C/OM/34. Managing innovation and creativity at Sony

The paper analyses Sonys approach to the management of innovation and creativity. The discussion starts with the review of various definition to delineate the area of analysis. Additionally the importance of innovation in terms of strategic advantage is discussed. Then, the paper views the way Sony managers manage foster innovation climate in the organisation. The approach of Sony is discussed in the light of existing academic knowledge and on the basis of inferences made out of the experience of other companies. The paper highlights those innovation enhancing activities which could be adopted by other companies.