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3-2 Case Study: Does Sony Need to Trim Down?
Review the Financial Times video and use the resource-based view of international business strategy
(IBS) by addressing the following:
1. Evaluate Sony’s five-year performance versus major global rivals, both financial and
strategic positioning.
2. Characterize the salient aspects of the global audio and video equipment and
consumer electronics industry value chain.
3. Conduct a VRIO analysis of Sony’s major resources and competencies within its value
chain.
4. Do any competencies reach the “core” or “distinctive” level over rivals? How do these
relate to their chosen generic strategy and value chain activities?
5. Summarize Sony’s strengths and weaknesses. What are the strategic implications for
Sony’s future IBS?
Suggested Resources: Sony 2012 Annual Report and company website
Library Databases:
1. Company information: OneSource and Value Line
2. Industry information: Net Advantage and MarketLine
Commentary may include Reuters, WSJ, Financial Times, or industry-related publications
Link: http://uds.ak.o.brightcove.com/47628783001/47628783001_2382228072001_sony.mp4
APA must be followed. All questions must be answered. 2-3 pages.

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