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Streaming the Future: Netflix's Global Expansion
Harris, Jared D.; Kim, Dennie; Vasquez, Renzo Case S-0345 / Published October 4, 2022 / 18 pages.
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Product Overview

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.




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  • Overview

    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.

  • Learning Objectives