What Akio Morita thinks about customer demand
Japanese businessman (1921 to 1999); co-founder of Sony and co-author of Made in Japan (1986).
Akio Morita did not write this page.
We collected these quotes from things they published elsewhere, and every quote links to where it was said. They have no account here and have not endorsed this site. Quotes are word for word; the short line under each one is our own restatement, not their wording. Their own site. Is this you? Claim it or ask us to remove it. Or tell us what is wrong here.
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2 dated positions, c. 1986, in their own words. Our reading of what Akio Morita has said — not written or endorsed by them.
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Their wordsOur plan is to lead the public with new products rather than ask them what kind of products they want. The public does not know what is possible, but we do.
↗Made in Japan: Akio Morita and Sony (E. P. Dutton, 1986)archive.org All 2 from this book
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Our readingInstead of doing much market research, a maker can try to create a market by educating the public.
Their wordsSo instead of doing a lot of market research, we refine our thinking on a product and its use and try to create a market for it by educating and communicating with the public.
↗Made in Japan: Akio Morita and Sony (E. P. Dutton, 1986)archive.org All 2 from this book