This research was supportive in exploring the important aspect of Sony Corporation, which was its innovative strategy. Through this research it becomes easier in exploring different journal articles and books for understanding the concept of innovation, which is adopted by many companies in order to expand their business in the local and global market, along with gaining competitive advantage. This research used the quantitative approach for collecting the data through survey questionnaire method, through which it was analyzed that Sony products are popular in the market and most of the customers prefer Sony products over products from other companies. It can be concluded from the research that, companies need to focus on product innovation, if they want to build brand name in the market, and also adopt the customer centric approach.
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