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Even saying "sony" is a little too simple. Sony has different management and different marketing and even different R&D across the world.
They don't use the same strategies in USA, Japan, India, France, UK. All have different marketing, different access to parts and different economics.
They don't have "japanese businessman" in tokyo deciding how to appeal to americans. No international business can afford to be that completely centralized or they won't know what they're doing.
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