In the summer of 1996, Masao Morita, president of Sony Personal Mobile Co, as formulated under its multi-marketing strategy for the rapidly changing automotive market navigation systems. Morita needed to address the conflicting opinions in his company on several key issues, including the geographical focus of the market, product selection and standards. "Hide
by John A. Quelch, Yoshinori Fujikawa Source: Harvard Business School 34 pages. Publication Date: October 20, 1996. Prod. #: 597032-PDF-ENG
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