Masaru Ibuka (1908 - 1997) is a founder of Sony Corporation. He founded Sony in 1945 in order to offer everybody innovative and reasonably-priced quality products. With a co-founder Akio Morita, he made Sony a global corporation through effective product, business, organization, and marketing strategies. Indeed, many scholars have discussed such effective strategies of Sony.

However, not so many scholars have paid attention to the personal philosophy of Ibuka. In fact, Ibuka has been a hidden behind the co-founder Morita who has been considered a genius of business strategies and marketing. This is very interesting as Ibuka was in charge of product development and policies. Without innovative and attractive quality products, Morita’s marketing and strategies would not work at all.

Recently, more scholars have paid attention to Ibuka’s personal philosophy in order to understand his ways of business. This case study is one of such studies. Through this study, Ibuka’s personal philosophy will be discussed in more detail.