A Corporate Brand in the Technology Road-Map: Sony
30 Pages Posted: 14 Nov 2008
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
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