Kazuo Hirai gets personally involved to cut the company's red tape.
Sony boss Kazuo Hirai says that despite lacklustre financial results for 2012, the company is on the track to reorganise itself into a more competitive and effective company under his leadership.
Speaking with the Associated Press, Hirai admitted that the transformation of the company was not yet complete but it is now more focused and responsive.
"We need to be a lot faster in decision making. We need to be a lot faster in execution. We need to be passionate about our product," Mr Hirai said.
"Are we perfect ? No. But I think we've improved significantly."
Citing bureaucracy as a key fault of the company, the recently promoted boss said he was personally getting involved in product development.
"I'm shepherding several of those projects personally myself to make sure that it doesn't get held up in the bureaucracy, or it doesn't suddenly fade away in the approval process," he explained.
Hirai's comments echo his earlier remarks regarding Sony's home console, PlayStation 3, of which he told the WSJ that the company saw it as platform with a long shelf-life and expected to see continued and steady growth for the next five to 10 years.
The company is expected to reveal the sales of the PlayStation 3 and its Bravia make of TV soon, with reports suggesting that it will highlight Sony's recovery.
This comes as part of Sony's efforts to consolidate its resources and build a more secure financial base, which involved selling off its New York Madison Avenue HQ for $1.1 billion.