Abstract
On January 20, 2022, Reed Hastings, the co-founder of Netflix, expressed his dissatisfaction while evaluating the company’s performance in the Indian market. Since its launch in 2016, Netflix has struggled to gain momentum in India. The company implemented several changes in India, such as introducing Hindi-language content and lowering its subscription prices. Despite these efforts, the company could not achieve significant success, while India maintained its position as the fastest-growing, over-the-top (OTT) market globally. Hastings was confronted with the task of determining strategies to strengthen his company’s foothold in the Indian market.
Additional Information
| Product Type | Case |
|---|---|
| Reference No. | MAR0541 |
| Title | Netflix in India:Navigating Unfamiliar Waters |
| Pages | 25 |
| Published on | Dec 31, 2023 |
| Year of Event | 2022 |
| Authors | Jena, Sanjay Kumar; Jayaswal, Pragya; Parida, Biswajita; Borah, Sourav Bikash ; |
| Area | Marketing (MAR) |
| Discipline | International Business, Management Education , Marketing, Strategic Management |
| Learning Objective | After reading and discussing the case, students should be able to • recognise the key elements a firm should consider when entering a foreign emerging market • comprehend the impediments a developed market firm encounters while operating in an emerging market • examine why some multinational corporations stumble in an emerging market • assess the impact of cultural and structural factors on consumer behaviour and their implications for international firms entering the region |
| Keywords | Emerging Market; Video Streaming; Consumer Behaviour; Over-the-top; Culture & Structure; International Marketing |
| Country | India |
| Organization | Netflix |
| Access | For All |
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