Product details

The case discusses in detail the leadership style of the co-founder of Sony Corporation - Akio Morita. The case discusses all important aspects of his leadership style including his ability to imagine, design, implement and innovate new products, marketing, brand management strategies and human resources skills. The case also talks about how Morita adopted globalisation and diversification strategies to transform Sony into a global leader in the consumer electronics industry. After reading the case, students are expected to: (1) study the vision and value system of Akio Morita that drove him to build a highly respected multinational corporation from scratch; (2) understand and identify the leadership style of Akio Morita and the elements of his personality that critically contributed to the enormous success of Sony; (3) explore how the leader developed a strong brand that was recognised and respected in the global entertainment electronics industry; and (4) evaluate the leadership of Akio Morita and discuss how far Sony is likely to sustain its leadership position in the 21st century following the departure of its founders Morita and Ibuka. The case is intended for MBA/PGDBM level students as part of the leadership and entrepreneurship curriculum.