A Corporate Brand in the Technology Road-Map: Sony

30 Pages Posted: 14 Nov 2008

See all articles by Olutayo Otubanjo, PhD

Olutayo Otubanjo, PhD

Brunel Busines School, Brunel University, London

L. L. K. Lim

School of Business and Social Sciences, Roehampton University

T.C. Melewar

Brunel University London; Middlesex University - Business School

Nelarine Cornelius

University of Bradford - School of Management

Date Written: November 11, 2008

Abstract

Purpose: This paper seeks to investigate how firms operating in technology intensive industries construct their corporate brands in the aftermath of new technological developments such as the launch of the international technology road-map policy.

Design/methodology/approach: A four page statement, which appears in Sony's annual report and CEO statement, was deconstructed using a five phase semiotic method process.

Findings: The outcome of this study illustrates how the pursuit of the international technology road-map triggered the emergence of three corporate associations/myths namely performance, innovation and entrepreneurship. These associations/myths serve as corporate brand building pillars.

Originality/value: The study provides researchers and managers with deeper insights into how the pursuit of the international technology road-map policy shapes a corporate brand and how firms can exploit the currency of a business environment in order to construct or reconstruct their corporate brands.

Keywords: Corporate brand, digital dream kids, semiotic method, technology

Suggested Citation

Otubanjo, PhD, Olutayo and Lim, Lynn L. K. and Melewar, T.C. and Cornelius, Nelarine, A Corporate Brand in the Technology Road-Map: Sony (November 11, 2008). Available at SSRN: https://ssrn.com/abstract=1299732 or http://dx.doi.org/10.2139/ssrn.1299732

Olutayo Otubanjo, PhD (Contact Author)

Brunel Busines School, Brunel University, London ( email )

Kingston Lane
Eastern Gateway Building
Uxbridge, Middlesex
United Kingdom

Lynn L. K. Lim

School of Business and Social Sciences, Roehampton University ( email )

80 Roehampton Lane
London, SW15 5SL
United Kingdom

T.C. Melewar

Brunel University London ( email )

Kingston Lane
Uxbridge, Middlesex UB8 3PH
United Kingdom

Middlesex University - Business School ( email )

The Burroughs
London, NW4 4BT
United Kingdom

Nelarine Cornelius

University of Bradford - School of Management ( email )

Emm Lane
Bradford, West Yorkshire Bd9 4JL
United Kingdom

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