Sony Corp. announced on Monday that is will reassign several executives to align its structure along its core consumer and semiconductor businesses and strengthen product development and quality.

Under the reorganization, all core consumer product businesses will be coordinated and led by executive deputy president Katsumi Ihara. The semiconductor and component device businesses will be led by Yutaka Nakagawa, who will be promoted to executive deputy president.

Sony will also centralize research and development and all new business functions at Sony headquarters under president and chief executive Dr. Ryoji Chubachi, who will head the company's Technology Development Group.

The company said reorganization will be effective on the first of October, 2006.