Senate Hall Academic Publishing

International Jornal of Marketing Education

Marketing Cover

  • Aims & Scope
  • Editorial
  • Subscribe/Purchase/Prices
  • Publication & Abstracts below

  • Please Note - the IJME has been discontinued. Published papers and journals are still available for purchase on-line or by contacting us at:

Notice: Undefined index: method in /var/www/vhosts/ on line 8

XM Satellite Radio: Revolutionizing the Airwaves

IJME vol 1 issue 1


Author(s): Ken Homa

Based primarily on public information, the XM case was written for an MBA Marketing Strategy course focused on technology adoption. It has also been used with undergraduates and executives, both in company courses and specialized courses on pricing, market forecasting, and promotion. The case broadly covers XM's marketing challenge: how to capitalize on a $1.5 billion investment to achieve a stated goal of 'revolutionizing the airwaves' and becoming 'a premier nationwide provider of audio entertainment and information programming'. Market forecasts indicated a potential of almost 50 million subscribers. During its first year, XM spent over $100 on promotion but signed up less than 500,000 subscribers - far below the 4 to 7 million subscribers required to break even. The company was bleeding red ink with a high 'burn rate' that had depleted cash reserves. The company had scrounged supplemental financing, but still faced a crisis of market and financial viability.

Purchase this Article

To purchase this article click the Add To Order button below. The paper will be delivered electronically as a watermarked PDF file with a licence to make the number of copies ordered. Delivery of the article to your email address will normally be within 24 hours of placing the order online. If you would prefer to post or fax your order then please CLICK HERE for a printable order form. If you experience any difficulties please email us at:

If you wish to take out a yearly subscription to this journal CLICK HERE for prices and to order

Paper Pricing
USA and Rest of World
US Dollars($)
Euros (€)
Great Britain
Sterling (£)
Article Price