Sony case study


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Sony case study

  1. 1. C A S E S T U DY / S O N Y C O R P O R AT I O N / PA G E 1Developing a Common Languagefor Self-AwarenessU s i n g t h e M ye r s - B ri g g s ® A s s e s s m e n t a t S o ny C o rp o ra t i o n ony has greatly revised its system of human resource I M P L E M E N T I N G F RO M T H E TO P D OW NS cultivation since 2003 and has developed individualprograms in each business sector in accordance with the Sony’s Semiconductor Business Gp asked Ms. Yukienvironment, as well as a system of cultivation for each Sonoda, president of IPDS Co., Ltd., and developer of theemployee level. In the Semiconductor Business Gp, Japanese version of the MBTI assessment, to plan, de-a section that brings in 100 people each year, both new velop, and carry out a two-day personal development pro-and experienced employees, Sony has promoted program gram for its executives and department heads. The programdevelopment focusing on team formation. Sony deter- would include administration of the MBTI instrument. Thismined that the improvement of self-awareness is the initial implementation with higher-level employees wasmost important aspect of team formation and has been intended to facilitate dissemination throughout the variousfocusing their efforts on this. levels of the division. The program was well received from the beginning. Although some participants initially were reluctant to view themselves within the framework of psy-A P P LY I N G T H E M B T I ® A S S E S S M E N T A S chological type, most attendees attested to the efficacy ofA S TA N D A R D T O O L F O R I M P R O V I N G the program by the end of the course and, after returningS E L F - AWA R E N E S S to their offices, reported that “It was truly wonderful. ”Many programs have been implemented for the improve-ment of self-awareness. Most of these are based ontransactional analysis; however, some programs utilizingother theories and focusing on specific target groups have “Although some participantsalso proved effective. initially were reluctant to viewOne problem often mentioned by people in charge of culti- themselves within the frameworkvating human resources is that “participants respond verywell right after the workshop, but as time passes, they of psychological type, most attend-tend to forget. This change over time colors the general ”image of the program and results in negative opinions— ees attested to the efficacy ofsuch as “improvement of self-awareness is not effective” the program by the end of theand “it is meaningless to promote self-awareness”—which can become a major obstacle to the program’s course and, after returning to theirimplementation. offices, reported that it was ‘trulyLike other assessments, the Myers-Briggs Type Indicator®(MBTI®) instrument cannot avoid this disadvantage over wonderful.‘ ”time. However, because its basic structure is based on —Yuki Sonoda,Jung’s theory, which is deep and universal, training partici-pants can check the principles at any time as long as they President, IPDS Co., Ltd.have been given and retain the feedback materials, suchas the Introduction to Type® booklet. In addition, of course,Sony’s experience has shown that if feedback is properlyprovided and type concepts—including type dynamics and Encouraged by the success of the initial program, Sonydevelopment—are thoroughly explained by a type expert, decided to implement a four-hour feedback course forit is possible for employees to retain the knowledge and rank-and-file employees provided by in-house certifiedeven expect to develop new awareness as time passes. MBTI facilitators under the supervision of Ms. Sonoda.As a result of this, the Semiconductor Business Gp was This course has proven very popular and often fills upable to adopt the MBTI assessment as a standard tool for within 20 minutes after registration opens on the in-houseself-awareness improvement. Web site. Some department heads who took the personal
  2. 2. C A S E S T U DY / S O N Y C O R P O R AT I O N / PA G E 2development course requested a short course for all the with the MBTI tool to varying degrees, commented thatworkers in their departments. In the first of these, all 40 they found new meanings that showed the depth of theemployees from the department participated in the session. instrument.At present, most department head–level employees andhalf of their administrative assistants have completedSonoda’s two-day personal development course. Because MEETING THE NEED FOR REGULARit was promoted fully rather than gradually, the MBTI MAINTENANCEassessment became popular among employees by wordof mouth. It is often selected on training department ques- In addition to the new advanced course, Sony is planningtionnaires as the course employees most want the com- for a regular maintenance program for all employees whopany to provide. have completed the two-day course and short session. Various ideas have been suggested, such as offering a one-day version of the course and implementing theE X PA N D I N G T H E P O O L O F I N - H O U S E advanced version including type dynamics. The programC E R T I F I E D U S E R S F O R FA S T E R will be reviewed every three years, and Sony will makeD I S S E M I N AT I O N adjustments for continued improvement.At the same time, Sony is expanding the number of in-house certified users, concentrating on the personnel About CPP, Inc.section in order to disseminate the MBTI assessmentthroughout the company within a short period. Fifteen Since its founding in 1956, CPP Inc., has been a leading ,in-house certified users were participating actively as of publisher and provider of innovative products and servicesAugust 2005, and Sony plans to more than double that for individual and organizational development. CPP hasnumber, including individuals in group semiconductor com- been supplying reliable training solutions to businesses ofpanies, within the year. The four-hour courses conducted all sizes, including the Fortune 500, for more than 50by the fifteen certified users have received high praise years. The company’s hundreds of unique offerings havefrom attendees, many of whom have mentioned that they been used by millions of individuals in more than 100would like to deepen their understanding of MBTI concepts. countries, in more than 20 languages, to help people and organizations grow and develop by improving performance and increasing understanding. Among CPP’s world-renownedL O O K I N G A H E A D T O A N A D VA N C E D brands are the Myers-Briggs Type Indicator® (MBTI®),PROGRAM Strong Interest Inventory®, Thomas-Kilmann Conflict Mode Instrument (TKI), FIRO-B®, CPI 260®, and CaliforniaEmployees at the executive and management levels who Psychological Inventory™ (CPI™) assessments.took courses in the early stage requested MBTI assess-ment follow-up courses and expressed a desire for team- Myers-Briggs Type Indicator, Myers-Briggs, and MBTI are trademarks or registeredbuilding programs applying MBTI type theory. In response, trademarks of the MBTI Trust, Inc., in the United States and other countries. Strong Interest Inventory, FIRO-B, CPI 260, and the CPP logo are registered trademarks andSony asked Sonoda to plan, develop, and conduct an California Psychological Inventory and CPI are trademarks of CPP, Inc.advanced personal development program focused onimproving communication using the MBTI assessment. For more information about CPP Inc., and the Myers-Briggs ,After attending a trial version of the course, members of Type Indicator® assessment, please visit personnel department, who were already acquainted