Sony and Columbia Merger

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Acquisition of Columbia Pictures by Sony Corporation I. Introduction Sony’s acquisition of Columbia in 1989 offers a plethora of poor M&A examples including corporate overconfidence, ambiguous strategy goals, integration mismanagement, and unfounded synergies. At the beginning of 1989 Sony acquired Columbia at $27 per share, a sharp premium over the $12 per share of Columbia’s stock price. Five years later, and after a $6 billion investment, Sony would write off $3.4billion in November of 1994 and an operating loss of $510million. Why a consumer electronics company would seek to create synergy and value from acquiring a film studio is an interesting proposition to explore. Sony, hurting and bitter from the defeat of its Betamax video recording system to the technologically inferior VHS system, began looking for other ways to ensure its future technologies would find widespread adoption in the media industries. Sony’s management came to believe that proprietary media, made through Columbia, would ensure industry standards for future generations of digital video technology. Furthermore, the value of the dollar had fallen 50 percent against the yen from 1984 to 1989; it was a ripe time for expansion. Prior to Sony’s acquisition, Columbia was managed by a similarly synergy-ambiguous partnership with Coca Cola. With Coke unable to make the ‘free’ in-film advertising worthwhile, they set out to sell the studio. Unfortunately the studio was in poor condition in 1989, with its market share having dropped steadily from 19% in 1985 to 9.9% in 1988. Additionally, industry conditions were growing increasingly adverse. Operating profit rose at only 15% of revenues from 1979 to 1989, and studios were caught in dramatic consolidation schemes by massive corporations. News Corporation acquired Fox in 1986, Time got Warner Brothers in 1989, Matsushita picked up MCA

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