Mike McCready and Music Xray

Brankovic, Azra; Miller, Paddy

Product #:DPO-0246-E

Supplier:IESE Publishing

Discipline:General Management

Setting:Estados Unidos, 2010-2011

Details:Case (PDF) • 25 pages • 2012-05-21

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The Music Xray case study can be used as a companion case to "Polyphonic HMI: Mixing Music and Math" (HBS Publishing, 2005) or as a stand-alone case. The case captures the emergence of a new business model in response to changes wrought on the music industry by the Internet, and particularly the advent of Web 2.0.

Learning Objectives

The case lends itself to the discussion of the following subjects: o The Impact of the Internet on the Music Industry. How has the Internet affected the music industry? How can industry players adapt? o Business Model Innovation. How does business model innovation occur? What are the circumstances, external and internal, that lead to business model innovation? o Creating a Space for Innovation. Where does innovation come from in Music Xray? How does McCready act, as CEO, to enable innovation?