This case is set in the rapidly changing and technologically emerging industry of on-demand streaming video, which offers Netflix a number of strategic choices. For instance, strategies can involve choices about hosting infrastructure, consumer pricing, and other issues related to a streaming service’s business model. In order to achieve global competitiveness, however, some of these choices also involve internationalization. In which foreign markets should Netflix compete? How should the firm enter those markets and compete there? How responsive to local preferences, versus leveraging globalized resources and efficiencies, does it need to be? Along with opportunities to explore these strategic choices, the case offers Netflix as an illustration and contrast to some of its industry competitors, such as Disney+.
The material introduces students to Ana Mallett, who, in early 2021, has just been appointed vice president of physical production for Netflix, overseeing production in Europe, the Middle East, and Africa (EMEA) and the United Kingdom (UK). As Mallett looks at growth from abroad, she wonders if the current internationalization strategy is going to continue to succeed.
This case is used at the Darden School of Business in the first-year core strategy course, in a strategic growth and value creation module. The case introduces an internationalization analysis framework. The material encourages exploration of the industry, competitive positioning and advantage, and capabilities in the context of international expansion. Case discussion can include industry dynamics, localization, globalization, glocalization, five forces analysis, competitive life cycle, hypothesis testing, and capabilities analysis. This case would be useful for any course or module focusing on international strategy, planning for growth, or technology strategy.