Alliance with such companies as Toshiba was beneficial for Sony as the company cooperated with another Japanese multinational famous for its quality. The products created in cooperation with Toshiba are very successful. At the same time, it seems that Sony has an adequate alliance policy. It should not become more aggressive as it cooperates with successful business when it is necessary. So far, the company has remained one of the leaders in the global market. It created its own culture, and its products possess particular meanings that are clear to consumers.
It is possible to assume that excessive alliances can negatively affect the company’s image. The company may lose its core values and culture. Sony became famous due to its specific attention to innovations created within the company. In other words, the company has an image of an innovator who can make a difference. Therefore, it can be beneficial to continue developing in that direction. Clearly, if the company starts having tough times, it is possible to consider cooperating with other companies. Clearly, it will be crucial to choose partners that share similar values and are ready to create products that possess particular meanings.