Managing product innovation at sony: the development of the data discman

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Abstract
Successjulb innovativejms tend to be those that have evolved organizational mechanisms that enable areas of specialist knowledge and expertise, ‘fragmented’ throughout the firm amongst specialists, to be easily integrated and applied to a particular function. This paper looks at how such mechanisms, working within a broader corporate anvironment that is conducive to creative change, underlie much of the success of a particular Fapanese firm in its management of the product development process. The case study examines how a new multi-media product, the Data Discman, was developed by a project team in Sony. It shows how common hurdles in the drive for a working, cost-effective and marketable product, in this case a novel combination of specialized technologies, are overcome quickly and effectively for project success.