Sony chases Apple’s magic

Citation

Edwards, C. (2009), "Sony chases Apple’s magic", Strategic Direction, Vol. 25 No. 5. https://doi.org/10.1108/sd.2009.05625ead.008

Sony chases Apple’s magic

Article Type: Abstracts From: Strategic Direction, Volume 25, Issue 5

Edwards C., Hall K., Grover R.Business Week, 10 November 2008, No 4017, Start page: 48, No. of pages: 4

Purpose – Details how Chief Executive, Howard Stringer, and ex-Apple executive, Tim Schaaff, are transforming electronics giant, Sony. Design/methodology/approach – Reports on how Sony Chief executive, Howard Stringer, has hired ex-Apple top executive, Tim Schaaff, to put some “zing” into Sony’s products. Highlights how Sony continues to under perform in comparison with its rival, Apple, and is failing to rival Apple’s ability to produce “super cool gadgets” and to give consumers easy access to music and videos. Profiles Schaaff; identifies his strengths and refers to how Schaaff has been given a freehand to boost cooperation among Sony’s units. Looks at the direction Schaaff and Stringer are taking Sony; details the deals they have made with Amazon and Windows in an attempt to integrate their technologies; provides the example of how Sony is partnering with Amazon in an online music store. Describes the internal opposition that Schaaf has faced and looks at how Stringer has backed him to the hilt. Originality/value – Identifies the changes that Stringer has implemented at Sony.ISSN: 0007-7135Reference: 38AA536

Keywords: Apple computer, Business development, Business performance, Business strategy, Corporate strategy, Electronics industry, Management styles, Partnerships, Sony