ABSTRACT
The Sony's brand is one of the strongest in the world. From the invention of Japan's first tape recorder and transistor radio by Sony's late founder Masaru Ibuka, to the latest hit products in electronics, games, music and film, Sony has consistently been a powerhouse of innovation and new product development. Corporate-wide global strategies and guidelines are determined and co-ordinated through the Sony Environmental Conservation Committees, headquartered in Japan. With its global production operations, Sony develops and manufactures products and provides customer services worldwide. Sony's efforts toward more sustainable products and production processes are be part and parcel of organisational management, supported by the genuine concern of many committed managers. Sony has developed an organisational infrastructure that simultaneously optimises localised initiative and global standardisation. The Eco TV project is not a stand-alone project for Sony; rather, it is one initiative embedded within a long-standing, comprehensive framework to promote environmentally friendlier products and production.
