A Sample case study on contemporary issue

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A Sample On

CONTEMPORARY ISSUES

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Table of Contents

Introduction .......................................................................................................................... 4

Q. 1 Conducting Force field analysis on the current situation of Sony ............................. 4

Q.2 Measuring key characteristics change leader for organization ................................. 6

Q. 3 Measuring the evaluation methods how Sony can enhance innovation including

many factors structural, Cultural, human resource and technological factors .................. 8

Q. 4 Ways to enhance Sony's Corporate Social Responsibility ..................................... 11

Conclusion ......................................................................................................................... 14

References ........................................................................................................................ 16


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Illustration Index

Illustration 1: Corporate Social Responsibility at Sony ....................................................... 11

Illustration 2: Employee participation in CSR activities .................................................... 12


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INTRODUCTION

For better understanding of the contemporary issues, case study of Sony has been taken.

Sony is a electronics company which provides optimistic products like Smart phone, television and

other things to its consumers in many countries. Further, organization is facing many contemporary

issues such as financial loss, technological, competitive, customers expectation as well as

management issues in the many nations. In addition, these issues reduce the sales of enterprise in

various countries (Hamilton, Mitchell and Mangan, 2014). The present report introduces the Force

field analysis of current situation of Sony. It represents characteristics of change leader which can

help the firm to change present condition of company in electronics market. It describes the

evaluation methods to improve its innovation in the corporation. It defines the importance of

Corporate social responsibility (CSR) for competitive advantage.

Q. 1 Conducting Force field analysis on the current situation of Sony

Force field analysis is a decision making tool. It contribute effective role for organization to

take decision by measuring forces of against and change. It aids the firm to communicate the reason

behind decision.

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To Conduct force field analysis, management of Sony has to identify driving and restraining forces

for new change (Swanson and Creed, 2014). There are many driving and restraining forces in the

firm. Mainly, driving forces of firm is financial, technological, Customer expectation, pricing as

well as quality. They also help the firm to make change. In addition, restraining forces of Sony is

employees resistance, economical, cost, lack of leadership, competitors and retrenchment of Staff.

They are opposite forces which stops the firm for any type of change (Elam and Brands, 2013). As

per majority of rating, management of Sony can take decision regarding change.

Driving forces

Financial Structure- It most important aspect for Sony for its electronics product.

Management of firm has many monetary funds to invest in the market after getting $2.1

billion loss. Organization conducted joint venture with Ericsson in 2012 (Fullan, 2014). This

process can help the Sony to increase its sales in the electronics sector. If Sony invest its

monetary funds in effective way then company will get good profits from market. This

aspect will help the corporation for better change to improve its image in its sector.

Customer expectation- Consumers of Sony also keeps high expectations regarding its

products (Hayes, 2014) As per case study, organization has capacity to render effective

products in all electronics sector because there are many commodities like camera, Smart

phones of Xperia series as well as digital sound system which are best and contains good

quality in the market. This is main the reason behind customer keeps very high expectations

from Sony corporation in many countries. If organization provides better features in its

products then it will help to create positive impact in the electronics industry (Cameron and

Green, 2015). It will aid the firm for managing better change in the electronics field.

Technological Factor- Management of organization always focus on better technology


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which contribute optimistic role to manufacture its products. This aspect also helps

corporation to drive effective changes in the market. As per case study, enterprise provides

effective technology in many product like play station games and Vio series laptops which

attract many consumers in the electronics market.

Pricing - Enterprise keeps high pricing of its products at the starting time for its consumers.

When the organization recovers its invested money, then firm reduces its price in the market.

Further, firm provides better quality commodities to its customers in the electronics market.

This approach contribute effective role for Sony to manage positive change in its sector

(Griffin, R. 2013). This thing can attract customers to purchase its effective products in the

market.

Quality- Organization maintains effective quality in its products which is one of factor to

increase its sales in the electronics sector. This process can help the Sony to drive effective

change in the market. Corporation also uses total quality management and continuous

improvement process which help to maintain the quality in its products.



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Restraining Forces

Employees resistance- In the organization, there are many employees who create issues

regarding change management and these are many reasons for this kind of issues like

adoption of new technology as well as change in working pattern. These things are creating

problems to implement modifications in the Sony.

Economical factor- As per case study, organization terminated its many employees due to

recession impact. This type of thing encourage the employees to go against implementation

of new strategies and plans which produce issues for enterprise (Johnston and Marshall,

2013).

Lack of trust – According to case, organisational members do not trust the management due

to occurrence lot of conflicts between staff members and managers in Sony. Lack of trust

also create big issues which affect its performance and efficiency of firm in nation. Due to

these reasons, corporation is facing problem regarding change.

Cost factor- It is most important issue for Sony organization. According to case,

manufacturing of corporation products is higher than other companies in the electronics

market which is decreasing its sales in its sector. This process is also creating complexities

for Sony to implement any type of change.

Culture- Culture of Sony does not appropriate for its employees. Firm also uses normative

culture which compels the staff members to follow strict rules and regulations. These issues

are disappointing the employees to perform their work in the organization. Due to these

reason, enterprise is suffering with culture issues.

Lack of leadership- As per case study, management of corporation is also suffering

leadership problem. Firm does not has effective managers who can guide its employees to

perform any type of work This process generates lot of loss for the Sony in many nations.

This thing is also producing many problems to drive change for organization.

Competitors- According to case, organization has many competitors like Xiomi, Lenovo as


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well as Huawei which affecting the its business in the electronics market. These rivals are

providing better features and technology to its consumers in cheap price. This process also

reduces revenues of corporation in many countries (Elam and Brands, 2013). These things

are creating issues to execute policies of change in the Sony.

Q.2 Measuring key characteristics change leader for organization

There are many key characteristics of change leader for corporation which is necessary to re-

energise the employees and lead change project. It is described below the paragraph.

Vision capability- Change leader also contain effective vision capability in the Sony. This

thing can help the firm to design its goals and objectives. It provides good aid to achieve

them in the market (Brown and Harvey, 2011). In addition, it contribute effective role for

manager of organization to develop effective plan and strategies to get this goals and

objectives for better change in its sector. On the basis of this things, manager revitalise its

employees and management of Sony. This thing can also help staff member to increase

efficiency and productivity who are completely demotivated for changing policy. This way,

corporation can achieve effective success with help of change manager by innovating new

products in the electronics market (Cho, Hwang and Lee, 2012). In addition, enterprise can

cover its loss in many nations through earning more profit.

Risk takers and tolerance capacity- Change manager possess with risk taking as well as

tolerance ability in the Sony. This thing can help the leader to deal with big problems in the

organization. For example, It can also help the change leader to take critical decision in

adverse condition for changing policies of organization. This process can inspire the its

employees towards work in the Sony. In addition, it can contribute effective role for firm to

lead change project (Dubrin, 2015). This way, management of company can increase its

business activities in appropriate manner to earn effective profit in the electronics market.

Effective guidance for staff members- As per case study, staff members of Sony is

completely demotivated due lack of change leadership. Further, corporation also terminated

its many staff members in many countries. For example, change manager can also aid the its


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employees to reduce this effect by guiding them when they are facing any type of

complexities in the firm. This method can contribute effective role for change leader of Sony

to motivate all employees regarding working. As a result, enterprise can increase its

productivity with help of effective change in the market (Goetsch and Davis,2014). It can

achieve better competitive advantages with aid of good changing policies which can help the

Sony to reduce sales of its competitors like Xiomi, Lenevo and other Chinese brands in the

electronics market. This approach can also contribute effective role for Sony to manage the

change project.

Adaptability- Change leader also possess with effective adaptive capacity in the organization.

For example, This characteristics can help the Sony to adopts new things and make new

counter strategies to beat its rivals in the electronics market. This approach can also help the

firm to increase its organizational sales with help of change management in the world.

Adaptive policies can create interest to learn new things in the staff members of the Sony

(Clay, 2010). They aid the employees to inspire regarding job in the organization. As a result,

management of enterprise can increase its market share with help of new policies and ideas

which can contribute effectively to manufacture its new products to increase its selling in the



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electronics market.

Democratic skills- Change leader also consist with participative approach in the Sony. This

method can help the management of organization to take various ideas and concept which

are necessary for appropriate change by involving all employees in meeting. For example,

This process can also help staff member to motivate for job by realising their importance

in the Sony. With help of this method, change leader can improve efficiency and

performance of its employees in the electronics market. Manager can aid the organization to

get better income from its consumers as comparison of its competitors like Lenovo and

Xiomi in many nations (Cours, 2013).

Communication- Change manager also have with better communication skill in organization.

This process can aid the leader to talk with its employees and management of Sony

regarding goal and objectives which are necessary for better change. With help of this skill,

manager can present its ideas and concept front of its management which can be proved

effective aspect to lead change project in the Sony. For example, change leader can also

communicate with its staff member to resolve their issues in the organization. These things

can contribute effective role for firm to revitalise the employees to do extra efforts in order

to achieve organizational goals and objectives in the electronics market (Springer, 2014).

This way, change leader can help the Sony to reduce its problems in its sector.

Confidence- Change leader also have effective confidence regarding its decision making in

the organization. This thing can provide reliability to pertain its plans in the Sony. For

example, it can also help the change leader to increase its business activities of organization

very fast in the electronics market. It can aid the manager to build up effective confidence in

the staff members which can be necessary to revitalise them in the Sony (Fullan, 2014). This

way, organization can achieve its success very fast with the help of effective change

manager in electronics market.


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Q. 3 Measuring the evaluation methods how Sony can enhance innovation including many factors

structural, Cultural, human resource and technological factors

Organization is also suffering with many problems for innovating its products in the

electronics market. There are many factors such as technological, cultural, Structural as well as

human resources which can be improved by Sony to innovate its new products.

Structural factors

As per case study, Sony is a multi national company which operate its business activities

many countries. Structural problem is becoming barrier to innovate new electronics products in the

firm (Lasagni, 2012). Improper structural system also creates issues to take any type of decision

regarding innovation in the company. Management of organization also uses extremely hierarchical

structure to manage its operations in many countries.

To overcome from this complexities, Sony can use reliable hierarchical structure in the company.

This method can help the firm to reduce rigid rules and regulation for employees. It can provide

effective reliability for staff members to innovate new electronics products in the corporation. By

implementing this structure in proper way, Sony can establish appropriate system for work of



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employees and its divisions. In hierarchical structure, managers have authority to allocate resources

to employees for effective innovation and managing operations in the organization (Davila, Epstein

and Shelton, 2012). For example, They can also guide the staff members to develop new features in

Smart phones which can help firm to attract the many consumers for purchasing these gadgets in

many nations. It can aid Sony to rise its sales in the electronics market. This approach can also help

the each staff members to understand their roles and responsibility which can help them to make

new design of commodities in the firm. It can aid the management of organization to take any type

of decision regarding innovation. This way, Sony enterprise can improve its operations by using

proper hierarchical structure which can contribute effective role to innovate its new electronic

products.

Cultural Factor

According to case, Culture of organization does not seem good. This thing is creating

problems to innovate new products in Sony. Culture and Woking style of enterprise is very tough.

Firm uses Normative culture for its staff members which emphasize on only work (Brynjolfsson

and McAfee, 2012). This thing is demotivating its employees to innovate ideas and concepts in the

Sony. Some time, it also increases turnover of staff members in the firm. This process directly

affects efficiency and performance of enterprise in the electronics market. It also creates bad impact

of innovation of new products in the firm (Ambec and et.al., 2013).

To overcome with these problems, management of Sony can utilize Adhocracy culture in

company. This approach can give appropriate freedom for employees to innovate new electronics

gadgets through emphasizing on brainstorming process in the organization. It can contribute

effective role for the firm to provide dynamic and entrepreneurial environment to staff members.

It also encourage staff members of firm to take effective advance knowledge and information on the

new electronics sector to increase their innovation activities (Tispter, 2013). With contribution of

this culture, Sony can increase level of innovating thinking in the employees which can aid to

develop innovative electronics gadgets. This way, organization can enhance innovation capability of

staff members which can contribute effectively to increase its sales and revenues in many countries.


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Human Resources

It is most important factor for Sony which plays important role to improve innovating

capability of employees. As per case study, staff members of organization do not treated well as

comparison of other corporation in many countries. In addition, retrenchment of staff members also

demotivate them in the Sony. This thing is producing big complexities to increase innovation in

electronics products in the organization (Wang and Wang, 2012).

To recover from human resources issues, organization can conduct many activities to

improve its work force. For example, Sony can perform sporting and management games activities

at workplace. Further, base ball team culture support to conduct this type of operations in the firm.

Organization can also manage brainstorming process for its staff members. These efforts can

contribute role for Sony to increase thinking of employees which can improve capability of

innovating new products (Zhou and Li, 2012). Management of Sony can conduct proper training

and development activities which can aid effectively to increase their knowledge and information of

staff members. This thing can increase capacity of employees to innovate new electronics products

in the Sony. Organization can provide effective salary, promotion, bonus, incentives, non- financial

rewards as well as medical insurance to staff members. These things can inspire the staff members

to perform effective work in the organization. This process can enhance innovation capability of

employees for development of optimistic electronics gadgets in the Sony. In addition, management

of corporation can also manage one to one interaction method with employees to remove their

hesitation (Chesbrough, 2012). This thing can give better ideas and concepts regarding innovation

of products in the enterprise.



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Technological factors

According to case, organization is not using proper technological tools to innovate its

electronics products. Hence, competitors of Sony like Xiomi as well as Huawei is earning higher

profits by selling more Smart phones and other things in the market. They provide these products in

lower prises as comparison of Sony in the market. These things is creating problem for organization

to manage its sales and innovating ideas in many countries (Di Stefano, Gambardella and Verona,

2012). Management of corporation can use the internet for better research. This process can aid the

firm to read the journals, books as well as online articles on the technology. It can give effective

ideas to innovate ideas and concepts to manufacture new products in the Sony. Organization can use

Enterprise resources Planning (ERP) and Customer relationship management (CRM) to increase

capability in innovation. ERP software can help employees of firm to provide fast information about

many things like various competitive products and present trend of electronics gadgets in the market

(Hinchcliffe, 2013). It can also help Sony to develop new innovative commodities in electronic

sector. Customer relationship management can contribute effective role for enterprise by analysing

new demands of consumers. This things can give effective ideas to innovate new electronics

products by providing new features as per customer needs in the market. They can aid the Sony to

increase its sales in many countries.

Q. 4 Ways to enhance Sony's Corporate Social Responsibility


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Corporate Social Responsibility (CSR) refers to an organization's initiatives to access and

take accountability for companies impacts on environmental and social well-being (Bartov and Li,

2015). In other words it can be defined as a commitment by an organization to carry out its business

activities ethically and contribute to the economic development as well as improvement of the

quality of living of its employees, local community and society to a greater extent (Mallen, 2015). It

is also termed as corporate citizenship. It is very crucial for large business organizations to follow

corporate social responsibility in an effective manner for sustaining their business. In order to

discuss Sony's Corporate Social Responsibility (CSR) activities following points can be elaborated:

Sony aims to carry out CSR activities in order to show commitment through innovative

business practices. It aims to create products and services ethically to improve the quality of life of

Illustration 1: Corporate Social Responsibility at Sony

(Source: CSR at Sony, 2015)


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its key stakeholders including customers, suppliers, community, society, shareholders and

government. Sony developed its CSR Program in order to create opportunities for profitable and

sustainable growth of its business. According to Sony's CSR Report 2014, the company set goals to

meet the following targets:

Structural reform of Sony's electronic business.

Developing effective strategies to strengthen its core business areas such as Mobile, Gaming

and networking and entertainment.

Upgrading strategies related to technological development for creating future business

perspectives.

CSR Organizational Structure at Sony

Sony has set up an office for CSR with an aim to formulate strategies to meet the social

responsibilities. The CSR department of Sony takes care of CSR activities and promotes

communication with key stakeholders to inform them about the activities. This enable the firm to

effectively handle feedbacks from different departments of Sony such as Legal, marketing, human

resources, product quality and procurement regarding CSR initiatives (CSR Reporting, 2014). These

feedbacks are then considered to improve the strategies and incorporate then into management

actions.

Creating awareness among employees


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It is very vital to make employees aware of an organization's CSR activities. In order to raise

employee awareness in terms of effective CSR promotion, Sony develops an educational program

incorporating approach at three levels. The three levels of the educational approach include

Educating staff about CSR: Sony train new employees about its CSR program through e-

learning portals. In addition to this, Sony communicate CSR initiatives to its employees by

publishing monthly newsletters called CSR Update. Through CSR Forum, Sony provides

extensive training to its employees at Japan with an aim to increase their learning on CSR

Program. Experts from different areas are invited in this event to give lectures on key

Illustration 2: Employee participation in CSR activities

(Source : CSR at Sony, 2015)


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aspects of social responsibilities (Peloza, Ye and Montford, 2015). Employees are educated

on various vital aspects that include human rights, poverty, employment opportunities for

people with disability, environmental issues, significance of work life balance, technological

innovation for addressing social concerns and many more relevant topics.

Participating in CSR activities: Sony encourages its workforce to take active participation in

community engagement initiatives (Xu, Liu and Huang, 2015). Sony make sure that its

employees are well aware of social concerns and issues in order to make their participation

truly meaningful. In addition to this, Sony staff is encouraged to take part in fund raising

activities and community development projects to reflect organization's commitment

towards society and local community.

Incorporating CSR strategies in everyday operations: Sony ensures that its employees

incorporate company's CSR initiatives into their day to day operations. As employees

represent their company it is the responsibility of Sony to motivate them to perform in a

desired manner without neglecting the interests of workers.

Strengthening relations with Stakeholders

Sony comprehends the fact that it is very important to address the issues of key stakeholders

in order to strengthen the foundation of its business (CSR at Sony, 2015). This is very crucial for

achieving sustainable growth of Sony by fulfilling its responsibilities towards society. The corporate

giant aims to earn the trust of its vital stakeholders through sound business operations and broad

range of CSR activities. The below table features the ways in which Sony can ameliorate its CSR

initiatives in order to build trust of its stakeholders.


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CONCLUSION

From the report, it is found that force field analysis is effectively helping to execute driving

forces like quality, technological, pricing, Customer expectation as well as financial in the Sony.

Further, characteristic of change leader like vision capability, risk tolerance, adaptability and

communication help the organization to re-energise its staff members and lead change project.

Structural, cultural, technological and human resources contribute effective for Sony corporation to

increase the innovation in electronic gadgets. It can be concluded that corporate social responsibility

(CSR) activities also provides effective competitive advantages to earn more profit in the market.

It also help the Sony to make optimistic image electronic sector.



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REFERENCES

Journals and Books

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Brynjolfsson, E., & McAfee, A. (2012). Race against the machine: How the digital revolution is

accelerating innovation, driving productivity, and irreversibly transforming employment and

the economy. Brynjolfsson and McAfee.

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Peloza, J., Ye, C., & Montford, W. J. (2015). When companies do good, are their products good for you? How corporate social responsibility creates a health halo. Journal of Public Policy &

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Education

A Sample case study on contemporary issue