Sony Corp: Car Navigation Systems

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Case

Reference no. 9-597-032

Subject category: Marketing

Authors: Yoshinori Fujikawa (Hitotsubashi University ICS); John A Quelch (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 1996

Version: 14 January 1998

Length: 34 pages

Data source: Field research

Topics: Innovation; International marketing; Japan; Marketing strategy; Product introduction

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Abstract

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.