In a rapidly changing and technologically emerging industry like on-demand streaming video, there are a number of strategic choices to be made. 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 those choices also involve internationalization. In which foreign markets should a firm compete? How should the firm enter those markets and compete there? How responsive does a firm need to be to local preferences, versus leveraging globalized resources and efficiencies? Netflix offers an illustration and contrast to some of its industry competitors, such as Disney+. This case is used at Darden in the first-year core Strategy course; it would also be useful for any course or module focusing on international strategy, planning for growth, or technology strategy. The case also highlights the rise of a female executive.
