Auteur(s) : Falca, Aurore, Julien-Labruyère, Elli, Schaeffer, Sarah, Schlund, Thomas, Schott, Amélie
Composante : EMS
Date de création : 30-06-2018

Description : International and European Business, The purpose of this paper is to describe how Netflix will survive the changes in the on-demand economy through business strategy and predictive marketing tools, by changing itself and changing the rules of its industry. Netflix was analyzed based on publicly available secondary data, in combination with related academic concepts on predictive marketing, on-demand economy and business strategy. According to our analysis of the SVOD market, we have found possible strategies for Netflix’s future: the use of predictive marketing, differentiation and data sales. Given the current market situation, the case offers different perspectives on how predictive marketing and business strategy can give a competitive advantage to Netflix’s future growth. Therefore, it can offer several starting points for discussions over its future strategic possibilities. Especially before the current market situation, it also offers some starting points for discussion about predictive marketing and business strategy, and the success of a company on the long term. It is designed to give practitioners a better understanding on what predictive marketing is, and how Netflix’s competitive advantages can be linked to its innovative business strategy. Netflix's case is a unique combination of the concepts of predictive marketing and business strategy. It serves as an example of predictive marketing which evolved over time and is still developing in a particular market. It offers interesting lessons about how predictive marketing and business strategy can give a crucial competitive advantage in a precarious market of on-demand economy, for businesses, academics, as well as practitioners.
Mots-clés libres : Netflix, Planification stratégique Thèses et écrits académiques, Netflix, on-demand economy, business strategy, predictive market tools, predictive marketing, case study, étude de cas, 650 Gestion et organisation de l'entreprise
Couverture : FR