Abstract

In 2010, Sony announced its decision to stop production of the Sony Walkman. The product, which revolutionized the lives of music lovers in the 1980s and ruled the music player market for nearly three decades, could not keep up with the digital age as consumer preferences shifted toward the more compact and technologically superior compact music players.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Product life cycle
• Brand
• Innovation

Keywords

Kurkure, snack food/market, innovation, strategPortable music player, Sony Walkman, compact disc player, DVD player, MP3 player, brand, portability, innovation, technology