A Review On The Sony Corporation Information Technology Essay

This research proposal is based on the way of applying the research methods in to the investigation of the existing channels to improve and if the organization is going to implement a new recognized communication channel then identify the pros and cons and the points which are to be improved should be focused on. In this research selected Multinational organization is SONY Corporation

Evaluation of the research approach should be done as of example wise 5 recognized existing and can implement channels as Email, state light phone, Skype and community chat, Member portal blog and internal message system.

According to that 5 Recognized channels research is as fallows.

theory of corporate Communication

Internal Communication Channels

Internal Communication Channels

efficiency and effective of Various Communication Channels

advantages and disadvantages of different types of Communication Channels

SONY Corporation

Sony is an electronic giant in the world of media. Sony is one of leading manufactures in manufacturing, video games, information technology, communication and electronic products in the world. Sony maintains the variation in their production line and they have wide range of production from simple electronic equipment to professional high tech products. And also they have now moved to the LCD and LED TVs that the most popular in the world.

When people here about SONY the first thing comes mind is the quality of the Sony Products. The quality of their product, always keep SONY in top among the competitors. The secret of success in SONY is innovation in electronic goods.

Proper communication channel is very important for this company because it is multinational company and they have separate business units and proper communication between each business unit, among the business units and within business unit are always giving higher Efficiency and effectiveness.

Research aim

The result should be based on the measurement on the above evaluation result.

Based on the performance measuring of the location then identify according to the channel performance and its suitability of the relevant channel.

Security: this gives on the output of Exiting security levels and its performance and user based and company based a new security requirement level.

Technology: this is on the technology compatibilities of the company and employee, and the channels level of Technology which is in existence and the ways of updating this in the manner of technology measuring in this.

Compatibility: this is the best part of identify the improvement level. This is cover the Sony Company process compatibility and the as above identify factors wise compatibility in the level channels, If is not a level of expected compatibility we can treat as improving it.

Investment cost: this is the most important because finally as the improvement cost is very high in channels need to consider with Allocated company budgetary wise

And other factor need to be investigate in the Channel differentiations and it’s way of work out like, only voice transferring, Voice with video transferring, Document transferring, All the Video, Audio and Document transferring.

And the Uniqueness of the channel is important.

(Source: Saunders M., Lewis P. and Thornhill A. (2003) Research Method for Business Students. 3rd Ed, Pearson education, Essex, England, pp90-103)

Research Objectives OR Research Questions OR Hypothesis

According to the research topic, the questions based can be understood by using the hypothetic test on the highlighted Question. All the contributions of the questions are needed to be understood according to the wide scope of the research topic. Basically a major topic can be broken down into a Basic level of understanding; there by question can be easily understood.

Example of topic breaks down

Topic<ADBD> (when the full word, cannot be understood)

Sub Topic< AD> <BD> (deviation can understandable to some level like “two letter”)

Basic level <A> <D> <B> <D> (can read that letter, but can be read fully letter contribution because it’s not a word)

Based on the above method we get to investigate the research topic as below

Research topic: how the channels of communication with employees might be improved in the Sony Corporation?

Identify the research Component based on research topic

<Communications channels> <Employee><improvement> <Sony Corporation>

Finally the research is focused on objectives:

Identify the communication channels and pros and cons with Sony Corporation?

Identify Requirement of Sony Corporation related in communication and importunacy

Evaluate Employee requirement of relating communication in Sony Corporation

Investigate and identify the strategies how existing communication channel is improved?

Sony Corporation


Communication channels


QS? (Figure 1.0 Showing Research topic and related investigate component)





Research Scope-(Boundaries of Research in which you will do your work)

In the project scope should be based on the Goals and the objective of the research

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Main goal is find the way of improving communication channel according to the Employee requirement and Sony company requirement.

Based on it we have to scope out the project as fallows,

Identify the Communication channels can be used

This scope is covering type of communication channels, organization structure and communication structures, Security of channels, Cost of can spend in the communication, Expected level of the improvement

Identify the requirement of the Employees

Information share on the Employees, Sony Corporation structure and Employee communication requirement, Expected security levels, Expected levels of communications, Identify the language differentiation and level of their understanding on common language, Identify employee type, communication and information types

Identify the Company requirement to do the operation

Company stature, type of information on sharing, company standards, security levels, company culture local and international, business process and its improvement

Finally conclusion of based on research result on the way of improving according to identify above requirement


Introduction to Literature Review

The literature review in this research plays a number of roles and number of functions.

Provide a theoretical background of the study

This phase describes the theories and the methods of the review in the research. This research is mainly focuses on two methods. One is the Survey methodology as based on the collecting of information from employee in the Different business units in different countries. And the other methods are the experimental method which is used to analyze the performance of the channel (Ethridge, 2004)

What is already defined and which parts have to be start on the beginning

Already done part in the channels performance measuring part .this supports to the service provider’s side .When taking in to consideration of two countries we have to decide on the given facts and the particular situation.

To enable your context anal on the research this also will help to improve :

Based on the existing system the research is analyzed, like Sony Corporation existing communication mechanism and its performance wise. In the comparison of this based on the Requirement and issues as faced in the communication wise versa in the employees.

Knowledge based on the research area

Knowledge should be an important factor in the research within the communicating channels and its technical matters should be done in the One of the selected service provider’s company professionals. And the data collections are doing in the team of already allocated in the research team.

Improve the methodology

In the technology, it is an important factor of the research. This should be a considerable in the research output, It because the improvement request is focusing on the technology improvement as well.

Contextualize the findings.

Finding contextualizing it shall perform in statistical manner, and then finally in to the research paper. This is important.

Being need to clarify the research problem, Based on the functions implementing the function of the literature review. It is based on the following aspects:

Theory of corporate Communication

International Communication Channels

Internal Communication Channels

Efficiency and effective of Various Communication Channels

Advantages and disadvantages of different types of Communication Channel

(Source: Study the Research methodology, [online], Available from:


[Accessed on 29th December 2010])

2.2 Review of Relevant Theories and Literature

2.2.1Communication Channels

Communication channel can be divided in to two different categories those are,

Physical channel

Mechanical channel

Physical Media

The meaning of physical channel is, the person who is talking can be seen and can be heard by others. It is consisting of hearing, seeing, body languages, feelings and etc. This channel can be two way channel or multiple channels. Example for the channel in company (Boone, 2000)

Large employee meetings

Departmental Meetings

Management meetings

Viral communication

Mechanical Channel

Mechanical channel can be described as written or electronic channels. This type of channel can be used to delivering the large picture with deeper information. And also mechanical channels are very fast comparatively physical channel. Example for the mechanical channel (Boone, 2000)


Letters news letters

Private letters

Notice Board letters


Newspaper and magazines


Social Network

2.2.2 Communication Process and channels in Sony Corporation

Sony is always encouraging their employees to present their opinions, so they consider proper communication process between management and employees as a company value. With their recent modification of structure, they used employee participation with their opinions. Sony always communicates closely with employees to verify to their ideas for structural reforms. Sony need proper communication channels, because their operating in various country in worldwide and they have to respect various culture and attitudes.

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Sony is giving high priority to communication between management and individual employees, company CEO is visiting Sony sites all over the world and communicates directly with employees. Senior management of Sony Group communicates with employees using various communication channels as examples posting massage on Sony web site, using email and etc. its facilitate to sharing information among the Sony Group.

Sony in China is actively involve with promote communication with their employees and they have good relationship with management and labors. Various communication channels are used to maintain effective communication process among the employees and management, holding meetings using company internets, distribution employee questionnaires, and Distributing internal newsletters, to ensure the information is distributed among the all level of employees.

(Source: Corporate Social Responsibility, [online], Available from:


[Accessed on 29th December 2010])


Research Methods

Two methodologies are being used in this research, selecting a communication channel and its pros and cons using Experimental methods. And the other point is the Identifying of the Employees’ requirement and company requirement using server research methodology, Based on the scope as above mention implement the research methodology. In this research main strategy is distribution pre pared questionnaires among the employees and evaluation that results and other option is critically review of literature review.

Implement in select the communication channel using experimental methods focus on,

Prepare the communication plan based on organization structure and communication structure

Select an media

Setup security level of information

Analyses the cost

Efficiency and reliability

User friendliness

Identify the Employee requirement focus on the server methodology. This survey getting to investigate as,

Type of sharing information (Employee type and information type)

Expected security level

Manageability of the channel like user friendliness

Level of language fluency

Identify the company Requirement of focus on the survey research methodology. This survey is going to investigate as,

Expected security level of information

Identify company structure and culture

Business process and communication channels relationships

Can investing of improving the Cost

This Research methodology going to investing in three dimensions way in the getting Final output of research topic. (Figure 1.0 shows its three components. Based on this we are going to investigate direction using above research methodology.)

(Figure 3.1 show a apply research methodology and outcome)

Communication channel

Employee requirement

Company requirement

Analysis on research Expected outcome based on surveys and experimental methods output of the research data,

Reliability and performance






Summary of Statistics (Give the way need to be improving in to communication channel)

Research Approach

Used to Experimental methods to evaluate a communication channel. Ex: Sample analysis: (Doing some testing based on contrition: information capacity 100MB, Distance London to New York (1000 km)


Performance/ speed






Satellite Phone

Skype and community chat

Member portal/Blog


Ex: Employee requirement survey Sample analysis take 100 employees as samples.


Type of shearing information /capacity

Expected Security

User friendliness

Technology familiarity

Language familiarity


Satellite Phone

Skype and community chat

Member portal/Blog


Ex: sample analysis of company requirement survey data collection

Condition of this analysis:

Company stature and compatibility: Considering the company structure is Hierarchical

All the communication improvement should be below budget on 3000 Dollars based on analysis the cost level.


Expected Security

Company structure & supportability

Business Process & Channel compatibility

Can investing cost for improvement


Satellite Phone

Skype and community chat

Member portal/Blog


Research Strategy

Mainly we use to technical monument based on the Limited capacity and transfer time based. And all the data taken based on the sample measuring capacity wise. There are four main steps can be identified in this research method and those are:

Select the channel as above mention

Select the persons to ask queries

Prepare the questions

Critical review key point of literature review

Sampling Techniques

As define methods based data should be taken in to the analysis part. This should be taken as based on 5considerztion of improving way.

Reliability and performance




Compatibility(Company and business process)


Used to chart to statistical analysis

Example: (Figure: 3.2 Linear analysis showing more variations points in to the Channels with measuring Dimensions)

Types and Sources of Data

Regarding to collect the survey data on the project can be collect using the organization employee. But the Technical Experimental data in going to be in cost effective in some testing environment .according to this need to be considering the way of reduce the cost of collecting data.

Ex: Test in the implementing in satellite communication channel implementation in two countries. This should be not going to experiment based on relevant service provider information then analysis the channel according to research conditions.

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Employee survey Data.

Records of service providers

Background reading details of service providers

Data Collection Tools

Here we use Experimental research methodology and survey methodology, According to this methodology. Here are the data analysis methods.

Data preparation: this phase cover the preparation on the data according to the research query and tasks. Need to be apply as below

Data cleaning

Data stretching

Outlier treatment

Missing data capturing

Exploratory analysis: preparation data should be analysis in this method.

Scatter plots

Variable transformation

Decision trees used to analysis

Data modeling: Prepare the model data to fitting the some research parts.

Model fitting


Model Validation: if prepare model should be validate using this methodology phase.

In sample analysis

Out of sample criteria analysis

Prediction and simulation: using as above models and analysis method of data predict the Quantitatively the prediction and simulate it using

Data forecasting

And define scenarios to be

Optimization: Quantitative analysis need to be maintaining the optimization of sample data. And analysis research data

Linear programming

Geometric programming

Data type:

Survey input data

New Requirement data additionally have to be implementation

Technical Experimental details

Data analysis methods

All the research data analysis is based on Qualitative and quantitative wise. And also the final out put is based on the statistical analysis and the comparison of the data that is collected.

Techniques of Data Analysis

Mainly as our research considerable factor wise we will analyze the Pros and cons of the used communication channels and the point should be improved in each channel.

Presentation of Data

The data is presented manually on paper and the electronic version being word document. Thus Inclusion of all the final statistical result is based on the research data analysis using the experimental methods. Presentation is mainly focused on the output as a result of the research, Can be included in to the Diagram and visual aspects to get an idea.

Research limitations

1. Less time availability

2. Sony Corporation is a Multinational company, so it is spread worldwide and it narrow down the scope for the research purposely is very difficult with financial and logistical constrains

3. Difficulty of gathering accurate Primary data from employees

4. Difficulty of collecting enough secondary data related to Sony Corporation communication channels

5. Sample size not enough to generalize the results

6. The Parameterized mechanism will be used to evaluate the result. It will be limit to find exact figure, as an example if usability is average we are giving to 50 to 60% but its exact values is will be differ.

7. Company is not allowed to give some information to outside, and they have some limitation to conduct survey and its required special authority.

Ethical implications of this Research

Ethical issues should be considered in the investigation /Survey on the employees’ requirements. Because some employees do not like t some channels of communication .since they do not give any proper information to us. When taking the international arena in to consideration we should take two employees from two different countries, and then we should compare and contrast their likeness, Attitude and familiarity of technology and Language level. These facts should be taken in to the consideration and be used for evaluation and the channels to be used.

Research Schedule

This plan should be in the initial stage of plan that the starting date which depends on after the budget is allocated. But all the research activities should finish within a span of 3 months. Thus finishes the final evaluation on all the research data.

(Figure 3.2: Project plan)


As we understand now, this research based on evaluation of the improvement of the employee’s communication. The organization should be improved the necessary channels in order to the methods of communication. This report has recognized some ranges that should be deliberated in order to improve this aspect. The background and the Introduction for this topic is there upon the aim are identified. The uniqueness of the channel is which is identified as the aim. The assumptions or hypothesis which evaluates the research topic support to identify the objectives of research, there are two methodologies can use to find the channels that organization and its employees willing to use. Finally this report discussed ethical issues. The facts that this research has revealed, that the final decision on preferences of employees, their attitudes and usage and how they familiar with methods of using channel of communication.

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