Product details

In Sony (China), budget control was a concern point, especially for advertising and promotion (A&P) expenses, which was often over budget. To solve the problem, Sony (China) decides to introduce an e-control system, which needs good communication among different functions. CEIBS (China Europe International Business School) programme provides a chance for communication by offering cross-functional teamwork. During the process of teamwork, the system is successfully introduced and well understood by the people. As a result, the over-budget problem is resolved after the implementation of the system. The success of the e-control A&P expense project encourages the cross-functional teamwork style in Sony''s internal operation. With the determination to make teamwork a normal practice in Sony (China), the company still faces challenges for communication between old departments and the many new ones, which are to be established in the future. What Sony (China) should do to meet the challenge leaves a question mark for the case readers.