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INTRODUCTION Background Sony Corporation traced its roots to the Tokyo Tsushin Kogyo (The Tokyo Telecommunications Engineering Corporation) or 'Totsuko', established on 7 May 1946 by Masaru Ibuka, an engineer, and Akio Morita, an innovator. They started a company whose main aim was 'to create a stable work environment where engineers who had a deep and profound appreciation for technology could realize their societal mission and work to their heart's content (http://www.sony.net/SonyInfo/CorporateInfo/History/prosp ectus.html).' In 2002, Japan-based Sony Corporation was the world's largest consumer electronics company, a significant player in the media industry and the fastest growing computer and communication equipment maker. The 'Sony' brand was one of the world's most recognisable and trusted brands - thanks to half a century of relentless innovation, bringing an array of trend-setting electronics products into the market. Sony ranked 21st in the BusinessWeek/Interbrand list of World's 100 Most Valuable Brands with an estimated value of US$14 billion (http://www.finfacts.com/brands.htm)...

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