Summary: Made In Japan - Akio Morita, Edwin Reingold and Mitsuko Shimomura: Akio Morita and SONY

This work offers a summary of the book "MADE IN JAPAN: Akio Morita and SONY" by Akio Morita, Edwin Reingold and Mitsuko Shimomura.On May 7, 1946, a new company was formed in Tokyo called Tokyo Tsushin Kogyo or Tokyo Telecommunications Engineering Corporation.

Today, that company, renamed as Sony Corporation, is one of the world's most successful consumer electronics company.

The authors chart the fascinating journey of Sony, through the rocky early stages, when neither of the founders knew anything about manufacturing their product, to their status as a world leader.

The founders realised early on that marketing was to be as important as the product, and so apportioned resources accordingly; they also realised that the "no pressure" sales technique was very effective, and opened a showroom simply for people to look.

Their strategy of establishing sales and marketing before expanding manufacturing overseas made sound financial sense, as did the policy of hand picking every employee, even when the company radically expanded.

Sony was based on the Japanese beliefs of family business and consensus management, both of which have served it well.Made in Japan explores Sony's R&D strategy, its philosophies and ethos.

It's interesting how many of Sony's ideas have been adopted by others, and how much relevance they still hold today.