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conglomerate that it is today. The main objective of the company was to design and create

innovative products which would benefit the people.

The Electric Rice Cooker

From early attempts at creating products like the

rice-cooker to the later success of creating Japans

first magnetic recorder, the innovative company

went on to create other hit products which won the

company widespread recognition and international

acclaim as a truly global company known for its

quality and innovative products. Significant product

milestones included Japans first transistor radio(Trinitron Coltheir1955), ColtheirTelevision

(1968),Walkman Personal Stereo(1979),

HandycamVideoCamera (1989),

PlayStation(1994),Blu-ray DiscRecorder (2003)

and PlayStation 3 (2006).

Sony employees in 1956

The company name of Sony was created bycombining two words of sonus and sonny. The

word sonus in Latin represents words like sound

and sonic. The other word sonny means little son.

Used in combination, Sony is supposed to represent

a very small group of young people who have the

energy and passion towards unlimited creations and

innovative ideas. With the far-sight of expanding

worldwide, it was in 1958 that the company

formally adopted Sony Corporation as its

corporate name. Easy to pronounce and read in any

language, the name Sony, which has a lively ring to

it, fits comfortably with the spirit of freedom and

open-mindedness.

One of the most recognized brand names in the world today, Sony Corporation, Japan,

established its India operations in November 1994, focusing on the sales and marketing of

Sony products in the country. In a span of 16 years, Sony India has exemplified the quest for

excellence in the world of digital lifestyle becoming the countrys foremost consumer

electronics brand. With relentless commitment to quality, consistent dedication to customersatisfaction and unparalleled standards of service.

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Sony India operates in the following segments :

Electronics: White consumer goods like Colour Televisions (CTV), audio systems, digitalcameras among many others.

Movies: Does movie business through Columbia Tristar Films India Ltd.

Television Entertainment/Media: Through Sony Entertainment Television it sells TVsoftware and entertainment programs.

Music: Sells audiocassettes through Sony Music India.

Sony India broke even in 1997-98, two years ahead of initial plans. It employed over 900

people as of 2002 and had sales of over US$ 170 million in 2003-2004.

Sony India has a strong network of distributors and sales force, which consists of 2000dealers and distributors, 40 Sony World outlets, 60 Sony Exclusives and 12 direct branchlocations.

Sony India has a strong service presence across the country with five company-ownedservice centres and 119 authorised service centres.

Sonys market share in the audio segment is 45 per cent (by value) and 7.8 per cent inCTVs(by value).

Sony Indias software division, Software Architecture Division (SARD) has been awarded

the Software Engineering Institutes Capability Maturity Model (SEI-CMM) Level 5 rating.

India challenges

Sony faced a few challenges on entering India :

Price and value sensitivity of Indian consumers Requirement of a robust and vast distribution network Tough competition from local players and MNCs

Sony India is recognized as a benchmark for new age technology, superior quality, digital

concepts and personalized service that has ensured loyal customers and nationwide acclaim in

the industry. Withbrands names such asBRAVIA,VAIO,Tablet,Handycam,Cyber-

shot,Walkman,Xplod,Sony hi-fi,Memory stickandPlayStation, Sony has

established itself as a value leader across its various product categories of Audio/Visual

Entertainment products, Information and Communications, Recording Media, Business and

Professional products.

http://www.sony.co.in/productcategory/bravia-lcd-tvhttp://www.sony.co.in/productcategory/bravia-lcd-tvhttp://www.sony.co.in/productcategory/bravia-lcd-tvhttp://www.sony.co.in/productcategory/vaio-laptophttp://www.sony.co.in/productcategory/vaio-laptophttp://www.sony.co.in/productcategory/vaio-laptophttp://www.sony.co.in/productcategory/sony-tablethttp://www.sony.co.in/productcategory/sony-tablethttp://www.sony.co.in/productcategory/sony-tablethttp://www.sony.co.in/productcategory/handycam-camcorderhttp://www.sony.co.in/productcategory/handycam-camcorderhttp://www.sony.co.in/productcategory/handycam-camcorderhttp://www.sony.co.in/productcategory/di-digital-camerahttp://www.sony.co.in/productcategory/di-digital-camerahttp://www.sony.co.in/productcategory/di-digital-camerahttp://www.sony.co.in/productcategory/di-digital-camerahttp://www.sony.co.in/productcategory/walkman-mp3-playerhttp://www.sony.co.in/productcategory/walkman-mp3-playerhttp://www.sony.co.in/productcategory/car-audiohttp://www.sony.co.in/productcategory/car-audiohttp://www.sony.co.in/productcategory/car-audiohttp://www.sony.co.in/productcategory/home-audiohttp://www.sony.co.in/productcategory/home-audiohttp://www.sony.co.in/productcategory/home-audiohttp://www.sony.co.in/productcategory/sto-memory-stickhttp://www.sony.co.in/productcategory/sto-memory-stickhttp://www.sony.co.in/productcategory/sto-memory-stickhttp://www.sony.co.in/productcategory/video-game-consoleshttp://www.sony.co.in/productcategory/video-game-consoleshttp://www.sony.co.in/productcategory/video-game-consoleshttp://www.sony.co.in/productcategory/video-game-consoleshttp://www.sony.co.in/productcategory/sto-memory-stickhttp://www.sony.co.in/productcategory/home-audiohttp://www.sony.co.in/productcategory/car-audiohttp://www.sony.co.in/productcategory/walkman-mp3-playerhttp://www.sony.co.in/productcategory/di-digital-camerahttp://www.sony.co.in/productcategory/di-digital-camerahttp://www.sony.co.in/productcategory/handycam-camcorderhttp://www.sony.co.in/productcategory/sony-tablethttp://www.sony.co.in/productcategory/vaio-laptophttp://www.sony.co.in/productcategory/bravia-lcd-tv

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Sony India is one of the most recognized consumer electronics brand in the country, with a

reputation for new age technology, digital concepts and excellent after sales service. In India,

Sony has its footprint across all major towns and cities in the country through a distribution

network comprising of over 10,400 dealers and distributors, 270 exclusive Sony outlets and

23 direct branch locations. Sony India also has a strong service presence across the countrywith 255 service outlets. Manned by customer friendly and informed sales persons, Sonys

exclusive stores Sony Centre are fast becoming the most visible face of the company in

India. A distinctive feature of Sonys service is its highly motivated and well -trained staff

that provides the kind of attentive and sensitive service that is rare today.

Sony is committed to ensuring that both the products and the marketing activities employed

truly make a difference to peoples lifestyles and offer them new dimensions of enjoyment.

Relentless commitment to quality, continuous dedication to customer satisfaction and

unparalleled standards of service is what differentiates us from countless competitors and

reflects a true image of all that is Sony.

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Corporate Social Responsibility

PurposeThe concept of corporate social responsibility (CSR) has a long history associated

with how it impacts on organizations' behavior. In order to understand CSR's impact on

organization behavior, therefore, it is necessary to comprehend its progression. Subsequently,

the purpose of this paper is to trace the conceptual evolution of CSR.

Design / Methodology / Approach The paper reviews the literature and adopts a

chronological structure organized on a decade-by-decade basis. The results demonstrated that

CSR research has changed constantly during the last 60 years.

Findings In the 1950s the primary focus was on businesses' responsibilities to society and

doing good deeds for society. In the 1960s key events, people and ideas were instrumental in

characterizing the social changes ushered in during this decade. In the 1970s business

managers applied the traditional management functions when dealing with CSR issues, while,

in the 1980s, business and social interest came closer and firms became more responsive to

their stakeholders. During the 1990s the idea of CSR became almost universally approved,

also CSR was coupled with strategy literature and finally, in the 2000s, CSR became

definitively an important strategic issue.

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ETHICS OF SONY

Sony corporation recognizes the importance of protecting the natural environment that

sustains all life on the earth for future generations. Sony strives to achieve a zero

environmental footprint throughout the life cycle of its products and business activities.

the corporation reduces environmental footprint and prevents environmental pollution by

complying with all environmental regulations.

Climate changes:

Sony reduces energy consumption and strives to achieve zero emissions of greenhouse gases.

Chemical substances:The corporation minimizes the risk of chemical substances that it uses and eliminates the use

of substances that have potentially significant impacts on the environment.

Resources conservation:

Sony uses water efficiently, minimizes waste from sites and maximizes the effort for take

back and recycling products from marketers.

The Sony corporation established its Green Management 2010 mid-range group

environmental targets. these targets guide Sony in its effort to prevent global warming,

recycle resources, ensure appropriate management of chemical substances and address a

broad range of other environmental issues.

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SONYCSR (Corporate Social Responsibility)

CSR AT SONY

"It is the core corporate responsibility of Sony Group to the society to pursue its corporate

value enhancement through innovation and sound business practice."

Sony's corporate social responsibility (CSR) activities reflect its philosophy of

implementing sound business practices; innovating to realize products, services and content

that inspire and excite; assisting the communities in which we operate; and helping to shape a

better, more sustainable society. Sony believes that these activities both benefit society and

enhance corporate value.

Society's expectations of Sony constantly evolve in line with the diversification of markets

and customer lifestyles, advances in Sony products and services, and the changing concerns

of the Company's stakeholders. As the Sony Group presses forward with strategies aimed at

strengthening its operating foundation and achieving its business targets, it will also continue

to promote bold initiatives, including in its CSR agenda.

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Relations with Stakeholders

Sony understands that addressing issues of interest to its many stakeholders is intrinsicallylinked to its ability to ensure a strong operating foundation, which is in turn vital to ensuring

the well-being and sustainability of its business activities and to achieving sustainable

growth. Sony's CSR initiatives reflect this understanding. Sony works to earn the trust of its

stakeholders through its business activities, as well as through a range of CSR initiatives.

Stakeholders Principal Goals Page to Visit

Customers

Provide products that deliver satisfaction, safetyand peace of mind from the customer's

perspective Provide customer service that further enhances

customer satisfaction

Enhance usability and accessibilityQuality and Services

Shareholders

Promote swift and appropriate disclosure Achieve continued growth in corporate value Investor Relations

Business

partners

Ensure appropriate, transparent and fairprocurement practices, in line with the SonyGroup Code of Conduct

Ensure that procurement practices are inharmony with the environment and society(including labor issues, human rights andconflict minerals)

Responsible Sourcing

Employees

Support employees with diverse backgrounds Promote diversity in hiring Foster global business leaders and engineerswho will drive growth in the future Support individual career-building efforts) Promote dialogue through employee surveys and

town hall meetings

Human Resources

Local

communities

Promote initiatives that contribute tocommunities in fields where Sony is best able todo so

Provide emergency relief Work with NGOs and NPOs to help resolve

CommunityCommunity EngagementEnvironment

http://www.sony.net/SonyInfo/csr_report/quality/http://www.sony.net/SonyInfo/csr_report/quality/http://www.sony.net/SonyInfo/IR/http://www.sony.net/SonyInfo/IR/http://www.sony.net/SonyInfo/csr/training/http://www.sony.net/SonyInfo/csr/training/http://www.sony.net/SonyInfo/csr_report/employees/http://www.sony.net/SonyInfo/csr_report/employees/http://www.sony.net/SonyInfo/csr_report/contribution/http://www.sony.net/SonyInfo/csr_report/contribution/http://www.sony.net/SonyInfo/csr/community/index.htmlhttp://www.sony.net/SonyInfo/csr/community/index.htmlhttp://www.sony.net/SonyInfo/csr_report/environment/http://www.sony.net/SonyInfo/csr_report/environment/http://www.sony.net/SonyInfo/csr_report/environment/http://www.sony.net/SonyInfo/csr/community/index.htmlhttp://www.sony.net/SonyInfo/csr_report/contribution/http://www.sony.net/SonyInfo/csr_report/employees/http://www.sony.net/SonyInfo/csr/training/http://www.sony.net/SonyInfo/IR/http://www.sony.net/SonyInfo/csr_report/quality/

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issues facing society

Global

environment

Reduce the environmental footprint of Sony'sbusiness activities and products throughout theirlife cycle to zero

- Reduce CO2emissions of Sony's businessactivities and products throughout their life cycle tozero- Reduce the volume of virgin resources used and

maximize the use of recycled resources; conservewater resources; and promote the collection andrecycling of end-of-life products- Prevent pollution by reducing the volume of

chemical substances used

- Promote the conservation and restoration ofbiodiversity and the sustained use of biodiversity-friendly products

Environment

NGOs, NPOs

and other

organizations

Collaborate with NGOs and NPOs to helpaddress social challenges

Participate in global frameworks Participate in CSR-related organizations and

projects

Community EngagementPartnership andParticipation in frameworks

CSR Organizational Structure

Sony has established an office for CSR that is responsible for formulating policies concerning

Sony's social responsibilities, implementing these policies throughout the Group and

communicating with third parties through, among others, the sharing of information.

CSR department also handles CSR-related disclosure, promotes dialogue with stakeholders,

ensures feedback reaches management and any pertinent Sony department (e.g., legal,

compliance, environment, product quality, procurement, human resources, marketing) as well

as interdepartmental meetings, and is incorporated into management's actions. The relevant

departments promote CSR activities throughout the Group by ensuring policies and initiatives

thus incorporated are conveyed to Group companies.

Raising Awareness

Recognizing the importance of raising employee awareness with regard to the effective

promotion of CSR, Sony offers a variety of educational programs based on a three-level

approach, whereby employees are encouraged first to learn about CSR, second to participate

in CSR activities and third to incorporate CSR into their day-to-day work.

http://www.sony.net/SonyInfo/csr_report/environment/http://www.sony.net/SonyInfo/csr_report/environment/http://www.sony.net/SonyInfo/csr/community/index.htmlhttp://www.sony.net/SonyInfo/csr/community/index.htmlhttp://www.sony.net/SonyInfo/csr_report/philosophy/engagement.htmlhttp://www.sony.net/SonyInfo/csr_report/philosophy/engagement.htmlhttp://www.sony.net/SonyInfo/csr_report/philosophy/engagement.htmlhttp://www.sony.net/SonyInfo/csr_report/philosophy/engagement.htmlhttp://www.sony.net/SonyInfo/csr_report/philosophy/engagement.htmlhttp://www.sony.net/SonyInfo/csr/community/index.htmlhttp://www.sony.net/SonyInfo/csr_report/environment/

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(1)E-learning

CSR training for new employees focuses on instilling know-how and introducing Sony's CSR

program. Sony also offers in-person training sessions aimed at management.

(2)CSR Update (Newsletter)

Sony publishes CSR Update, a monthly newsletter for Sony Group employees detailing

Sony's principal CSR initiatives and reporting on related awards received from third parties

and CSR trends.

(3)CSR Forum

Held after hours and completely voluntary, the CSR Forum provides Sony employees in

Japan with the opportunity to increase their knowledge of CSR. This event features lectures

by invited experts, film screenings and other activities, and addresses a variety of themes,

including emergency relief, the environment, human rights, poverty, international

understanding, employment opportunities for the disabled, worklife balance and diversity,

base-of-the-pyramid (BOP) businesses and social innovation. Employees of Sony Group

companies were able to view the proceedings via streamed video or other media, substantially

boosting participation in the event.

(4) Employee Participation

Sony believes that employee participation is crucial to ensuring its community engagement

activities are truly meaningful. Accordingly, Sony encourages employees to be aware of

social issues, strive constantly to deepen their understanding and then to participate in

fundraising initiatives, community projects and/or other activities. Sony also encourages

employees to act as instructors for workshops organized for children and students and in

other capacities that capitalize on their specialized skills, as well as to participate in Public

Viewings and other social contribution initiatives in developing countries.

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Sony Education Foundation

The Sony Education Foundation provides support for educators and

institutions

with the sense of purpse needed to awaken enquiring and creative attitudes inchildren

through the stugy of science.

People Need Nature to Thrive

Sony's contribution to conserve the biodiersity on this beautiful planet

with Conservation International

Project for Forest Conservation in Sumatra

Sony helps to protect a World Heritage site forest on the island of

Sumatra, with WWF Japan

http://www.sony-ef.or.jp/english/index.htmlhttp://www.sony.net/SonyInfo/csr/ForTheNextGeneration/biodiversity/http://www.sony.net/SonyInfo/csr/ForTheNextGeneration/biodiversity/http://www.sony.net/SonyInfo/csr/ForTheNextGeneration/sumatraforest/http://www.sony.net/SonyInfo/csr/ForTheNextGeneration/sumatraforest/http://www.sony.net/SonyInfo/csr/ForTheNextGeneration/biodiversity/http://www.sony-ef.or.jp/english/index.html

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CSR Awards and Recognition from External Organizations (fiscal 2012)

Award during FY

2012

Subject Sponsor Acquired

Innovation in Plastics

Recycling Award

SoRPlas American Chemistry

Council

2012.11

Good Design

Sustainable Design

Award

Home Energy Server

CP-S300E / CP-

S300W

Japan Institute of

Design Promotion

2012.11

CEA Innovations

2013 Design and

Engineering Awards:

Eco-Design andSustainable

Technologies product

category

-Blu-ray Home

Theater System

BDV-N790W

(employs magneticfluid speakers)

-Cyber-shot Cioact

Digital Camera DSC-

HX30/20 series

(employs SoRPlas)

Consumer

Electronics

Association

USA

2012.11

2012 Environmental

Excellence Awards:

Technology

Innovation

SoRPlas Industrial

Environmental

Association

(California, USA

2012.10

EISA Green Smart

Phone Award

Smartphone

Xperia P

European Imaging

and Sound

Association

2012.09

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BIBLIOGRAPHY:

AWARDS. (2013). Retrieved from http://www.sony.net:

http://www.sony.net/SonyInfo/csr_report/news/awards/index.html

CSR / Environment. (2013, SEPTEMBER). Retrieved from http://www.sony.net:

http://www.sony.net/SonyInfo/csr/