Ronald Urquizu
Student # 467357
Digital Literacy: 2.4 Professional Research & Evaluating Credible Sources Project
The acquisition of Bösendorfer by Yamaha and how Yamaha plans to
build the Bösendorfer brand while maintaining its Viennese roots.
LA Film School Library EBSCOhost database search on Sunday July 21 st at 6:00 A.M Pacific Daylight time
The database search only cites the publication, but to access the publication itself I had to find an achieve that had
the article listed. Having the information from the libraries database search lead me to this article. When I
searched the school’s library EBSCOhost database under Business Source Elite for Bösendorfer it yielded 23
results, the fourth result being exactly what I needed. The abstract reads “ The article offers information on the
efforts of Yamaha Corp. to boost and to build Bösendorfer after it purchased the company in Austria in 2008. It
mentions that Yamaha made a solemn promise not to alter the product or operation of the firm. It states that
“Yamaha lived up to its promise because it does not impose any changes to maintain its role in the music industry.”
Works Cited
“How Yamaha Aims to Build Bösendorfer.” Music Trades, vol. 159, no. 8, Sept.
2011, pp. 84–94. EBSCOhost,
search.ebscohost.com/login.aspx?direct=true&db=bsh&AN=65285641&site=e
host-live.
https://ezproxy.lafilm.edu:4443/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bsh&AN=6528
5641&site=ehost-live
Online Archive of The Publication in digital format which includes the article on
pages 84-94
http://digitaleditions.sheridan.com/publication/?i=393269#{%22issue_id%22:%2280600%22,%22page%22:85}
Music Trades. September 2011, Vol. 159 Issue 8, p84-94. 8p.
Google online search on Sunday July 21st 2019 at 8:00 A.M Pacific Daylight Time
Search of “Bösendorfer acquired by Yamaha” returned About 571,000 results. The Forbes article being the third
listing I chose. I trust forbes magazine as a reliable source of business news since their first issue from September
15, 1917; 101 years ago Their articles are written around facts and data and their writers interview the direct
source of company contacts for their articles and get to the truth on business matters.
https://www.forbes.com/2007/11/30/bosendorfer-bawag-yamaha-markets-equitycx_jc_1130markets04.html#7579924710db
After reading both articles it is clear that the most current of the two which is from the 2011 publication found
though the EBSCOhost database has more current information which fulfills the forecasted plans for Bösendorfer
from the 2007 Forbes Article found by a Google search.. The 2011 article not only gets rid of any doubt of
Yamahas intention for the high end brand after three years of ownership but also goes into further detail on how
they are building the brand up even more by incorporating Yamaha logistics and established relationships with
educational institutions, venues and the implementation of Yamaha Disklavier and Silent Piano Technologies into
the Bösendorfer line. Yamaha has defiantly associated the brands best features into one another but has still
allowed both to remain true to the heritage. Both sources for my report are highly credible and reputable. Both
articles seem very unbiased and state the company's intentions which seems to have satisfied onlookers after
three initial years of ownernership by Yamaha. Looking even further into the future I researched the current state
of Bösendorfer and how their acquisition from Yamaha has affected the company by getting information from the
Bösendorfer website itself. https://www.boesendorfer.com/en/about/history-1 It seems to be a great fit for both
parties involved and they are working flawlessly albeit Yamaha Pianos mainly produced in Japan, some in Indonesia
and Bösendorfer’s are hand made in Vienna, Austria as always. The intentions the Forbes Magazine article speaks
of in 2007 seem to have been exceeded in 2011 and even more so today.
“In 2008, the Japanese enterprise Yamaha acquires Bösendorfer. Conscious and
cautious about the precious heritage Bösendorfer is carrying, the Austrian
manufactory remains fully independent and continues to be operated as a separate
Austrian company. Successfully restructured and fortunate to further develop
distribution with a partner who is experienced and sophisticated within the music
industry Bösendorfer gains new strength. Bösendorfer works closely together with
Yamaha when it comes down to selling and distributing instruments, however, all
Bösendorfer Grands are manufactured in Wiener Neustadt, exclusively. Bösendorfer
focuses on the premium manufacturing of close to 300 instruments per year, which
are handcrafted close to Vienna, from where it all started.” -boesendorfer.com-