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In the theory, there are two major cultural challenges when dealing with cross-cultural problems is that of overcoming parochialism and simplification.
- Parochialism is the tendency to view the world through one’s own eyes and perspectives.
- Simplification is the process of exhibiting the same orientation toward different cultural groups.
In case of Sony's Approach
There are some cutural challenges faced by Sony, related to:

LABOR

- In Indonesia, Sony faced some labor unrest thus affecting its output.
-  In Britain and Mexico, similar cases of labor unrest and issues have been faced and the reason there is need to address them.
- The presented analysis shows that Sony is facing challenges in finding the best talent for its organizational operations in Europe and China.
- Workforce diversity is one of Sony's challenges. Even marketing and catering for the product on different markets and after sales are the challenges that the company needs to work on.

MANAGEMENT

- According to the 2007 annual report of Sony. The challenge is in planning and managing operations due to unfavorable political economic factors; instability in the Middle East from war, cultural-religious conflicts, foreign exchange controls/unexpected controls, nationalization of assets or restrictions on the repatriation of returns from foreign investments.

COMMUNICATION

- The subordinates cannot fully understand the message / opinion that the superior wants to convey due to the language barriers. This makes productivity inefficient.
- When working with foreign partners, the lack of knowledge about the partners' culture and language barriers also makes the negotiation process lengthen as well as leading to conflicts between the two parties. Ultimately, cooperation will become difficult and sometimes impossible to conclude.

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Regional people developed for key positions anywhere in the region. Sony focused on only Japanese customers.

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Redistribution within region: only be sold inside Japan.

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Standardize within region, but not across regions: it is known that Japanese customers like the Xperia brand, because Sony captures the biggest shares. The firm did not sell this kind of smartphone out of Japan.

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Flexible manufacturing, due to the demand of Japanese consumers.

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Religion. Sony Xperia Z4 was only for Japan.
Sony Xperia Z4 is designed for demand of Japanese people. Actually, the main things Japanese people care about are its quality, design, price,... instead of caring whether it has been upgraded or not. And Sony Xperia Z4 did that.

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Product and regional organization tied through a matrix: The semi-annual demand for smartphone inside Japan and the famous of Sony, combined, created a "regional" Xperia Z4 for Japan.

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Every decision is discussed equally between region and its subsidiaries instead of top-down or bottom-up.

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[Design]
I give it a full score because it is no exaggeration for me to say that I fell in love with the design and the aqua green color at first sight.
Viewing from any angle, it is full of the quality appearance.

[Portability]
Because my previous model was of 4.5 inches, I thought that 5.2 inches size was rather big at the start , but I grew accustomed to it naturally while using it.
I think that the portability is rather good because the main body is thin and light.
I may not return to the small size again, perhaps.

[Button Operation]
There is a slightly disappointing thing as to this respect.
The power button and volume button are both located in the middle of the right side of the phone, so many times when I pick the device up, or when I slide it in the pocket of my pants, I accidentally touch the power button, and consequently the volume button too. This causes the vibrate mode to be switched on and off without my knowledge, in many occasions.
My finger hits it, naturally.
Well, maybe the only thing I can do about this is getting used.

[Response]
Wonderful. Smooth, with barely no freezing.

[Menu]
There is a home app that I have been using from early on, so I will not evaluate this.
[Screen Display]
Extremely clear.
I suppose that it is too much to demand further clarity at the present time?

[Call Quality]
I do not feel any stress at all with its clear sound quality.

[Ringtone/Music]
Because I am a Walkman fan and user, no evaluation as to the music, but the ringtone plays nice sound.

[Battery]
The heavy users may demand more, but for me I am satisfied with it because around 70% of the battery I charge fully in the morning remains after several minutes' calls, sending several emails and internet browsing of around 30 minutes during weekdays.
Only I feel uneasy because I cannot remove the battery, but I hope that I may use the stamina mode well and efficiently so that I will be able to use the terminal for a long time.
-------Review by an Japanese anonymous on Jul 6, 2015 --------

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WHAT WE NEED TO DO TO RESPOND THESE CHALLENGES

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WHAT WE NEED TO DO TO RESPOND THESE CHALLENGES

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Sony culture emphasizes "a spirit of freedom and open-mindedness," and a fighting spirit to innovate.
- Sony use different languages to script their sites. They have translated their websites in many languages.
- Sony uses local labor (employs 167,900 people worldwide).
- Sony has an ongoing talent development initiative. In 2008, the company created 13 global talent directors who are assigned to identify promising individuals in all businesses and regions and develop them into future business leaders.
- New orientation in staffing: Sony relies on an ethnocentric orientation in staffing.
- Sony's training effort: company offers an online training system.

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According to many researches, the demand for smartphone in Japanese market is high in late Spring/early Summer, and late Fall/early Winter. Besides, a few days before Samsung would launch its Galaxy S6 and S6 Edge in Japan. Therefore, Sony decided to release Xperia Z4 only for the Japanese, to increase revenue and profit for the firm and capture market share and acceptance of Japan.

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Although many smartphone brands only launch new products once in a year, nonetheless, just because the world-at-large wants a single flagship per year doesn’t mean Japan does, and remember: the Xperia Z4 is for Japan. The flagship smartphone was aimed to "defeat" Samsung. Sony announced the Xperia Z4 just days before the release of the new Galaxy phones. Not the press release mind you, but the actual release. This strategy is brilliant, as it ensures everyone is talking about Sony and the Xperia Z4 when all attention would otherwise be focused on the upcoming Samsung products. Had Sony made the announcement just after the Galaxy devices were announced for Japan, the talk would have died down by now, and people would be again focused on Samsung.

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Name: Sony Xperia Z4

- 2.0GHz / 1.5GHzGHz 64bit Snapdragon 810 Octa Core Processor

- 3GB RAM

- 5.2 Inch Full HD TRILUMINOS Display

- 20.7 MP Rear Camera With Auto Focus

- 5.1 MP Exmor R Camera

- NFC

- Bluetooth 4.1

- Watter Proof And Dust Proof

- 2930 MAh Battery

Battery: Type | Li - Po
Capacity | 2930 mAh
Standby | 0 hours
Talktime | 0 mins

Built: Dimensions | 146x72x6.9 mm
Weight | 144 g
Form Factor | bar
Colors | white, black, copper, Aqua Green

Display: Size | 1920x1080 pixels
Type | color : LCD
Colors | 16000000 colors
Secondary Display | no

Secondary Camera: Flash | no

Connectivity: Bluetooth | Yes
Irda | No
Wlan/Wi-fi | Yes
Pc Sync | no
SyncML | no
USB | yes
GPS | yes

Data: GPRS | Yes
EDGE | Yes
3G | Yes
Internet Browsing | WAP , Android Webkit

Media: Audio Playback | Yes
Video Playback | Yes
Ringtones | 64 polyphonic MP3/MIDI/WAV/AMR
FM Radio | Yes
3.5mm Headphone Jack | yes

Memory: Inbuilt | 32 GB
Memory Slot | Yes microSD/TransFlash
PhoneBook: none

Messaging: SMS | Yes
MMS | Yes
Email | Yes

Software: Operating System | Android 5.0
Java | n/a
Games | yes

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The Xperia Z4 was not announced as a global device, nor was it announced at some grandiose international media event like MWC. The device is, as it stands now, aimed at Japanese consumers in Japan.

As you may know, the Z4 won't be released outside of Japan under this name. Sony renamed the global version of its new water-resistant flagship to Xperia Z3+ - a logical move, since the device isn't too different from last year's Xperia Z3.

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Mission

Governance

Strategy

Structure

Culture

Technology

Marketing

Finance

Personnel practices