when the company was founded by
Akio Morita and Masaru Ibuka the name was considered in a manner that showed innovation for the contemporary commercial practices (Kirk, 2002). The name was designed to be one that
would be suitable for global use, in an environment where globalism was not yet the predominant business model (Kirk, 2002, Thompson, 1998). Sony has its basis in the Latin word
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