Sony Corp named Howard Stringer as its

chairman on Monday, a decision that marks the first time a foreigner will

head a major Japanese electronics firm and comes as the company seeks to

improve results at its faltering core electronics business. BEIJING, Mar. 7-- Sony Corp named Howard Stringer as its chairman on Monday, a decision that marks the first time a foreigner will head a major Japanese electronics firm and comes as the company seeks to improve results at its faltering core electronics business.

A native of Wales and former CBS president, Stringer has overseen Sony's entertainment business, one of the company's few bright spots in recent years. He replaces Nobuyuki Idei, who has led the Tokyo-based company for a decade.

The management changes come at a time when fears are growing about Sony's ability to revive its electronics operations, which have been battered by cheaper competition from Asian rivals.

The decision was made at a board meeting Monday, subject to shareholders' approval in June, Sony said in a statement. Kunitake Ando will also step down as Sony president and will be replaced by Ryoji Chubachi, an executive with experience in Sony's electronics and networking divisions.

"Sony has an unparalleled legacy of boldness, innovation and leadership around the world," Stringer, vice chairman at Sony and chief executive of Sony Corp. of America, said in a statement.

"Together we look forward to joining our twin pillars of engineering and technology with our commanding presence in entertainment and content creation to deliver the most advanced devices and forms of entertainment to the consumer," he said.

Idei said the time was ripe to hand over leadership to a new team to ensure Sony continues to grow as a global company.

"I am proud to have been a part of the changes at Sony for a decade, including shifting from the analog to digital era, fusing electronics and the culture of entertainment and the advent of broadband," Idei said in a statement.

Tokyo-based Sony, which also has entertainment businesses, such as movies, music and video games, has been struggling amid nose-diving prices of electronics products and has relied on hit movies to boost profits.

Products that were once pillars of Sony's power, such as TVs and portable players, have declined in sales in recent years.

Cheaper electronics goods from Asian and other rivals have been a problem for Sony, which built its global brand over the past decades by offering trusted quality although at higher prices.

What was dubbed"Sony shock" happened two years ago, when Sony share prices dropped on worse than expected earnings results. Although Sony's profits have since improved, they have not made a dramatic revival.

Analysts also say Sony missed the boat with portable music players by delaying a release of products to play MP3 music files, taking a beating from the iPod by Apple Computer Inc.

Movies"Spider-Man" and"Spider-Man 2" have been among the few bright spots in Sony's otherwise faltering performance.

Stringer has overseen the company's entertainment operations, including the recent acquisition of a consortium of U.S. film and television studio Metro-Goldwyn-Mayer MGM.

A native of Cardiff, Wales, Stringer is a former CBS reporter and served as president of the network from 1986 to 1988. He joined Sony in 1997. He was knighted by Queen Elizabeth II in 1999.

Idei was a surprise choice as president in 1995, bypassing more than 10 contenders. He was hand-picked by Norio Ohga, who succeeded Sony founder Akio Morita.

In recent years, competition from South Korean rival Samsung Electronics has battered Sony, and Sony has set up a joint venture with Samsung in liquid-crystal displays.

Sony has also fallen behind Japanese rivals such as Sharp Corp. in liquid-crystal display TVs and Matsushita Electric Industrial Co., which makes Panasonic brand products, in the DVD recorder market.

(Source: CRIENGLISH.com)