Abstract
This document focuses on Sony's use of a "Global Localization" strategy during the launch of the MiniDisc in 1992.
Sony is a leading Japanese consumer electronics brand (Case study, graph, p. 2), known through its universal and language-free brand name "Sony". Its global reputation is also reflected by the fact that it is ranked number two in the global brand power league, just after Coca-Cola.
A key to Sony's success is its "global" status, a status achieved in the 1970s when Sony became the first Japanese company to be listed on the New York Stock Exchange. Just two years later, Sony opened its first American factory, with European production starting in 1974. By 1985, the concept of "Global Localization" was well established, with 70% of sales coming from outside of Japan. (Case study, p.1)
Sony's uses a concept of "Global Localization" (coined by its chairman and cofounder, Akio Morita). In other words, Sony tries to "think globally and act locally". As much of Sony's business as possible is conducted locally, by local people, without sacrificing the strengths and advantages of a truly global enterprise; this shows that Sony attempts to combine poly- and geocentric orientation for its international and global marketing approaches (G. Hankinson, (2007); W.J. Keegan, (2003)).
