SonyEricsson Alliance and Cultural Analyse

The SonyEricsson alliance
In 2001, the mobile phone terminal market world was shaken by the announcement of the agreement between two « giants » of their respective worlds. On one side the telecommunication reference Ericsson, on the other the entertainment and communications company Sony. As the result of the strategic alliance, an agreement focused on their respective mobile phone terminals businesses bringing to life a new joint venture aiming to gain consistent market shares during the next five years of operations. In this analysis I will start from an in…