Abstract
For a global project to be successful, dealing with cross-cultural communications is required in addition to basic abilities to carry out communication smoothly such as abilities to emit information and to coordinate and integrate opinions of stakeholders. It is insufficient to simply learn them as knowledge; one must consciously improve them on a daily basis. "Hybrid between high and low context cultures" advocated by P2M is important in handling a global project. In the case at Sony introduced in this paper as well, success was obtained by appropriately changing the approach for domestic and overseas and dealing accordingly with each. There is expectation for this "Hybrid" approach to be polished in practice and to evolve to a level that can produce effects in actual projects.
