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Sony vs. Apple - iPod launching, a case study of leadership and innovation

Author

Listed:
  • Camelia Cojocaru

    (Faculty of Administration and Business, University of Bucharest, Romania)

  • Silviu Cojocaru

    (Faculty of Administration and Business, University of Bucharest, Romania)

Abstract

In 1979, Sony launched a portable Walkman range. For nearly a quarter of century, the Sony Walkman was the undisputed market leader and Sony was considered a top innovative company. Then, in 2001, Apple decided to launch the iPod, a new portable player. About 80% of the iPod technical components (e.g. memory, storage media) were produced by various companies within the Sony group. In 2004, iPod sales overtake Sony Walkman globally and become the new market leader in portable players. How was this possible? Theoretically, Sony held all conditions for launching the new generation of portable players, but instead, a new company – Apple – completely changed the market.

Suggested Citation

  • Camelia Cojocaru & Silviu Cojocaru, 2014. "Sony vs. Apple - iPod launching, a case study of leadership and innovation," Manager Journal, Faculty of Business and Administration, University of Bucharest, vol. 20(1), pages 115-125, December.
    • Handle: RePEc:but:manage:v:20:y:2014:i:1:p:115-125
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