E/B/169. Outline and evaluate Sony's strategies, including internationalisation and diversification strategies, in the period 1987 to 2000. Outline and critically evaluate Sony's strategic position in 2002. What strategic changes would you recommend to Sony's management?

The paper reports on the strategies of the Sony Corporation during the 1990s including internationalisation, diversification, innovation, etc. Sony's strategic situation in 2002 is reviewed using internal and external analysis. Recommendations are offered about Sony's business portfolio, competitive advantage, etc. This paper is based on the case study from the book by Johnson and Scholes "Exploring Corporate Strategy: text and cases".