Read the case in the file and answer the 4 questions below.

1. Do you see Sony as an innovator in its industries of electronics, semiconductors, computers, video games, and telecommunications equipment? Why or why not?

2. Sony has a vision of “using our unlimited passion for technology, content and services to deliver groundbreaking new excitement and entertainment.” The mission is even clearer. Sony is “a company that inspires and fulfills your curiosity.” Does Sony inspire and fulfill your curiosity? Why or why not? Explain.

3. Sony has 12 core segments in its business. Is this too many or not enough? Are today’s companies diversified like they used to be a few decades ago? Can Sony’s 12-segment business model be sustainable?

4. The Future Lab Program, which is a part of Sony’s investment in R&D, embraces an approach to technological R&D that emphasizes an open creative environment and direct lines of communication with society, with the end goal being to co-create new lifestyles and customer value. Does Sony create significant customer value? Does Sony create new lifestyles?

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