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Case
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Reference no. 9-506-S01
Spanish language
Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 2006
Version: 14 January 1998
Length: 36 pages
Data source: Field research

Abstract

This is a Spanish version. 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.
Size:
USD43 billion revenues
Other setting(s):
1996

About

Abstract

This is a Spanish version. 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.

Settings

Size:
USD43 billion revenues
Other setting(s):
1996

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