To examine the benefits and risks of investment in analytical technology as a means for mining customer data for business insights. Students will develop a strategy position for Netflix's investment in technology and its digital media business. Students must also consider how new corporate partnerships and changes to the customer channel model will allow the company to prosper in the highly competitive digital space.
Walker, R., Jeffery, M., So, L., Sriram, S., Nathanson, J., Ferreira, J. and Feldmeier, J. (2017), "Netflix Leading with Data: The Emergence of Data-Driven Video", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000232Download as .RIS
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