Sony Analysis

Contents Question 1 4 1. Change in structure; 5 2. Change in technology; 5 3. Change in people; 6 Question 2 7 A. Internal factors 7 I. New equipment 7 II. New organization strategy and structure 8 III. Financial conflicts 8 B. External factors 8 IV. Change in consumer needs and wants 9 V. Change in technology; 9 VI. Market place; 9 Question 3 10 Lewin’s three step model; 10 Kotler’s 8 steps change model 12 a. Establish sense of urgency; 13 b. Forming a coalition 13 c. Developing a vision 13 d. Communicate the vision 13 e. Empowering broad-based decisions; 13 f. Generate short term wins 13 g. Build on the change 14 h. Anchor the changes in corporate culture 14 Question 4 15 Sources of change in Sony 15 i. Fear of the unknown; 15 ii. Fear of redundancy 15 iii. Habit 15 iv. Corporate history and culture; 16 Solution to resistance; 17 v. Educate and communicate 17 vi. Participation; 17 vii. Negotiation; 17 viii. Manipulation and co-optation; 17 Conclusion 18 REERENCES 19

Sony is a widely known electronic company which was founded in 1946 by Masuru Ibuka and Akio Morita in Tokyo (www scribd.com). The company produces a wide variety of digital products.
Question 1
Change is often defined as the act of making or becoming different. It can also be referred to as a situation whereby a company moves from its current state to a visionary state. Change as explained by (Mullins, 2005) is “a persuasive influence, which is an inescapable part of both organisational and social life, thus we are all subject to continual change in one way or another”.
Therefore company change could be referred to as any alteration of people, structure or technology in an organisation. This is a constant factor in all organisations, since it can’t be ignored and as such all managers need to understand it and know how to react towards it since it is inevitable, and it brings about innovation.