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Sony Camcorders: Winning a technological format war by ignoring the format
Sony Camcorders: Winning a technological format war by ignoring the format
Sony Camcorders: Winning a technological format war by ignoring the format
An overview of the importance of camcorder market between 1989 and 1991, looking at how a successful advertising strategy was developed. Advertising made a fourfold contribution to Sony's camcorder success, more than paying for itself and generating a significant sales increase. Campaign was able to secure the brand as market leader.