Abstract
This case offers a good opportunity to discuss product development in a very new market but yet with a very tough competition, and with an emphasis on how marketing integrates with development, engineering, culture, software and services developed by other business units, in order to positively influence the product development process. Students can discuss their opinions on whether or not Sony is market oriented. Is the firm too internally focused on marginal innovation, competition and overestimating its brand image? Or does Sony do a good job translating consumer needs but just needs to successfully implement the Tablet marketing program?