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John Nathan is a professor of Japanese culture at the University of California, Santa Barbara, and speaks and understands the nuanced Japanese like a native. He was given extraordinary access to Sony employees, and found some of them telling him company secrets that had never been revealed to outsiders. (In international business, the electronics giant has traditionally been regarded as a black hole; information goes in, but it never comes out.) From these intimate revelations, he tells a story of a company that to Western observers always seemed like a bottom-line-oriented conglomerate. The reality, he writes, is that Sony has always operated via intense personal relationships and loyalties--in that sense, in a very Japanese way. Even the company's disastrous decision to buy Columbia Pictures came from top Sony executives' desire to honor Morita, who'd always wanted to own a movie studio. Although that decision ultimately cost Sony billions of dollars, it pleased the man who mattered. --Lou Schuler
Nathan traces this emotional web as no other writer has or could, by drawing on his unmatched expertise in Japanese culture and his unique, unlimited access to Sony's inner sanctum. With a novelists skill--honed by translating the works of Yukio Mishima and Kenzaburo Oe--Nathan etches incisive portraits of the company's famously enigmatic cofounder, Akio Morita; its patrician, autocratic CEO, Norio Ohga; and its edgy new leader, Nobuyuki Idei, who already has brought wrenching changes to the company. Nathan's exploration of the Sony empire, also reveals how it invented color TV as we know it and used bold marketing techniques to best the inferior yet dominant American competition; why Sony ignored the conventional wisdom about the time to enter a groundbreaking partnership with archrival Philips to perfect the CD; how Sony manages to prosper despite Japan's economic malaise; and what innovations and strategies it plans for the new century.
With authority and wit, Nathan dispels the myths that surround Sony and crafts an unparalleled corporate drama. Sony: The Private Life is at once an engrossing chronicle of astounding entrepreneurship and a poignant account of loyalty's consequences.
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