Its founders Akio Morita and Masaru Ibuka derived the name from sonus, the Latin word for sound, and also from the English slang word "sonny", since they considered themselves to be "sonny boys", a loan word into Japanese which in the early s connoted smart and presentable young men. Sony was ranked 37 on the Fortune global list.
Akio Morita Akio Morita bornalong with a few other entrepreneurs, embodied the postwar recovery and growth of Japanese industry. Morita and Sony Corporation, which he cofounded with Masaru Ibuka, challenge conventional notions about Japan's "economic miracle.
Akio Morita was born January 26,the first son and fifteenth-generation heir to a sake-brewing family in Kosugaya village near Nagoya. Influenced as a boy by his mother's love of classical music his family was one of the first to own an RCA Victrola in JapanMorita developed a keen interest in electronics and sound reproduction.
He became so engrossed in his electronic experiments, even building his own ham radio, that he almost flunked out of school; but after concentrating on his studies for a year, he entered the prestigious Eighth Higher School as a physics major.
Rather than be drafted, he signed up with the navy to continue his studies. After his graduation inLieutenant Morita supervised a special project group of the Aviation Technology Center on thermal guidance weapons and night-vision gunsights. There he met Masaru Ibuka, an electronics engineer 13 years his senior.
The two became close friends and eventually cofounded Sony Corporation. To find a niche in a market that would be highly competitive when large prewar electronics manufacturers returned, Ibuka decided to produce completely new consumer products. Sony's most significant development was a high frequency transistor radio that not only established the company's reputation but also revolutionized the consumer electronics industry.
After Morita reached agreement with Western Electric on the transistor technology inMITI officials dallied six months before finally remitting the foreign exchange for the licensing fee.
Although the relationship between government and industry is one of trust, Morita observed, government often impedes innovative change and developments by excessive intervention and obsolete regulations. By investing six to ten percent of its annual sales in research and development, Sony took the lead in developing new consumer products independently of government help or keiretsu support.
A pioneer of products ranging from transistorized radios to solid-state television sets to the Walkman and Discman to VCRs, by Sony employed more thanworkers and was the world's leading maker of consumer, non-consumer, industrial, and professional electronics and entertainment software.
Morita was a pioneer in marketing as well. His initial failure to sell tape recorders developed in convinced him that market creation must accompany product development. On his first trip to Europe inhe was deeply impressed and encouraged by the success of N.
Philips, which had grown from a small light bulb maker in a rural Dutch town into the world's leading electronics maker. Morita then decided to target the world market, particularly the affluent U.
Recognizing the importance of establishing company identity in the world market, Morita adopted "Sony" finding a Western root from the Latin sonus, meaning "sound," and combining it with the English nickname "Sonny"a name that foreign customers could easily remember, as his company's trademark in Totsuko became Sony Corporation in In the mid s most Japanese producers relied on giant Japanese trading companies to export their goods, but Morita decided to build his own distribution route in which the message of the new technology and its benefits could be directly passed on to the consumer.
Switzerland as its sales arms. In FebruarySony established the Sony Corporation of America; and in less than two years, they became the first Japanese company to offer its stock in the United States. Sony felt that moving much of its manufacturing and sales to the United States and Europe would only improve its business, something other Japanese companies had yet to discover.
Sony subsequently expanded its sales force and production facilities into an international network, with a few hundred subsidiaries and affiliated companies worldwide. Beginning inin response to changing world market conditions, Sony expanded into the nonconsumer sector, such as broadcasting equipment, semiconductors, video communications, and computers.
InMorita wrote Made In Japan, a historical biography detailing his rise to success that, according to Inc.
Morita was often a spokesman for Japanese management. In articulating his own ideas, he emphasized the importance of teamwork and of motivating people by providing challenging work in a family-like environment; engineers in industrial companies particularly need targets for their creativity.
Above all, management must treat workers not as tools but as fellow human beings. Morita argued that manufacturing determines the strength of the economy and blamed excessive financial dealings to create paper profits for undermining this base.
Morita praised familialism and loyalty to the company as facilitating long-range planning and investment.
He often criticized American management's preoccupation with quarterly profits and dividends and its tendency to postpone investment in equipment. Morita was also outspoken on U. He warned, for example, against "hollowing out" the economy in the United States by moving manufacturing plants overseas to exploit cheap labor.
Although most of the controversial statements were credited to Ishihara, some critics blamed Morita for his arrogance.Akio Morita (盛田昭夫) was the co-founder of Sony Corporation with his friend Masaru Ibuka. As a leader of Sony, He changed the accepted marketing concepts and focussed on brand-name identification and brand responsibility - a concept widely used today but virtually unheard of then.
HRM Review • August 67 Akio Morita – The Leadership Style with Masaru Ibuka. Morita discontinued teaching and along with Masaru Ibuka, co-founded Tokyo Tsushin Kogyo Kabushiki Kaisha (which later came to be known as Sony).
Akio Morita was born on January 26, , the first son of Kyusaemon and Shuko Morita, in the small village of Kosugaya near Nagoya, Japan.
If he had followed the traditional family occupation, he would have been the fifteenth-generation heir to his family's sake brewing business.
Apr 20, · Under co-founder Akio Morita Sony kept looking for advances in technology, and company leadership spent countless hours innovatively thinking about how to apply these advances to .
Akio Morita had his own style of managing and leading things.
He said, “No theory or plan or government policy will make a business . The case discusses in detail about 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 .