Lakhasly

In this case, it can be seen that the international strategy was founded on global standardization and local adaptation.For instance, in Asia, compact and feature rich products are noticeable strategic business unit focus whereas in Western markets, company emphasis on Sony products performance and quality.Most of the global ventures where Sony ventured where through the use of joint ventures, acquisitions and partnerships.

In this case, it can be seen that the international strategy was founded on global standardization and local adaptation. The company uses its global brand to successfully enter several different international markets and adapt its products to fit consumer demands as discovered in the new country.
Most of the global ventures where Sony ventured where through the use of joint ventures, acquisitions and partnerships. For example, the alliance with Ericsson in 2000 was to form Sony Ericsson; a new venture which focused on selling mobile phones.
It also plays international marketing strategy where it uses its universal brand image while customizing its products in the new markets. For instance, in Asia, compact and feature rich products are noticeable strategic business unit focus whereas in Western markets, company emphasis on Sony products performance and quality.