Contemporary Issues of Sony Corporation

Added on - 06 Jan 2020

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CONTEMPORARYISSUES(Sony)1
TABLE OF CONTENTSINTRODUCTION................................................................................................................................3TASK 1.................................................................................................................................................31. Implications of force field analysis on the operations of Sony................................................32. Key characteristics of leader needed by Sony that will assist the organization in makingchanges.........................................................................................................................................63. Description of methods that will assist Sony in increasing innovation in their organization..9Task 4.................................................................................................................................................11Meaning of Corporate Social Responsibilities..........................................................................11Benefits of Corporate Social Responsibilities...........................................................................12Role of CSR in competitive long term position.........................................................................13Ways in which Sony can enhance its level of CSR...................................................................13CONCLUSION..................................................................................................................................14REFFERENCES.................................................................................................................................152
INTRODUCTIONThe contemporary issues refer to those ideas, thoughts or current topic that is in questionor dispute to the present day. The main objective of discussing contemporary issues is to find outsolutions to the present problems and facilitate change. For this aspect, organization can takeassistance of change management. It is an organized approach that is used for dealing withchange in the context of organization as well as individual (Anderson & Anderson, 2010). Toensure continuous progress and to survive in the long run, it is important for the business entityto make changes that are corresponding to modification in business environment. In the presentreport, various aspects of change management in Sony Corporation will be studied. Sony is agiant conglomerate that was found in Japan by Akio Morita in 1946. The company has expandedits operations in several countries by offering valuable services with regard to consumerelectronics, financial services, media, cell phone and other digital products and services. Thefirm is also listed at 116thrank in the list of Fortune Global 500 Best companies (2015). In thepresent report, by considering the provided case scenario, contemporary issues faced by Sonywill be discussed. With the help of Kurt Lewin’s model, various forces that drive and restrainchanges in company under study will be described (McMurray & et.al., 2010).TASK 11. Implications of force field analysis on the operations of SonyFrom the provided case scenario, it is clear that company is going through downturnwhere its sales are dropping. Further, in 2014, Sony was incompetent to declare the dividend toits shareholders (Appelbaum & et.al., 2012). Thereafter, the global market share of company hasalso declined to 3.1% as compared to last year that is 4%. Further, the organization is alsosuffering with a net loss of¥230 billion and operating loss of¥26.5 billion. However, it has beenidentified that main reason for the downfall is due to intense competition faced by company withSamsung, Apple and other Chinese company like Xiaomi, Lenovo and Huawei. Thereafter, Sonyis also facing disadvantage of entering late in Smartphone market. Therefore, it is becomingcrucial for business entity to conduct restructuring that will further ensure its survival in thefuture. In this aspect, Sony can take assistance of change management approach that will3
facilitate change and restructuring. Therefore, organization can take the help of Kurt Lewin’sapproach in terms of Force field analysis. The description of this is as follows:Change model by Kurt Lewin’sKurt Lewin’s is psychologist who developed a three stage change model that facilitateschange (Graetz, & Smith, 2010). The main objective of this model is to provide guidance to themanager of organization for facilitating and implementing change, for employing new processesand re-allocation of tasks and duties. However, the model states that change is only possible formaking changes in behavior, learning and working styles of employees. The three stagesinvolved in change model are unfreezing, movement and refreezing (Kurt Lewin’s method ofchange,2014). The unfreezing refers to procedure with regard to identification of new methodsand processes so that employees would let go the traditional working style that was unproductivefor business. It is an important concept that helps in overcoming the problem of changeresistance in organizational members. Thereafter, movement with regard to procedure of changein thinking, belief and behavior of employees is productive and profitable for business.Thereafter, refreezing refers to implementing the change as a new custom so that it wouldtransform into standardized functioning procedure for the organization.Force field analysisConsidering the change model developed by Kurt Lewin’s, force field analysis of Sony’scurrent situation can be done. The force field analysis will help in determining the factors thatare leading to change and those restraining change in business under study. The description ofthis is as follows:Factors driving change:1.Technology:Since, it is alleged that due to late adoption of technology, Sony is facingdownturn; therefore, it is important for company to make changes in its technology andprocesses (Vahs & Weiand, 2010). The up-gradation of new technology and processeswill help company in rebuilding its market share and position. The firm can use itstechnical competence in terms of miniaturization that will assist company in designingthin, compact and elegantly styled cellular devices. Further, Sony can use the latest4
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