CASE STUDY

The Sony Corporation: A Case Study in Transnational Media Management

The Sony Corporation: A Case Study in Transnational Media Management

Introduction

In today's fast pace of competition, the multinational organizations are increasingly becoming the transnational organizations. A transnational corporation is a company that operates it business operations in other two to more international organizations. The national organization that get strong brand image and reputation in the national market as well as in the international market tends to become a transnational corporation in order to operate its business operations in the international markers due to many reasons. The most basic reason is that the national organizations can control their costs in more better and effective manners if they chose to operate their business operations in the international markets.

Introduction to the case study

The selected case study is related to the most well known and the leading organization, the Sony Corporation. Sony is one of the leading transnational media corporations. The organization is involved in the production and sale of consumer electronics. The organization is also involved in the areas of music, films and entertainment and in the production of videogame technologies. In this way, the Sony Corporation is having the business operations in five areas. In the case the history of the evolution of Sony Corporation has been discussed. The case study has shown that how the owner of the business, Masaru Ibuka, initiated his business after the World War II. The organization first initiated its business with the telecommunication technology and the radio repair. The organization, with the passage of time, gradually expanded its business operations in different areas as well as expanded its business operation in different parts of the world. The Sony Corporation has achieved a great level of success and reputation around the world due to its quality and innovative electronic items.

The case study has also highlighted that despite of operating the business operations in the international market; the Sony Corporation has maintained its business strategies and corporate culture. According to Richard A. Gershon (1996, pp. 4), the corporate strategies and the corporate culture ultimately express the reflections of the individuals who have created the organization and the missions and objectives of the organization. The case study has also mentioned that how the Sony Corporation has maintained its organizational culture and the organizational strategic decision making processes in different business operations around the world. At present, the organization is mainly operating in many geographic locations that involve Japan, United States, European region and other countries in the Asian and African region. One more important aspect of the Sony Corporation has been highlighted that as the organization is transnational media corporation. A transnational media corporation is one that is inflexible and strict organization and that has its own defined set of cultures and values that are not changeable according to different countries. The organization, Sony Corporation, has firmly decided to maintain its Japanese culture in its business values and strategies while operating business operations in all around the ...