Sony case
How did Sony internationalize its R&D activities? What were the initial motivations for Sony to establish technology centres abroad? How would Kuemmerle categorize the R&D centres at Sony?”
Sony followed at the 1950's a certain strategy which was incremental en cautious. As one of the founders, Morita, explained “you must first learn about the market, learn how to sell it, and build up your corporate confidence before you commit yourself. And when you have confidence, you should commit yourself wholeheartedly.” For this R&D centres this meant that only if overseas sales and manufacturing subsidiaries were sales, Sony would establish an R&D centre internationally.
Question 2:”How have the motivations for internationalizing R&D changed over time?”
At first the motivations were to learn how to sell it, and build up confidence. When they had this confidence and marketing knowledge they exported there products to foreign agencies and there sales offices. When sales raises they build manufacturing plants close to these markets. This was their first step of internationalizing their R&D activities. Over time the motivation for internationalizing their R&D became adapting to the specific needs of customers in different areas. The products were changed to the needs of different countries and Sony also searched for solutions to problems faced by local sales and manufacturing activities.
Question 3. “Why did Sony feel the need to internationalize its R&D activities in the late 1980's and early 1990's?”
There were two important elements that affected the further internationalizing of Sony's R&D.
First, Sony felt the need to tap into the advanced knowledge embedded in various foreign locations.
For example, the computer and telecommunications industries in the US and a few other locations were much more advanced than in Japan. Second, Sony felt it increase internal coordination among R&D labs, to improve efficiency and to create synergies.
Question
Sony followed at the 1950's a certain strategy which was incremental en cautious. As one of the founders, Morita, explained “you must first learn about the market, learn how to sell it, and build up your corporate confidence before you commit yourself. And when you have confidence, you should commit yourself wholeheartedly.” For this R&D centres this meant that only if overseas sales and manufacturing subsidiaries were sales, Sony would establish an R&D centre internationally.
Question 2:”How have the motivations for internationalizing R&D changed over time?”
At first the motivations were to learn how to sell it, and build up confidence. When they had this confidence and marketing knowledge they exported there products to foreign agencies and there sales offices. When sales raises they build manufacturing plants close to these markets. This was their first step of internationalizing their R&D activities. Over time the motivation for internationalizing their R&D became adapting to the specific needs of customers in different areas. The products were changed to the needs of different countries and Sony also searched for solutions to problems faced by local sales and manufacturing activities.
Question 3. “Why did Sony feel the need to internationalize its R&D activities in the late 1980's and early 1990's?”
There were two important elements that affected the further internationalizing of Sony's R&D.
First, Sony felt the need to tap into the advanced knowledge embedded in various foreign locations.
For example, the computer and telecommunications industries in the US and a few other locations were much more advanced than in Japan. Second, Sony felt it increase internal coordination among R&D labs, to improve efficiency and to create synergies.
Question