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Introduction Although the global economy showed some signs of growth last year, the military action in Iraq contributed to increased economic uncertainty in this year, especially in the USA, and the year ended without any indications of a recovery. Recently, Sony is doing well, but under such difficult market conditions, Sony's sales for 2003 decreased approximately 1.5 percent and operating income decreased approximately 5 percent compared with the previous year (Sony Annual Report 2003). Last year, in order to …

…in our business performances, there will almost always be something we can change or do better. Therefore it's very important that we continuously are asking ourselves; 'what are we doing right now?' and 'how can we be better?' One of the most dangerous thing for a company is to rest on their laurels while they are currently doing well. In the real world times are a changing, the environment is dynamic, not static