Sony was the market leader for music players, computers and phones directed towards entertainment in the 1990s. Its movie studio and publishing house were heavy weights in their fields. Now two decades on, Apple which used to be a niche player has taken over Sony’s position. This has partly happened due to the culture of collaboration missing at Sony. Respective departmental and product heads instead chose a path of individuality where there was internal competition between them. The bosses all aspired for independence within their verticals. Thus employees would be overworked often re-inventing the wheel. Cisco on the other hand is an example of an organization which has served customer needs perfectly by collaborating between units. Similarly, Sony’s top honchos should have developed the corporate strategy in such a way to ensure positive group dynamics rather than fight for independence.


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