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Follow on Google News | INTRAPRENEURSHIP Institute Case Study by Dr. Haller on Intrapreneur Ken Kutaragi & Sony CorporationIntrapreneurship Institute Case Study, by Howard Edward Haller, Ph.D. -A classic example of a successful Intrapreneurship example within Sony Corporation. The Intrapreneurship success story of the Creation of the profitable Sony PlayStation.
By: Howard E. Haller, Ph.D.-Intrapreneurship Institute By Howard Edward Haller, Ph.D. (CEO, Intrapreneurship Institute) the Leading Expert and Thought Leader on Intrapreneurship (Corporate Entrepreneurship) ”Doc “ H is a “Street Smart” Serial Intrapreneur & Serial Entrepreneur. This is an article about an Intrapreneurial (corporate entrepreneurial) This summary of the Intrapreneurship success story of the Creation of the very profitable Sony PlayStation by Intrapreneur Ken Kutaragi within Sony Corporation. Ken Kutaragi, who was educated as an electrical engineer, joined Sony Corporation in Japan in 1975, at the age of 25. Ken Kutaragi was working in the sound labs at Sony Corporation when he bought his young daughter a Nintendo game console. Ken observed his daughter playing with the new Nintendo game but he was displeased with the quality of the sound of the Nintendo game. Because of his training and experience in electronics Ken concluded that a digital chip, dedicated solely to sound, would significantly improve the quality of the Nintendo gaming system. Because the Sony Corporation was not involved in computer games, Ken Kutaragi negotiated to keep his job at Sony, while working as an outside consultant (entrepreneur) Fortunately for Ken, he had the strong support of Norio Ohga, the then Chief Executive Officer of Sony Corporation. Chairman Ohga personally recognized the value of Ken’s creativity, entrepreneurial spirit, and innovation, so he encouraged Kutaragi’s efforts. Then with the Sony Corporation CEO’s support (and begrudgingly the rest of Sony’s senior management’s blessing) Kutaragi continued to work as a part-time consultant to Nintendo. Ken successfully developed a CD-ROM-based system for Nintendo. Then in a life changing twist of fate Nintendo elected not to go forward with the CD-ROM system. Ken Kutaragi saw the market and business opportunity of computer gaming systems for Sony. With his Intrapreneurial spirit, Ken pressed hard to convince the Sony Corporation to enter the electronic gaming business. While most of Sony’s senior management did not consider Ken’s computer gaming device more than a toy and not worthwhile for Sony, Chairman Ohga took a major chance and backed Kutaragi’s plan. Ken was persistent and he went on to lead the effort to help Sony develop its own gaming system, which became the blockbuster product success “PlayStation” Ken Kutaragi has the heart and soul of an Intrapreneur or Corporate Entrepreneur. He fought against all the corporate “naysayers” Sony’s “System G” 3-D technology, aka Sony PlayStation, was released in 1994. It immediately outsold Nintendo’s Super NES to quickly become the world’s top home-gaming platform. Ken’s group within Sony did not rest on its significant laurels, Kutaragi and Sony took another major financial gamble on PlayStation 2. Sony backed Ken’s corporate entrepreneurial (Intrapreneurial) Sony’s PlayStation product line has become the leading video-game platform. The financial payback to Sony has been astronomical. At of the end 1997, Sony’s PlayStation annual sales had grown to $7 Billion, in only first four years of the PlayStation product line existence. Ken’s Intrapreneurial (or corporate entrepreneurial) As the amazing result of a successful use of Intrapreneurship, the Sony PlayStation has taken the clear market share of game consoles, with PlayStation sales of more than 70 million units in the late 1990’s. At that time, one in four United States households owned a Sony PlayStation product. The financial success of the Sony PlayStation was so impressive that by 1998, the PlayStation was providing 40 percent of Sony Corporation’ Kutaragi was soon rewarded for his significant success as an intrapreneur within Sony. Ken was promoted to be the Chairman and Chief Executive Officer of Sony Computer Entertainment (SCEI), the video game division of Sony Corporation. As Chairman and CEO, Kutaragi built Sony Computer Entertainment group into a major profit center for the Sony Corporation. In late 1996, Ken was replaced as President of Sony Computer Entertainment and was promoted to Chairman of Sony Computer Entertainment. That was only a temporary situation as Ken retired from that position in 1997 and became the honorary Chairman of SCEI. Copyright (C) 1982-2012, Intrapreneurship Institute and Dr. Howard Edward Haller. All Rights Reserved. Howard Edward Haller, Ph.D. (CEO, Intrapreneurship Institute) the Leading Expert and Thought Leader on Intrapreneurship (Corporate Entrepreneurship) To book Dr. Howard Edward Haller to deliver a custom Keynote Speech or insightful Executive Briefing on Intrapreneurship, Intrapreneurship Program Creation, or Keynote on Using Intrapreneurship Programs to Increase Innovation, Creativity and/or Product Creation, or Powerful Keynote on Using Intrapreneurship Programs for Key Employee Retention and Recruiting: Please call Dr. Howard Haller directly at: 509 465-9300, or email: DrHaller@IntrapreneurshipInstitute.com http://www.IntrapreneurshipInstitute.com . # # # http://www.IntrapreneurshipInstitute.com - CEO, Dr. Howard Edward Haller is a Professional Keynote Speaker on Intrapreneurship, Intrapreneurship Program Creation. Using an Intrapreneurship Program as a Strategic Tool to Recruit and Retain Key Employees, using Intrapreneurship to unlock creativity and increase Innovation. ”Doc “ H is a “Street Smart” Serial Intrapreneur and Serial Entrepreneur. The Creation of a successful and effective Intrapreneurship Program can be accomplished with professional assistance from the Intrapreneurship Institute and Dr. Haller. Dr. Haller is a successful Serial Intrapreneur, proven Serial Entrepreneur, University Graduate Business School Professor and University Trustee, and seasoned Senior Corporate Executive. He is the Author of the book "Intrapreneurship Success: A PR1ME Example" (Haller's 1982 published academic research on intrapreneurship cited by Wikipedia.org & cited Dr. Haller's 2009 book “Intrapreneurship Success.” . End
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