One Companys Challenge

The Rhino process produced about 15 releases each month, with about a dozen songs for each release. That works out to about 180 licenses per month. At the beginning of the redesign of its processes, it took up to two years to produce some releases. An uncontrollable in the process was the time needed to obtain approvals from licensers. Although permissions were usually granted, there was frequently considerable delay in responding as requests for licenses queued up. This was considered, with some justihcation, as an out of control factor — beyond Rhino s ability to influence. Another factor in the extended lead-time was the lack 

The old process resulted in a lack of control over the timing of releases. This, in turn, hobbled financial planning. Often, sales were tied to key events in the marketplace. Christmas music for Christmas is an obvious example. A product composed of winning Academy Award tracks timed for release at Oscar time is a less obvious one. More recently, this supply chain is under siege from downloads, where the consumer, in effect, takes over the role of Rhino product managers. 

The Rhino process produces about 15 product releases each month, with about a dozen songs for each release. That works out to about 180 licenses per 

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