LyrArc Article Gist
Sony CEO, Howard Stringer, faced some bad luck in the last two years- surge in the Japanese yen, the tsunami and earthquake in Japan, floods in Thailand closing factories, hackers penetrating its online gaming network, and the European debt crisis. The result is fourth year of losses since he became CEO in 2005. His experience was as a journalist and television producer, and he helped turn around Sony's music and movie businesses. Nobuyuki Idei did something unusual when he chose Stringer to do the same for the electronics business at Sony- bringing a Welshman from Britain to run a major Japanese company and someone with no experience in the manufacturing side which is Sony's strength. Stringer made cuts that helped reduce costs, cutting about 26,000 jobs. He also picked younger managers for the executive team and was sensitive to cultural differences. Efforts to turnaround the television business did not work- with the television business running seven straight years of losses because of intense price competition. He also made efforts to change the culture at Sony so that different divisions and groups talked to each other. Kazuo Hirai, who ran the Playstation business, now assumes the CEO role with the benefit of the groundwork laid by Stringer. He faces a number of challenges including how to move away from the television business and how to come up with new products that excite buyers.