Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.

Abstract

This case offers a good opportunity to discuss product development in a very new market but yet with a very tough competition, and with an emphasis on how marketing integrates with development, engineering, culture, software and services developed by other business units, in order to positively influence the product development process. Students can discuss their opinions on whether or not Sony is market oriented. Is the firm too internally focused on marginal innovation, competition and overestimating its brand image? Or does Sony do a good job translating consumer needs but just needs to successfully implement the Tablet marketing program?
Location:
Other setting(s):
2011-2012

About

Abstract

This case offers a good opportunity to discuss product development in a very new market but yet with a very tough competition, and with an emphasis on how marketing integrates with development, engineering, culture, software and services developed by other business units, in order to positively influence the product development process. Students can discuss their opinions on whether or not Sony is market oriented. Is the firm too internally focused on marginal innovation, competition and overestimating its brand image? Or does Sony do a good job translating consumer needs but just needs to successfully implement the Tablet marketing program?

Settings

Location:
Other setting(s):
2011-2012

Related