Not many people are as lucky as Koji Wakaizumi, who has visited 97 countries to date - and that's not including those little, non-UN sanctioned semi-independent countries that he doesn't count for fear of compromising his ideals as a seasoned traveler.

Even fewer still are those who can remain as dedicated to the company they joined as a fresh graduate and continue being inspired by it - as Wakaizumi has been all his working life.

Wakaizumi, who took the post of Sony Indonesia's president director in September 2007, joined Sony in 1986 and has traveled far and wide to develop the brand's image and share in emerging markets.

His is like a Cinderella-meets-James Bond story, with him working his way up the management ladder as a "special agent" sent out to solve problems and manage projects half a world away.

"Waka-san", as this globe-trotting bachelor is affectionately known by his employees, accredits Sony's charismatic co-founder Akio Morita as one of the inspirations behind his devotion to the brand. Spending his first year in Sony as an International Marketing department trainee, he received training in everything from management accounting to correcting overseas reports and turning out financial and market summaries for top management.

He also got to deal with product pricing and sorting out logistic matters such as shipping arrangements and delivery listing, all of which allowed him to learn the ins and outs of how Sony products are manufactured and delivered to customers.

"There was no internet or email at the time, so everything had to be sent through couriers and even be hand-delivered in case of emergencies," he recalled. Yet even if processes are becoming faster with the advancement of today's technology, it doesn't mean they are getting any easier.

"The world has become so small that sometimes we have to employ strategic moves such as launching products in countries prior to their release in Japan. This is because travelers coming back from Japan can just bring the items in a personal way, which can kill the market," Wakaizumi explained.

Speaking of a world of changes, perhaps none other than Wakaizumi knows it best. Sony almost always sent him to countries or regions right before they started picking up, "in order to develop new, emerging markets". The work has done much to enrich and preoccupy his person, "though it's not really a valid excuse not to have a family," he added with a hearty laugh.

After a four-year stint in Tokyo, Wakaizumi was transported to Sony Gulf, which took him to live in Saudi Arabia and Dubai for some three years. Living in Dubai during the Gulf War he described as "an eerie feeling", thanks to the ever-increasing number of UN naval ships and US soldiers docking at port and initiating their war simulations among the dunes across the highway leading to Sony's office.

From the Middle East, Wakaizumi was reassigned by his HR team straight to Istanbul for two years. Then it was to the former republics of Yugoslavia and Czechoslovakia before returning to Tokyo in 1993. He was assigned to South Africa for 3.5 years afterward, and has for now settled in Indonesia.

"Employed under International Marketing means to be ready to be transported wherever the company wishes us to go. It's like being on a rental basis," Wakaizumi said, chuckling.

While he believes that a manager ideally needs to stay put for at least a couple of years to stabilize operations and not to confuse staff, having the same management style for too long is not healthy either.

Sony's long-term goal in Asia is to develop local talents to the extent of that achieved in the US and most countries in Europe, where the brand is already operating under local CEO and management. Exactly for this purpose, Wakaizumi's first move was to initiate a monthly management development session during which he gets to share his skills with a number of potential talents.

"I've found Indonesia to be very adaptable," he said. "Here, Sony benefits from a reputation for quality products yet with a price that is perhaps not very affordable, which is why it is paramount for Sony to be able to communicate to customers the benefits of its products - and in the correct manner."

For Sony, advertising alone is not enough. A total marketing communication strategy is needed that offers hands-on experience for consumers to fully understand the products.

Wakaizumi also considered shop-front tactics - such as strategic lighting and placement of product feature cards - to be effective. "Furthermore, we have product training for Sony employees and brand ambassadors. We want to make sure that our celebrity endorsement is not for decorative purposes only."

In terms of management style, Wakaizumi puts transparency at the top of his priority list: "Consider yourself the pilot of a ship or an airplane. Passengers should be informed of their destination, and a good pilot should maintain communication with passengers from time to time, both during mild and turbulent weather."

Another analogy of his would be like training an athlete to run. "When you're running, distance matters. Should you start slow, or go all out from the very beginning? It is important for leaders to clarify the *distance' that is the company goal and tell staff where their position is right now. This is crucial especially in times of crisis," he said.

When asked about the recent economic downturn, Wakaizumi stated that business has seen plenty of recovery since its nadir around November-December 2008, "so we'll just continue with what we've been doing".

After spending 23 years serving Sony, then, does "Waka-san" have any regrets? Just the one. "While I met Akio Morita several times in the past, I never got the chance to speak to him," he admitted.

"Unfortunately, Morita retired due to a stroke just before I rose to a more important position. Now that he's passed on, that is my only regret," he added wistfully.

Background

Name: Koji Wakaizumi

Place/date of Birth: Tokyo, Sept. 16, 1963

Status: Single

Education

1986: Aoyama Gakuin University,

Tokyo, Japan

Experience

2007-present : President director,

Sony Indonesia

2004-2007 : Managing director,

Sony South Africa

2002-2004 : TV marketing senior manager, Sony Corporation Tokyo

1999-2002 : Managing director,

Sony South East Europe

1996-1999 : Managing director,

Sony Balkan

1993-1996 : International sales assistant manager, Sony Corporation Tokyo

courtesy of sony indonesia

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