Sony co-founder Akio Morita founded Sony Corporation of America in 1960.[1] In the process, he was struck by the mobility of employees between American companies, which was unheard of in Japan at that time.[20] When he returned to Japan, he encouraged experienced, middle-aged employees of other companies to reevaluate their careers and consider joining Sony.[20] The company filled many positions in this manner, and inspired other Japanese companies to do the same.[20] Moreover, Sony played a major role in the development of Japan as a powerful exporter during the 1960s, 1970s and 1980s.[28] It also helped to significantly improve American perceptions of "made in Japan" products.[29] Known for its production quality, Sony was able to charge above-market prices for its consumer electronics and resisted lowering prices.[29]