The Sony Corporation a Case Study in Transnationa Media Management

9950 Words Nov 19th, 2012 40 Pages
The Sony Corporation: A Case Study in Transnational Media Management by Richard A. Gershon, Western Michigan University, U.S.A. and Tsutomu Kanayama, Sophia University, Japan

The transnational corporation is a nationally based company with overseas operations in two or more countries. What distinguishes the transnational media corporation (TNMC) from other types of TNCs, is that the principle product being sold is information and entertainment. The following paper is a case study analysis of the Sony Corporation; a leading TNMC in the production and sale of consumer electronics, music and film entertainment and videogame technology. There are two main parts to this study. Part I. examines the history and development of the Sony
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Dr. Kanayama was the recipient of the Hoso Bunka Foundation award in 2000 for his research in on-line sports media management in the United States.

© 2002 – JMM – The International Journal on Media Management – Vol. 4 – No. 2 : (105 – 117)

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Historical Overview
The Sony Corporation was founded by Masaru Ibuka in the aftermath of Japan’s defeat during WWII. In September 1945, Ibuka left the countryside, where he had sought refuge from the bombings, and returned to the war-torn capital of Tokyo to begin a new business. Shortly thereafter, Ibuka established the Tokyo Tsushin Kenkyujo (or Tokyo Telecommunications Research Institute). At the time, the f ledgling company was nothing more than a ... narrow switchboard area on the third floor of Shirokiya Department Store (now Tokyu Department Store) in Nihonbashi. It became the workshop for Ibuka and his newly founded group. Having barely survived the fires during the war, the building had cracks all over its concrete exterior. Without windows, the new office was small and bleak (Genryu 1988, p. 22). In the days and months that followed WWII, Japan’s citizens had an urgent need for news information. During its initial start-up, Ibuka’s shop was primarily in the business of radio repair. Ibuka and his small group of engineers also made shortwave

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