it's difficult to imagine how the disparate business units would come together to create synergies and drive innovation if one considers a quote by the CEO of Sony Pictures Entertainment, Michael Lynton,
"I'm a guy who doesn't see anything good having come from the Internet...(the Internet) created this notion that anyone can have whatever they want at any given time. it's as if the stores on Madison Avenue were open 24 hours a day. They feel entitled. They say, 'Give it to me now,' and if you don't give it to them for free, they'll steal it." (cited in Rosenberg, 2009).
After posting a loss of $1 billion dollars for the year ended March 31, 2009, Sony has not put the bad news behind the company (Kelly, 2009). In fact, the company expects to lose another $1.2 billion for its current fiscal year (Kelly, 2009). The company's primary response has been cost cutting and restructuring. In December 2008, Striker announced plans to close eight plant and 16,000 jobs (Kelly, 2009). Then, in May 2009, he revealed plans to cut costs by an additional $2,8 billion through more layoffs and production cuts and a greater reliance on outsourcing (Kelly, 2009). In addition, Stringer asked Sony president, Ryoji Chubachi, to step down in April 2009 (Ricker, 2009). According to Ricker, Chubachi became a vice chair while Stringer took direct control of Sony's core electronics division.
Perhaps one positive note for Sony is that its 2009 financial results have been prepared in accordance with GAAP / IFRSs and have been fully audited by PricewaterhouseCoopers (Documents submitted to the SEC (EDGAR) Form 20F and others). At that time, the company had more than $6.8 billion in cash assets, indicating long-term financial stability even if the company continued to lose money at the rate of $1 billion...
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But in a world that changes so drastically in such short periods of time and in a market filled with fierce competition and customers which change and increase their needs on daily basis, achieving customer loyalty is quite difficult; ergo, Apple's need to develop and implement better and stronger CRM policies. Current Features of Apple's CRM Given the specific nature of their businesses and the fact that after the purchase has
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