Sony Corp said U.S. electronics sales are looking positive after the holiday season, even as the strong yen handicaps the Japanese conglomerate against South Korean and Chinese rivals.

Chief Executive Howard Stringer said Sony, which shed jobs, closed plants and sold non-core assets last year, is still looking for ways to control costs, even as it rolls out big initiatives such as 3D televisions, and TV screens made with organic light emitting diodes (OLED).

“We are handicapped because of the recession in Japan, and we are handicapped — as are all of Japanese CE (consumer electronics makers) — by the high yen, which give us a disadvantage against China and Korea,” Stringer said at a media briefing at the Consumer Electronics Show on Thursday.

While Sony is proud of its ability to innovate and deliver products such as its “dash” personal Internet device, he said the company still seeks a balance between development and cost controls.