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person1945–1999

Akio Morita

Disciplines:
marketing
consumer electronics
brand building/brand strategy

Summary

Japanese businessman and co-founder of Sony who relocated to New York in 1963 to sell Japanese electronics directly to American consumers — pioneering the Walkman, Trinitron TV, and the idea that Japanese products could command premium prices globally.

Core Contribution

Moved Sony's marketing headquarters to New York and built the Walkman as a personal music experience product — betting on personal portable sound before the concept existed — creating the template for personal electronics categories that Apple would later perfect with iPod.

Key Spikes & Highlights

  • Global Consumer as the Target Market (moved to New York when Japanese executives stayed in Tokyo — betting that winning American consumers required living among them — making Sony the first Japanese company to build a truly global consumer brand)

Notable Works & Achievements

Made in Japan

Historical Influences

Masaru Ibuka

Intellectual Lineage

Post-War Japanese Industrial Rebuilding American Consumer Marketing

Contemporaries & Peers

Masaru Ibuka Konosuke Matsushita Soichiro Honda

Minds Influenced

Steve Jobs Modern consumer electronics marketing

Intellectual Posterity

Walkman Sony brand global positioningTrinitron

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