A transição para o consumo digital: impactos da pandemia na estratégia de comércio exterior da Sony (2019-2025)

Abstract

This study analyzes the transition of Sony PlayStation to a digital consumption model on a global scale between 2019 and 2025, evaluating how corporate communication and the pandemic scenario impacted brand strength amid international foreign trade challenges. The research adopts a qualitative approach, employing bibliographic and documentary procedures, utilizing corporate reports from the Sony Group (FY2019-FY2025), data from multilateral organizations, and specialized literature on foreign trade, strategic communication, and the digital economy. The results indicate that the pandemic acted as a catalyst for digital migration, shifting demand from physical hardware to digital licenses and recurring subscriptions. In response, Sony reconfigured its foreign trade strategies, prioritizing the consolidation of digital ecosystems, cross-platform integration, and marketing campaigns focused on convenience and community engagement. The platform strategy, combined with intellectual property maximization and network effects, conferred financial resilience and sustained the brand’s global positioning even amid semiconductor shortages, currency volatility, and regulatory adaptation. It is concluded that the transition to digital consumption constitutes a strategic imperative for transnational technology corporations. The capacity to integrate technological transformation, targeted communication, and recurring revenue models demonstrates how to overcome macroeconomic and logistical challenges, offering strategic insights for foreign trade in the post-pandemic era.