About the Author

Akio morita January 26, 1921 in Tokoname, aichi, Japan-October 3, 1999 in Tokyo Co-founder of Sony corporation with his friend Maseru Ibuka Graduated from Osaka imperial university with A degree in physics

Joined the navy and served as A lieutenant during world war II

Made in Japan : Akio Morita and Sony is an autobiography of Akio Morita, the co-founder and former

chairman of Sony Corporation

The book provides insights into culture

Japanese The

Japanese way of thinking, particularly their business

management philosophies and styles.

The Japanese behavior is explained by putting it into a context based on Japan's history, recent and ancient.

Morita introduces the origins of his family, and how Sony was founded.

Chapters picture the war, early tape recorders, and

various conclusions on international markets. The

transistor was invented in North America in the 1950's,

and Sony took advantage of it.

The biography gives authentic details about patent issues, business conferences in various countries, and the invention of the Walkman

The book is narrated by Morita in an intensely personal,

down to earth, conversational style.

The autobiography was originally published in English in 1986 and has been translated to 12 languages.

Sections of the book

The book is divided into the following nine sections:

War
Peace Selling To The World (My learning curve) On Management (It's all in the family) American and Japanese Styles (The difference)

Competition (The fuel of Japanese Enterprise)

Technology (Survival Exercise)

Japan and The World (Alienation and Alliance)

World Trade (Averting Crisis)

Related to Business Family

Training of Business in Childhood

His Learning was Use of Motivation Be Clear about your Ideas the employees

Cultivate Money

Cant give all in world

Grand father having interest in artistic work. Business running on the faith of Managers. Akios father took over the troubled business. On Akio Moritas birth business was running good.

A music player imported from America. An electronic phonograph made by his relative. He started buying electronic books & magazines. Losing interest in studies. Joining of Science department.

Americans destroying Japanese Air craft factories. Main target-The industrial areas of Japan. Fear of losing war everywhere. Hope of ending war. First ever announcement by Japanese Emperor The war was over

Poor Condition after war Search for a Product- Developed Rice Cooker but failed

Business of Tape Recorders - 1952

Fortunate Morita family. Demolished Japanese military. Discussions regarding future in family.

First company.
Borrowed money from Akios father. Decision to produce Tape recorder.

Production of tape & use by IBM.

Production of tape recorder.

Marketing of tape recorder. Reducing the size of tape recorders. Invention of transistors and production of pocketable radio.

Old name of company- Tokyo Tsushin Kabushiki Kaisha. Changing to Teletech unsuccessfully.
Thought of changing to Sonny or Sohn nee. In the last chose SONY.

Changing Technology

Growing Market
New Inventions

Marketing Distributions System

Popularity of Music Production of terrif item Walkman Industrial Creativity

Double digit increase in GNP Low Inflation Rate More disposable income for spending Vigrous Growth of economy In 1958 only 1 percent of Japanese had a T.V set, only 5 percent had washing machine High saving rate in those days 20 percent

They change from their traditional distribution system to own outlet distribution system. Change the image of Japanese goods as poor quality to high quality expensive products. Innovative product line. It concentrate more on Research & Development rather then on study of market.

Walkman was introduced to miniaturize the conventional stereo with large loudspeakers to light headphones.

Marketing strategy used by Sony for Walkman They hired young couples to stroll through the Tokyo Ginza Pedestrian Paradise on Sundays listening to their Walkmans and showing them off.

Booming Economy High Employment Rate People were progressive & eager to use new products International Travel was becoming easier

It was established in Feb 1960 With capital of 500000 dollars With in 16 months it offered 2 million shares in U.S. market as ADR (American depository Receipts) It was Ist company to offered its stock in United States.

Language problem Different business clauses Different Rules for Accountacy Variable financial system favour (Traditional Japanese system favour short term finance whereas in America, it was not given more importance)

Introduced in 1969 It become standard all over the world replacing the all 2 inch big units in brodcasting situation It was efficient & economical Ist all transistors video tape recorder

Put into Pan Am & American airlines for passenger entertainment Give demonstration to big corporate agencies to train mechanics and salesman

Prince of Wales was involved in the promotion of Sony in U.K. Half of U.K production exported to Europe & Africa Britain give Albert Medal to Mr. Akio Marito in 1982.

Sony marketed a special calculator model SOBEX. Sony abolished its calculator business because of several dozen Japanese companies had jumped into business of making calculator . So Mr. Marito confess that he showed a lack of technical foresight on his part. He felt that if he stayed with calculator he might have developed early expertise in digital technology for used later in Personal Computers

Recruitment of new Employees

Labor laws
Changing Situation after war Learning while dealing with people - We should encourage the Employees - Try to meet & Know everyone - Motivate them.

 Much more successful than the other companies. No plan or theory or policy. Healthier relations with the employees. Family like feeling with the corporation. Simple management system for managing the business.

American businessmen seem to think it is natural always to

be looking over their shoulders to see who is coming up

behind them with a lawsuit

Japanese attitude towards work seem to be critically different from Americans

AMERICAN 500 Thousand lawyers. Never Trust Anybody. Trust only on lawyers. Facilities acc. to rank.

JAPANESE Approx.17000 lawyers.

39000 people pass exam. 300 person each year.

Trust and Faith Lawyers creates problem. Better working conditions.

AMERICAN Labour is used as tool.

JAPANESE Labour is not used as tool.

Concern about money.

Relations is different. Different attitude Cos. are brick walls.

Concern about company.

Healthier and cordial. Positive attitude. Cos. are stone walls.

Growth in the value of the stock

Japanese believe more in workers morale in companies

Japanese steel company joined with an American company Japanese see the basis of success in business and industry

 Glory name of Japanese come first. Competitive not only in business but in life too. Cannot compete in prices we will compete in services. Competition in domestic market makes consumer king.

 Once there were 40 makers of TV but only 6 left. .

Export as well sell in local market also. Free economic system. Share of market is more important to Japanese.

Introduced Betamax in market in 1975.

Sony Corporation

Promote new concept of time shift. Develop new ideas and new products. Never to listen the ideas from the outsiders. In U.S. they cheer people who take risks.

Capital is still not freely available in Japan.

Their true capital was knowledge, passion & integrity.

 Value of foreign exchange 360 yen / US dollar.

Buying and selling at appropriate prices. Prices are affected by demand and supply. Investment on return basis. Strong US dollar due to fund flow to US.

 Japans position has grown stronger in the world. Technology, product planning and marketing.

Employee confidence.
Quality, fair prices of hard earned money of consumer. Success depends only on the strength of our will.

Relation between modern Japan and rest of the world have

often been stormy

General motors make their first capital investment in Japan Good merchandise at the lowest price to produce quick profits

Import of goods worth $1.2 billion from France

44% of goods were exported

Perception gap between Japan and other nations

Cultural tradition and philosophy which are influenced by

nature

Japanese businessmen were worrying about how they can

cope the oil shocks

1973 and 1979 were a great blow to the world monetary

system

Changing technology US depends more on the US than on Japan

Tokyo economic summit in May 1986

Announcement of change in monetary policy

Japan growing in stronger position Moving into European market was not easy Develop a new business process