Sony had the benefit of cheaper wages in Japan, but its business model was ultimately about innovation, product design, and marketing. Morita’s “license it” strategy couldn’t have been more different from the “copy it” tactics of Soviet Minister Shokin. Many Japanese companies had reputations for ruthless manufacturing efficiency. Sony excelled by identifying new markets and targeting them with impressive products using Silicon Valley’s newest circuitry technology. “Our plan is to lead the public with new products rather than ask them what kind of products they want,” Morita declared. “The
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