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BADM 509 University of Illinois at Urbana Sony Technology Paper

  • Briefly describe the external environment of the organization (e.g., complexity, stability, uncertainty, task and general environment), including recent trends, disruptive forces etc. (Kevin)
  • Describe the culture of the organization (Kevin + Spencer)
  • Sony’s vision by founder Ibuka
    • To provide an environment where engineers can exercise their creativity wholeheartedly to develop technologies that satisfy the world and their own goals and visions
  • Sony aims to create a working environment for employees to pursue new challenges that further develops their own passion and career
    • Strives to provide on the job training and education
      • Provides programs for employees to develop skills they are interested in
  • Sony’s culture recently
    • Organizational culture is focused on customer satisfaction
      • 3 major focuses
        • Reliable
          • Seeks to satisfy customer needs and expectations
          • Ensures that employees are able to answer questions and respond to those customer expectations and concerns
          • Ex: Playstation
          • Redesign and provide necessities that meet player’s gaming expectations
        • Credible
          • Training for employees is based on customer feedback
          • Adjust standards and procedures based on customer feedback
        • Cordial
          • Seeks to provide better customer service.
          • Friendly interaction between employees and customers
          • Goal is to increase possibility of sales and to attract more customers into Sony stores.
      • The focus on customer satisfaction
        • Advantage
          • Increase sales
          • Through indirect marketing
          • Good customer experience = more chances of returning customer and new customers
          • Offers positive impact on employees
          • The focuses of culture between employee and customer is also exhibited between employee relationships between each other
        • Disadvantage
          • Lack of innovation (despite Sony’s mission and value statement)
          • Not enough institutional support on an innovative culture

Greenspan, Roberta. “Sony Corporation’s Pestel/Pestle Analysis & Recommendations.” Panmore Institute, 28 Feb. 2017,

Meyer, Pauline. “Sony’s Organizational Culture for Customer Satisfaction.” Panmore Institute, 21 Feb. 2017,

“Organizational Culture Of Sony” (2015, January 17) Retrieved November 13, 2021, from

“Our Culture and Values: Careers at Sony Pictures Entertainment.” Our Culture and Values | Careers at Sony Pictures Entertainment,

  • Briefly describe the organization’s approach to power and change


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