What type of cultural challenges does Sony face when it attempts to market its products worldwide?

Sony is a multinational corporation that sells a wide variety of goods in the international marketplace. These range from electronics to online games to music- and the Japanese MNC is even in the entertainment business (Sony Pictures Entertainment), producing offerings for both the big screen as well as for television. Visit the MNC’s site at www.sony.com and/or www.sony-europe.com/, and read some of the latest developments in which the company is engaged. Pay close attention to its new offerings in the areas of electronics, television shows, movies, music, and online games. Then answer the following questions:

1. What type of cultural challenges does Sony face when it attempts to market its products worldwide? Is demand universal for all these offerings, or is there a “national responsiveness/globalization” challenge, as discussed in the chapter, that must be addressed?

2. In managing its far-flung enterprise, what are two cultural challenges that the company is likely to face and what will it need to do to respond to these?

Source: Chapter 5 Internet Exercise (International Management – Hodgetts, Luthans & Doh)

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