on that case:

1. What is Sony's strategy for creating value? 2. Is Sony's strategy beyond the scope of its resources? 3. What is the proposed alternative strategy for Sony?

Brief Integrative Case 3.2 Can Sony Regain Its Innovative Edge? The OLED Project Sony Corporation, once an undeniable innovation leader, technology," says Semenza. They haven't had a block- has struggled recently to bring new innovative technolo- buster since the Trinitron cathode-ray-tube (CRT) televi- gies to the market. Sony's next-generation television, an sions of the 1970s, 1980s and 1990s. ultrathin model hailed by executives as a symbol of the According to analysts, Sony was slow to embrace the company's technological comeback, is now a symbol of shift from cathode-ray-tube televisions to LCDs. Once the another kind: the dilemma facing its TV business. The world's top TV maker, Sony now trails both Samsung and essence of the dilemma involves Sony's ability to hold its LG in terms of revenue, according to Display Search. And position as an innovation leader and stay profitable at the commercialization of this new technology brings about same time. operational and supply chain challenges to the electronic Sony developed a new flat-panel technology, called giant: Manufacturing costs for new technology are very organic light-emitting diode (OLED), to produce a bril- high, and the needed components are hard to procure. liant picture on a screen only 3 millimeters thick. The Research firm Display Search estimates Sony's production technology is so new that Sony is barely breaking even yield for its 11-inch OLED panel is below 60 percent, on the pricey sets.? In November 2007, Sony introduced meaning at least 4 of every 10 panels its factories produce the world's first OLED TV, the 11" XEL-1. Initially aren't up to par and can't be sold. Production of larger priced at US$2,500, the XEL-1 was more of a prototype panels would likely introduce more difficulties. than a commercial set. In January of 2009, Sony intro- duced the new 'X'series OLED Walkman with a 432x240 Sony's New OLED TV Features touch OLED. Despite these two releases, Sony announced Limited quantities of Sony's first OLED TV model it MTD