소니 창업자 盛田昭夫의 기업가정신과 글로벌전략

The Entrepreneurship and Global Business Strategy of Akio Morita, the Founder of Sony

Akio Morita is a great founder who started Sony Corporation with Masaru Ibuka. This paper analyzed the characteristics of his entrepreneurship, the management philosophies, and the growth strategy of Sony Corporation by using a framework of former studies. His entrepreneurship includes 10 characteristics such as the daring judgment, the indomitable spirit of challenge, the excellent prediction, various and special leaderships, passionate driving force, fearless confidence, quick adaptability for situation, flaming charisma, inveterate persuasion, and exhaustive professionalism. His entrepreneurship became the basis for the management philosophies and business strategies of Sony Corporation, His management philosophies for Sony Corporation are expressed Management Familism and globalization on management. The growth strategy of Sony Corporation is expressed through the product development strategy, the market expansion strategy, and the diversification strategy. The product development strategy was based on differentiation, advancement, application, improvement, and Sony’s brand power for the new technology and product. The market expansion strategy was driven by the input of new products, the globalization of brand image, and the competition in the Japanese market. The diversification strategy has specific characteristics that diversified into the business of computer hardware and software, mobile and communication network, movie and music software, robot, insurance, financial, distribution, from the production of audio and video machinery.