Brynjolfsson & McAfee

This summary aims to capture the essence of the provided content related to employment and the economy. The resources include academic journals, books, online articles, and reports from well-known organizations. They cover various topics such as corporate social responsibility, innovation, change management, leadership, and organizational culture.

CONTEMPORARY ISSUES

Table of Contents
Introduction..........................................................................................................................................4
Q. 1 Conducting Force field analysis on the current situation of Sony...........................................4
Q.2 Measuring key characteristics change leader for organization.................................................6
Q. 3 Measuring the evaluation methods how Sony can enhance innovation including many
factors structural, Cultural, human resource and technological factors...........................................8
Q. 4 Ways to enhance Sony's Corporate Social Responsibility.....................................................11
Conclusion..........................................................................................................................................14
References..........................................................................................................................................16

Illustration Index
Illustration 1: Corporate Social Responsibility at Sony.....................................................................11
Illustration 2: Employee participation in CSR activities...................................................................12

INTRODUCTION
For better understanding of the contemporary issues, case study of Sony has been taken.
Sony is a electronics company which provides optimistic products like Smart phone, television and
other things to its consumers in many countries. Further, organization is facing many contemporary
issues such as financial loss, technological, competitive, customers expectation as well as
management issues in the many nations. In addition, these issues reduce the sales of enterprise in
various countries (Hamilton, Mitchell and Mangan, 2014). The present report introduces the Force
field analysis of current situation of Sony. It represents characteristics of change leader which can
help the firm to change present condition of company in electronics market. It describes the
evaluation methods to improve its innovation in the corporation. It defines the importance of
Corporate social responsibility (CSR) for competitive advantage.
Q. 1 Conducting Force field analysis on the current situation of Sony
Force field analysis is a decision making tool. It contribute effective role for organization to
take decision by measuring forces of against and change. It aids the firm to communicate the reason
behind decision.
To Conduct force field analysis, management of Sony has to identify driving and restraining
forces for new change (Swanson and Creed, 2014). There are many driving and restraining forces in
the firm. Mainly, driving forces of firm is financial, technological, Customer expectation, pricing as
well as quality. They also help the firm to make change. In addition, restraining forces of Sony is
employees resistance, economical, cost, lack of leadership, competitors and retrenchment of Staff.
They are opposite forces which stops the firm for any type of change (Elam and Brands, 2013). As
per majority of rating, management of Sony can take decision regarding change.
Driving forces
 Financial Structure- It most important aspect for Sony for its electronics product.
Management of firm has many monetary funds to invest in the market after getting $2.1
billion loss. Organization conducted joint venture with Ericsson in 2012 (Fullan, 2014). This
process can help the Sony to increase its sales in the electronics sector. If Sony invest its
monetary funds in effective way then company will get good profits from market. This
aspect will help the corporation for better change to improve its image in its sector.
 Customer expectation- Consumers of Sony also keeps high expectations regarding its
products (Hayes, 2014) As per case study, organization has capacity to render effective
products in all electronics sector because there are many commodities like camera, Smart
phones of Xperia series as well as digital sound system which are best and contains good

quality in the market. This is main the reason behind customer keeps very high expectations
from Sony corporation in many countries. If organization provides better features in its
products then it will help to create positive impact in the electronics industry (Cameron and
Green, 2015). It will aid the firm for managing better change in the electronics field.
 Technological Factor- Management of organization always focus on better technology
which contribute optimistic role to manufacture its products. This aspect also helps
corporation to drive effective changes in the market. As per case study, enterprise provides
effective technology in many product like play station games and Vio series laptops which
attract many consumers in the electronics market.
 Pricing - Enterprise keeps high pricing of its products at the starting time for its consumers.
When the organization recovers its invested money, then firm reduces its price in the market.
Further, firm provides better quality commodities to its customers in the electronics market.
This approach contribute effective role for Sony to manage positive change in its sector
(Griffin, R. 2013). This thing can attract customers to purchase its effective products in the
market.
 Quality- Organization maintains effective quality in its products which is one of factor to
increase its sales in the electronics sector. This process can help the Sony to drive effective
change in the market. Corporation also uses total quality management and continuous
improvement process which help to maintain the quality in its products.
Restraining Forces
 Employees resistance- In the organization, there are many employees who create issues
regarding change management and these are many reasons for this kind of issues like
adoption of new technology as well as change in working pattern. These things are creating
problems to implement modifications in the Sony.
 Economical factor- As per case study, organization terminated its many employees due to
recession impact. This type of thing encourage the employees to go against implementation
of new strategies and plans which produce issues for enterprise (Johnston and Marshall,
2013).
 Lack of trust – According to case, organisational members do not trust the management due
to occurrence lot of conflicts between staff members and managers in Sony. Lack of trust
also create big issues which affect its performance and efficiency of firm in nation. Due to
these reasons, corporation is facing problem regarding change. Cost factor- It is most important issue for Sony organization. According to case,

manufacturing of corporation products is higher than other companies in the electronics
market which is decreasing its sales in its sector. This process is also creating complexities
for Sony to implement any type of change.
 Culture- Culture of Sony does not appropriate for its employees. Firm also uses normative
culture which compels the staff members to follow strict rules and regulations. These issues
are disappointing the employees to perform their work in the organization. Due to these
reason, enterprise is suffering with culture issues.
 Lack of leadership- As per case study, management of corporation is also suffering
leadership problem. Firm does not has effective managers who can guide its employees to
perform any type of work This process generates lot of loss for the Sony in many nations.
This thing is also producing many problems to drive change for organization.
 Competitors- According to case, organization has many competitors like Xiomi, Lenovo as
well as Huawei which affecting the its business in the electronics market. These rivals are
providing better features and technology to its consumers in cheap price. This process also
reduces revenues of corporation in many countries (Elam and Brands, 2013). These things
are creating issues to execute policies of change in the Sony.
Driving forces (D. F) Points (+) of D. F Points (-) of R.F Restraining forces (R. F)
Financial factor 5 5 Employees resistance
Technological Factor 6 4 Economical
Customer expectation 7 5 Cost
Pricing 5 4 Lack of leadership
Quality 6 5 Competitors
Sum 29 23
This table represents changing policy can execute in the Sony as per majority of driving
forces. As per rating of both forces, driving forces gets higher majority in the organization. These
ratings are given on the base of market performance, image, result as well as complexities of
corporation in the electronics market.

Q.2 Measuring key characteristics change leader for organization
There are many key characteristics of change leader for corporation which is necessary to re-
energise the employees and lead change project. It is described below the paragraph.
 Vision capability- Change leader also contain effective vision capability in the Sony. This
thing can help the firm to design its goals and objectives. It provides good aid to achieve
them in the market (Brown and Harvey, 2011). In addition, it contribute effective role for
manager of organization to develop effective plan and strategies to get this goals and
objectives for better change in its sector. On the basis of this things, manager revitalise its
employees and management of Sony. This thing can also help staff member to increase
efficiency and productivity who are completely demotivated for changing policy. This way,
corporation can achieve effective success with help of change manager by innovating new
products in the electronics market (Cho, Hwang and Lee, 2012). In addition, enterprise can
cover its loss in many nations through earning more profit.
 Risk takers and tolerance capacity- Change manager possess with risk taking as well as
tolerance ability in the Sony. This thing can help the leader to deal with big problems in the
organization. For example, It can also help the change leader to take critical decision in
adverse condition for changing policies of organization. This process can inspire the its
employees towards work in the Sony. In addition, it can contribute effective role for firm to
lead change project (Dubrin, 2015). This way, management of company can increase its
business activities in appropriate manner to earn effective profit in the electronics market.
 Effective guidance for staff members- As per case study, staff members of Sony is
completely demotivated due lack of change leadership. Further, corporation also terminated
its many staff members in many countries. For example, change manager can also aid the its
employees to reduce this effect by guiding them when they are facing any type of
complexities in the firm. This method can contribute effective role for change leader of Sony
to motivate all employees regarding working. As a result, enterprise can increase its
productivity with help of effective change in the market (Goetsch and Davis,2014). It can
achieve better competitive advantages with aid of good changing policies which can help the
Sony to reduce sales of its competitors like Xiomi, Lenevo and other Chinese brands in the
electronics market. This approach can also contribute effective role for Sony to manage the
change project.
 Adaptability- Change leader also possess with effective adaptive capacity in the
organization. For example, This characteristics can help the Sony to adopts new things and
make new counter strategies to beat its rivals in the electronics market. This approach can

also help the firm to increase its organizational sales with help of change management in the
world. Adaptive policies can create interest to learn new things in the staff members of the
Sony (Clay, 2010). They aid the employees to inspire regarding job in the organization. As a
result, management of enterprise can increase its market share with help of new policies and
ideas which can contribute effectively to manufacture its new products to increase its selling
in the electronics market.
 Democratic skills- Change leader also consist with participative approach in the Sony. This
method can help the management of organization to take various ideas and concept which
are necessary for appropriate change by involving all employees in meeting. For example,
This process can also help staff member to motivate for job by realising their importance in
the Sony. With help of this method, change leader can improve efficiency and performance
of its employees in the electronics market. Manager can aid the organization to get better
income from its consumers as comparison of its competitors like Lenovo and Xiomi in many
nations (Cours, 2013).
 Communication- Change manager also have with better communication skill in
organization. This process can aid the leader to talk with its employees and management of
Sony regarding goal and objectives which are necessary for better change. With help of this
skill, manager can present its ideas and concept front of its management which can be
proved effective aspect to lead change project in the Sony. For example, change leader can
also communicate with its staff member to resolve their issues in the organization. These
things can contribute effective role for firm to revitalise the employees to do extra efforts in
order to achieve organizational goals and objectives in the electronics market (Springer,
2014). This way, change leader can help the Sony to reduce its problems in its sector.
 Confidence- Change leader also have effective confidence regarding its decision making in
the organization. This thing can provide reliability to pertain its plans in the Sony. For
example, it can also help the change leader to increase its business activities of organization
very fast in the electronics market. It can aid the manager to build up effective confidence in
the staff members which can be necessary to revitalise them in the Sony (Fullan, 2014). This
way, organization can achieve its success very fast with the help of effective change
manager in electronics market.
Q. 3 Measuring the evaluation methods how Sony can enhance innovation including many factors
structural, Cultural, human resource and technological factors
Organization is also suffering with many problems for innovating its products in the
electronics market. There are many factors such as technological, cultural, Structural as well as

human resources which can be improved by Sony to innovate its new products.
Structural factors
As per case study, Sony is a multi national company which operate its business activities
many countries. Structural problem is becoming barrier to innovate new electronics products in the
firm (Lasagni, 2012). Improper structural system also creates issues to take any type of decision
regarding innovation in the company. Management of organization also uses extremely hierarchical
structure to manage its operations in many countries.
To overcome from this complexities, Sony can use reliable hierarchical structure in the company.
This method can help the firm to reduce rigid rules and regulation for employees. It can provide
effective reliability for staff members to innovate new electronics products in the corporation. By
implementing this structure in proper way, Sony can establish appropriate system for work of
employees and its divisions. In hierarchical structure, managers have authority to allocate resources
to employees for effective innovation and managing operations in the organization (Davila, Epstein
and Shelton, 2012). For example, They can also guide the staff members to develop new features in
Smart phones which can help firm to attract the many consumers for purchasing these gadgets in
many nations. It can aid Sony to rise its sales in the electronics market. This approach can also help
the each staff members to understand their roles and responsibility which can help them to make
new design of commodities in the firm. It can aid the management of organization to take any type
of decision regarding innovation. This way, Sony enterprise can improve its operations by using
proper hierarchical structure which can contribute effective role to innovate its new electronic
products.
Cultural Factor
According to case, Culture of organization does not seem good. This thing is creating
problems to innovate new products in Sony. Culture and Woking style of enterprise is very tough.
Firm uses Normative culture for its staff members which emphasize on only work (Brynjolfsson
and McAfee, 2012). This thing is demotivating its employees to innovate ideas and concepts in the
Sony. Some time, it also increases turnover of staff members in the firm. This process directly
affects efficiency and performance of enterprise in the electronics market. It also creates bad impact
of innovation of new products in the firm (Ambec and et.al., 2013).
To overcome with these problems, management of Sony can utilize Adhocracy culture in
company. This approach can give appropriate freedom for employees to innovate new electronics
gadgets through emphasizing on brainstorming process in the organization. It can contribute
effective role for the firm to provide dynamic and entrepreneurial environment to staff members. It

also encourage staff members of firm to take effective advance knowledge and information on the
new electronics sector to increase their innovation activities (Tispter, 2013). With contribution of
this culture, Sony can increase level of innovating thinking in the employees which can aid to
develop innovative electronics gadgets. This way, organization can enhance innovation capability of
staff members which can contribute effectively to increase its sales and revenues in many countries.
Human Resources
It is most important factor for Sony which plays important role to improve innovating
capability of employees. As per case study, staff members of organization do not treated well as
comparison of other corporation in many countries. In addition, retrenchment of staff members also
demotivate them in the Sony. This thing is producing big complexities to increase innovation in
electronics products in the organization (Wang and Wang, 2012).
To recover from human resources issues, organization can conduct many activities to
improve its work force. For example, Sony can perform sporting and management games activities
at workplace. Further, base ball team culture support to conduct this type of operations in the firm.
Organization can also manage brainstorming process for its staff members. These efforts can
contribute role for Sony to increase thinking of employees which can improve capability of
innovating new products (Zhou and Li, 2012). Management of Sony can conduct proper training
and development activities which can aid effectively to increase their knowledge and information of
staff members. This thing can increase capacity of employees to innovate new electronics products
in the Sony. Organization can provide effective salary, promotion, bonus, incentives, non- financial
rewards as well as medical insurance to staff members. These things can inspire the staff members
to perform effective work in the organization. This process can enhance innovation capability of
employees for development of optimistic electronics gadgets in the Sony. In addition, management
of corporation can also manage one to one interaction method with employees to remove their
hesitation (Chesbrough, 2012). This thing can give better ideas and concepts regarding innovation
of products in the enterprise.
Technological factors
According to case, organization is not using proper technological tools to innovate its
electronics products. Hence, competitors of Sony like Xiomi as well as Huawei is earning higher
profits by selling more Smart phones and other things in the market. They provide these products in
lower prises as comparison of Sony in the market. These things is creating problem for organization
to manage its sales and innovating ideas in many countries (Di Stefano, Gambardella and Verona,
2012). Management of corporation can use the internet for better research. This process can aid the
firm to read the journals, books as well as online articles on the technology. It can give effective

ideas to innovate ideas and concepts to manufacture new products in the Sony. Organization can use
Enterprise resources Planning (ERP) and Customer relationship management (CRM) to increase
capability in innovation. ERP software can help employees of firm to provide fast information about
many things like various competitive products and present trend of electronics gadgets in the market
(Hinchcliffe, 2013). It can also help Sony to develop new innovative commodities in electronic
sector. Customer relationship management can contribute effective role for enterprise by analysing
new demands of consumers. This things can give effective ideas to innovate new electronics
products by providing new features as per customer needs in the market. They can aid the Sony to
increase its sales in many countries.
Q. 4 Ways to enhance Sony's Corporate Social Responsibility
Corporate Social Responsibility (CSR) refers to an organization's initiatives to access and
take accountability for companies impacts on environmental and social well-being (Bartov and Li,
2015). In other words it can be defined as a commitment by an organization to carry out its business
activities ethically and contribute to the economic development as well as improvement of the
quality of living of its employees, local community and society to a greater extent (Mallen, 2015). It
is also termed as corporate citizenship. It is very crucial for large business organizations to follow
corporate social responsibility in an effective manner for sustaining their business. In order to
discuss Sony's Corporate Social Responsibility (CSR) activities following points can be elaborated:
Illustration 1: Corporate Social Responsibility at Sony
(Source: CSR at Sony, 2015)

Sony aims to carry out CSR activities in order to show commitment through innovative
business practices. It aims to create products and services ethically to improve the quality of life of
its key stakeholders including customers, suppliers, community, society, shareholders and
government. Sony developed its CSR Program in order to create opportunities for profitable and
sustainable growth of its business. According to Sony's CSR Report 2014, the company set goals to
meet the following targets:
 Structural reform of Sony's electronic business.
 Developing effective strategies to strengthen its core business areas such as Mobile, Gaming
and networking and entertainment.
 Upgrading strategies related to technological development for creating future business
perspectives.
CSR Organizational Structure at Sony
Sony has set up an office for CSR with an aim to formulate strategies to meet the social
responsibilities. The CSR department of Sony takes care of CSR activities and promotes
communication with key stakeholders to inform them about the activities. This enable the firm to
effectively handle feedbacks from different departments of Sony such as Legal, marketing, human
resources, product quality and procurement regarding CSR initiatives (CSR Reporting, 2014). These
feedbacks are then considered to improve the strategies and incorporate then into management
actions.
Creating awareness among employees

It is very vital to make employees aware of an organization's CSR activities. In order to raise
employee awareness in terms of effective CSR promotion, Sony develops an educational program
incorporating approach at three levels. The three levels of the educational approach include
 Educating staff about CSR: Sony train new employees about its CSR program through e-
learning portals. In addition to this, Sony communicate CSR initiatives to its employees by
publishing monthly newsletters called CSR Update. Through CSR Forum, Sony provides
extensive training to its employees at Japan with an aim to increase their learning on CSR
Program. Experts from different areas are invited in this event to give lectures on key
aspects of social responsibilities (Peloza, Ye and Montford, 2015). Employees are educated
on various vital aspects that include human rights, poverty, employment opportunities for
people with disability, environmental issues, significance of work life balance, technological
innovation for addressing social concerns and many more relevant topics.
 Participating in CSR activities: Sony encourages its workforce to take active participation in
community engagement initiatives (Xu, Liu and Huang, 2015). Sony make sure that its
Illustration 2: Employee participation in CSR activities
(Source : CSR at Sony, 2015)

employees are well aware of social concerns and issues in order to make their participation
truly meaningful. In addition to this, Sony staff is encouraged to take part in fund raising
activities and community development projects to reflect organization's commitment
towards society and local community.
 Incorporating CSR strategies in everyday operations: Sony ensures that its employees
incorporate company's CSR initiatives into their day to day operations. As employees
represent their company it is the responsibility of Sony to motivate them to perform in a
desired manner without neglecting the interests of workers.
Strengthening relations with Stakeholders
Sony comprehends the fact that it is very important to address the issues of key stakeholders
in order to strengthen the foundation of its business (CSR at Sony, 2015). This is very crucial for
achieving sustainable growth of Sony by fulfilling its responsibilities towards society. The corporate
giant aims to earn the trust of its vital stakeholders through sound business operations and broad
range of CSR activities. The below table features the ways in which Sony can ameliorate its CSR
initiatives in order to build trust of its stakeholders.
Stakeholders of Sony Ways to enhance CSR initiatives
Customers
For Example: Sony can enhance its
CSR initiatives for customers by
designing smartphones that do not
emit harmful radiations. This will help
customers to enjoy Sony's products
without any negative effect from their
usage.
 Providing high quality of products and services in
order to meet their expectations
 Building their trust through ethical business
practices (Lacey, Kennett-Hensel and Manolis,
2015).
 Meeting their unmet needs through effective market
research to design innovate products and services.
 Enhancing better usability and accessibility of the
products and services to improve quality of life of
customers through innovative products.
Employees
For example: Sony can enhance its
CSR activities for its employees by
designing ethical and friendly
employment policies in order to help
them manage their professional as
well as personal life effectively.
 Providing better employment opportunities to
people from diverese cultural background
 Encouraging lawful practices during hiring and
development of employees.
 Discarding discriminatory practices during
recruitment and training procedures on the grounds
of equality (Flammer, 2015).
 Communicating effectively in order top resolve
their concerns and issues at work.
 Providing safe and secured working conditions.
 Supporting them to fulfil their career goals.
 Aligning business operations according to
employement policies and labor acts set by legal
bodies of nations in which the company operates.
Environment  Reducing negative impact of Sony's business

For example: Sony can enhance its
CSR activities to protect the
environment by developing energy
efficient lighting and air conditioning
systems throughout its corporate
buildings.
practices on global environment.
 Minimizing carbon emissions to
 Crafting policies to conserve water and other
natural resouces.
 Building energy efficient lighting system to save
energy consumption (CSR Environment, 2015).
 Minimizing the use of the chemicals in production
to prevent pollution.
 Maximising the use of recycled products in order to
reduce electronic waste.
 Encouraging use of eco-friendly products to save
global environment.
Business Partners
For example: Sony's can develop
effective CSR activities for its
business pratners bysetting a monitory
system for supervising procurement
policies that are associated with
procurement of raw materials from
suppliers.
 Ensuring trasnparent trade practices.
 Making sure that procurement policies are in line
with organization's business policies (Carroll,
2015).
CONCLUSION
From the report, it is found that force field analysis is effectively helping to execute driving
forces like quality, technological, pricing, Customer expectation as well as financial in the Sony.
Further, characteristic of change leader like vision capability, risk tolerance, adaptability and
communication help the organization to re-energise its staff members and lead change project.
Structural, cultural, technological and human resources contribute effective for Sony corporation to
increase the innovation in electronic gadgets. It can be concluded that corporate social responsibility
(CSR) activities also provides effective competitive advantages to earn more profit in the market. It
also help the Sony to make optimistic image electronic sector.

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