Polyphonic HMI: Mixing Music and Math (Case Study Review) Essay

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Polyphonic HMI: Mixing Music and Math
(Case Review)

This paper is an analysis of a case study originally conducted by the Harvard Business School in August of 2005 and is based on the challenges of introducing a new technology into a market place that for decades been based on “gut feelings and intuition”. The new technology was initially designed to assist consumers in music stores find music that met a certain criteria. Later this was changed because of a sharp decline in music sales. The new revision of the technology was designed to assist music producers, record companies, and artists in the selection of music that could be successful. Faced with a very small marketing budget the challenge of the marketing team was to
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At the time the Polyphonic’s was ready go to market with HSS they had invested approximately $600,000 dollars on the development of Hit Song Science and found that they were running very low on capital investments. Because of this the management team had approximately $150,000 for marketing the product.
II. Analysis
In this section the case study will be broken down into segments that have been perceived as important and worth a closer review.
1) The first important piece of the case study deals with Grupo AIA. Grupo AIA had established itself as having a core competency of utilizing artificial intelligence (AI) and the natural sciences to solve complex business problems. [1] AIA saw potential use for a new technology in the music industry so they formed Polyphonic HMI. When they formed Polyphonic AIA brought in staff that were familiar with the music industry and the technology the initial program was designed for would assist consumers entering a music store in the selection of music that met certain criteria leading to greater customer satisfaction and higher sales.
Looking at the available information [2] Polyphonic should have seen that the market trend for sales from big box stores over previous decade had been in a sharp decline (Figure 1) and considered targeting a different market segment from the beginning. Polyphonic’s either didn’t see the trend or thought that it wouldn’t affect the release of the new technology. Because of the late discovery the
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