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Article

Shiva Koul, Suhas Suresh Ambekar and Manoj Hudnurkar

The purpose of this paper is to determine, rank and form composite relational factors that impact the millennial consumer’s mind-set when they opt for an access-based…

Abstract

Purpose

The purpose of this paper is to determine, rank and form composite relational factors that impact the millennial consumer’s mind-set when they opt for an access-based subscription of an over-the-top (OTT) platform service. In the competitive rising Indian market of OTT platforms, there is a need to understand what factors drive the subscription of a service for a company strategizing to build up on their customer base or for a company seeking to retain its customers.

Design/methodology/approach

The approach includes determining factors that impact the buying behavior of the consumer and have them ranked by the survey participants in order of their importance as a factor in considering a subscription of an OTT platform service. Questionnaire as a method is used for primary data collection in this research. Using “purposive sampling,” participants of the survey were determined based on their age group and current or historic consumption of at least one OTT platform service. The survey was conducted for the millennial viewership from Tier I and Tier II cities that have good internet connectivity over their mobile phones.

Findings

The result of this research is a ranking of factors based on their importance as perceived by the millennial consumers and then form composite factors, which have similarities in responses.

Practical implications

This research enables the consumers of the information to dwell on the factors that prove to be of comparative importance to the consumer and plan/forecast their strategies and further research studies accordingly.

Originality/value

A research along similar lines has been conducted for US-based OTT platforms. However, this research is specific for Indian consumers and platforms and holds significance because of growth in the Indian OTT market.

Details

International Journal of Innovation Science, vol. 13 no. 1
Type: Research Article
ISSN: 1757-2223

Keywords

Content available
Case study

Jitender Kumar, Ashish Gupta and Sweta Dixit

The case study illustrated strategic, marketing, financial and operational challenges faced by Netflix in India's growing SVoD market. This case is appropriate in courses…

Abstract

Learning outcomes

The case study illustrated strategic, marketing, financial and operational challenges faced by Netflix in India's growing SVoD market. This case is appropriate in courses such as Strategic Management, Business Strategy, Marketing Management and International Marketing for postgraduate MBA students, other graduate-level management programs and undergraduate-level students. The case was developed to raise awareness among students, to understand the complex nature of the technology-driven industry, to survive in the highly competitive market, to set up a company that serves the huge Indian market. This case delves into the dynamics of marketing on the Indian market, characterized by unorganized players such as local cable television; torrent downloads and organized and established players, low digitalization rates, language barriers, low internet penetration, lack of infrastructure, price-sensitive consumers. Due to up-gradation in technology, internet penetration, an increase in smartphone users, and the market has undergone a notable amount of change, due to a lot on new entrants, competitions, substitutes. The case states various obstacles, for a multinational company while entering the market such as India and how they are required to strategize, mold their marketing mix, need to analyze en-cash their strength, overcome their weakness, take maximum advantage of opportunities and modify their strategies to face huge challenges. The specific learning outcome of the case will help students to understand the strategy that multinational companies can adopt to sustain, compete in emerging countries such as India and within that emerging market such as streaming videos on demand (SVoD). This case will help students to understand the importance of internal and external resources, which help multinational companies to make strategies based on these resources. The case study offers learners the opportunity to explore the strategy in a dynamic environment. This case also highlights the critical issues that should be addressed by multinational companies when entering into a foreign market. The case highlights the importance of analyzing the competitive environment in which it’s going to compete and sustain. It can be used to introduce Ansoff’s growth matrix, internal and external factor analysis and porter’s five forces in the delivery of course for both regular and executive programs. The case should be offered in the middle term periods of the course. Additionally, the case could be used in marketing courses to indicate the importance of scanning the business environment in marketing activities for any organization. The case illustrates the strategies that companies can undertake to expand the market, introduce new products, as per the requirement of business environment and concerns linked with innovating approaches to support the organization to satisfy a larger number of price-sensitive consumers from varied backgrounds.

Case overview/synopsis

Netflix has been optimistic about the potential growth of the Indian market. It will grow slowly and gradually and become profitable. The SVoD market in India has been price sensitive. There are no plans for cheaper prices. Netflix had a long way to go. The pricing model of Netflix was a hurdle in its growth, but the future of Netflix in India was bright. There have been numerous challenges in terms of government regulations, pricing structure and an increase in the number of competitive players on the market. Netflix believed that Indian audiences enjoyed “Bollywood” film productions but watched low-quality soap opera content on television. Television audiences were a massive untapped market for their brand of original, exclusively produced content. Can Netflix come up with a marketing and growth strategy, or else they might be looking to lose market share and revenue. Should a new product such as Amazon and MI fire stick be introduced in the existing market like their competitors? Should they enter the existing market with existing products, or should they seek a new market in India, such as the rural market, the Pyramid market, the Tier II market and the City III market? Should they diversify into a new market with new products? How Netflix should plan its market communication if it wants to launch a new product or if it wants to reposition its existing product. Netflix had to rethink its strategies and also needed to address these issues so that they could travel smoothly on Indian roads. High marketing budget and aggressive promotions helped Netflix India to make a profit in its first year.

Complexity academic level

Postgraduate MBA students, other graduate-level management programs and undergraduate-level students.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 11: Strategy.

Details

Emerald Emerging Markets Case Studies, vol. 10 no. 3
Type: Case Study
ISSN: 2045-0621

Keywords

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Article

Divya Madnani, Semila Fernandes and Nidhi Madnani

The outbreak of COVID-19 saw a robust increase in viewership of over-the-top (OTT) media platforms. This study aims to investigate the impact of COVID-19 on OTT platforms…

Abstract

Purpose

The outbreak of COVID-19 saw a robust increase in viewership of over-the-top (OTT) media platforms. This study aims to investigate the impact of COVID-19 on OTT platforms in India, as it has led to reshaping consumer content preferences.

Design/methodology/approach

The authors have conducted primary research by doing a survey and focus group discussion. The first study has focused on the impact of various factors such as time, content, convenience, satisfaction and work from home (WFH) on OTT platforms during the COVID-19 crisis and the second study has focused on change in behavior of people before and during lockdown using visual representation.

Findings

The findings of this study show that lockdown has played a major role in the increase in viewership of OTT platforms, as people working from home are also using OTT platforms more. The average hours spent on OTT have increased from 0–2 to 2–5 h and average spending that users are willing to make on OTT platforms is Rs 100–300 (per month). The satisfaction level of customers is directly related to space to watch with family, time to use OTT platforms, the quality of content on OTT platforms and preference of OTT platform over television. Also, factors such as age group, occupation, city and income groups also determine the usage of the OTT platform.

Originality/value

The main contribution of this paper is to analyze the customer needs that impact their satisfaction level.

Details

International Journal of Pervasive Computing and Communications, vol. 16 no. 5
Type: Research Article
ISSN: 1742-7371

Keywords

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Article

Mayank Sadana and Dipasha Sharma

This paper aims to analyse how the top over-the-top (OTT) platform is becoming a preferred source of entertainment amongst young consumers over traditional Pay TV service…

Abstract

Purpose

This paper aims to analyse how the top over-the-top (OTT) platform is becoming a preferred source of entertainment amongst young consumers over traditional Pay TV service (Cable TV/DTH) in India and what factors play a vital role in such preferences along with gamification of content. The study follows the theoretical framework of use and gratifications theory and Niche analysis.

Design/methodology/approach

The study establishes a conceptual framework of understanding the preference of consumers, which triggers the shift from old media to new. This research develops an approach to understanding the relevant implications in responses of consumers through a structured online survey conducted amongst different age groups by applying exploratory and confirmatory factor analysis. To further comprehend the relations between measured variables and constructs, the statistical technique is incorporated, i.e. logistic regression.

Findings

Empirical results and discussion insinuated the five factors which affect consumers’ choices concerning entertainment i.e. content and viewing behaviour, expenses incurred on services, shifts influenced by offerings/incentives, convenience and telecom. Logistic regression validated the strength of these factors which made content and viewing behaviour, expenses incurred on services and convenience the three most important factors.

Research limitations/implications

This study analyses the driving factors that are revolutionising the entertainment industry and can be applied in designing a comfortable and engaging experience for a consumer in the future.

Originality/value

This research is original in nature and the findings of this study are valuable for online streaming services, video-on-demand services, Cable TV operators and entertainment content producers.

Details

Young Consumers, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1747-3616

Keywords

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Case study

Arvind Sahay

Airtel, the leading mobile operator in India was going to launch the “Airtel Zero” platform that would charge service providers and OTT providers on the internet for…

Abstract

Airtel, the leading mobile operator in India was going to launch the “Airtel Zero” platform that would charge service providers and OTT providers on the internet for mobile data traffic but would allow end consumers free access to the web sites that were signed up for the platform. The case revolves around the questions of pricing these data services to the service providers in a market where the price to one set of customers (the end consumer) was not independent of the price to another set of customers (the OTT service providers) - typical of two sided markets. Issues of net neutrality and competition have been considered alongside.

Details

Indian Institute of Management Ahmedabad, vol. no.
Type: Case Study
ISSN: 2633-3260
Published by: Indian Institute of Management Ahmedabad

Keywords

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Case study

Rajkumari Mittal and Parul Sinha

Following are the learning outcomes: recognize the significance of project management as an integrated approach for managing projects in an unprecedented situation…

Abstract

Learning outcomes

Following are the learning outcomes: recognize the significance of project management as an integrated approach for managing projects in an unprecedented situation. Identify the issues related to managing contemporary projects such as shorter product life cycles, changing customer preferences and last-minute risks. Evaluate the role of sub-domains of project management such as project prioritization, project negotiation, project portfolio system, project risk assessment and management and project stakeholder management.

Case overview/synopsis

It is the year 2020, and the entire world is struggling to cope up with the crisis caused by the corona virus (COVID-19) pandemic. Normal life has come to a standstill. All industries have realized the significance of developing innovative strategies to move to the new normal situation. This case describes the plight of TVR Cinemas, a business vertical of Tiya Group, which caters to the business of production and distribution of Bollywood and Hollywood movies in India. With the lock-down of the Indian subcontinent, the multiplex business is badly hurt. With new norms of sanitation, social distancing, and a ‘stay home stay safe policy’ the company has to devise new ways to sustain in the market. This case invites students to put themselves in the shoes of the company project manager, Mr. Ramchandani, to provide recommendations about deciding ways to release seven pipe-lined Bollywood movie projects, deciding on the appropriate over-the-top (OTT) partner for tie-ups, and devising strategic steps to recover the reputation of the company by launching an OTT platform themselves.

Complexity academic level

The case is useful for introducing basics of project management along with decision making for projects in an uncertain situation. This case can be used for the students of undergraduate/postgraduate/executive level across the modules of project management/project risk management and negotiation management.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 9: Operations and logistics.

Details

Emerald Emerging Markets Case Studies, vol. 11 no. 1
Type: Case Study
ISSN: 2045-0621

Keywords

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Article

Nandini Bhalla and Holly K. Overton

The purpose of this paper is to examine the impact of cultural factors on environmental CSR attitudes and purchase intentions among publics in a developed (USA) country…

Abstract

Purpose

The purpose of this paper is to examine the impact of cultural factors on environmental CSR attitudes and purchase intentions among publics in a developed (USA) country and a developing (India) country.

Design/methodology/approach

Using a 2 (location of the company: India vs USA) × 2 (location of the CSR activity: India vs USA) between-subjects experimental design, the study examines individuals’ attitudes and behavioral intentions toward a company’s environmental CSR activities in each respective country.

Findings

Two structural equation models were created for US publics and Indian publics. Results indicated that cultural factors, specifically the uncertainty avoidance dimension, play an important role among both Indian and US residents’ attitudes toward a company’s environmental CSR efforts and their intention to purchase its products/services. Among Indians, the power distance dimension acted as a mediating factor.

Originality/value

This study is novel in its examination of the impact of cultural factors among residents in India and the USA. This information can be utilized by multinational companies to implement effective CSR activities and enhancing their global CSR communication efforts.

Details

Corporate Communications: An International Journal, vol. 24 no. 3
Type: Research Article
ISSN: 1356-3289

Keywords

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Article

Archana Sharma and Mahim Sagar

The purpose of this study is to identify crucial and new product selling challenges in the Information and Communication Technology (ICT) sector for the companies…

Abstract

Purpose

The purpose of this study is to identify crucial and new product selling challenges in the Information and Communication Technology (ICT) sector for the companies operating in Business to Business (B2B) sales setting.

Design/methodology/approach

This study uses qualitative techniques of focus group discussion, semi-structure interviews and thematic content analysis to explore crucial and new product selling challenges. Total interpretive structuring modeling (TISM) is used to create a hierarchy amongst the factors and interpret the relationships amongst them.

Findings

This study identifies crucial challenges for the ICT sector. The TISM framework helped in identifying variables and explained the relationship between the identified variables.

Research limitations/implications

The findings may have been affected by the small size of the sample, the research was restricted to Indian market only and the result would have varied across cultures and different domains.

Practical implications

Companies in the ICT sector are eager to develop new products but fail to sell it. Salespeople play a crucial role in diffusing the new product in the market. Addressing the challenges faced by salespeople will improve not only the sales of the new product but also the overall the operational efficiency of the sales force.

Social implications

Although several studies have suggested that sales force is the major contributing factor to new product success, few studies have focused on the role of salespeople in new product launch, particularly with respect to challenges in new product selling.

Originality/value

This is the first study to identify new product selling challenges in the ICT sector.

Details

Journal of Indian Business Research, vol. 10 no. 3
Type: Research Article
ISSN: 1755-4195

Keywords

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Article

Jean Paul Simon

This paper aims to shed some light on the role of video games within the media industry and IT sector, on its contribution to the production and distribution of digital…

Abstract

Purpose

This paper aims to shed some light on the role of video games within the media industry and IT sector, on its contribution to the production and distribution of digital content in emerging economies. It offers a case study on the role of mobile devices as a factor of transformation and shows how under changing socio–economic conditions, the transformations enabled the creation of digital ecosystems and innovative business models.

Design/methodology/approach

The paper is based on desk research, a review of literature and trade press and comments from experts and industry players.

Findings

The paper argues that as the internet is going mobile, driven by data – mostly video – the new mobile platforms are becoming the key for the distribution of content and mobile games. Whether it is the history of browser games in China, mobile games in India or PC games in Russia, each national gaming industry has required a unique strategy for making money, building on some prominent cultural factors and adapting to the local economic conditions. The paper reveals that video games are now clearly a vital part of digital content production in these countries, while stressing upon the role of public policies.

Research limitations/implications

The paper relies mostly on industry and consultancy data, as in such a fast-changing environment official data even when accessible are in most cases too old to remain relevant to identify the trends and the fast changing stakes. This calls for some caution about the data. Therefore, the data used should be treated as just signals of potential trends, sufficient to provide an appropriate overview of the evolution of the global mobile ecosystem.

Practical implications

This paper shows that the video games industry can serve as a pivot for the ICT industry. Besides, this prompts upstream and downstream industries of the entire digital entertainment market to thrive.

Social implications

The paper shows that companies from emerging markets companies have been betting on a combination of factors: the development of the economies, the growth of the mobile market, emerging middle-classes and young customers. It provides a growth model that appears to be close to a “regular” industrial growth model.

Originality/value

Although there is a growing academic literature on the video games industry, few research have been devoted to specific issues of emerging economies and to the role of video games within the media industry and IT sector.

Details

Digital Policy, Regulation and Governance, vol. 20 no. 5
Type: Research Article
ISSN: 2398-5038

Keywords

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Article

Packiaraj Thangavel, Pramod Pathak and Bibhas Chandra

Young consumers are recognized as an important and lucrative segment for the businesses across the globe. While initial steps have been taken to understand them, majority…

Abstract

Purpose

Young consumers are recognized as an important and lucrative segment for the businesses across the globe. While initial steps have been taken to understand them, majority of the existing works consider both Millennials and Generation Z as a single and homogeneous market segment. The purpose of this study is to explore the consumer decision-making styles which are prevalent among Indian Millennials and Generation Z e-shoppers, and how significantly they differ from one another on each of those decision-making attributes.

Design/methodology/approach

This exploratory study used the generational cohort theory (GCT) as a framework. The psychographic statements (Questionnaire items) employed were adopted from several past researches on store orientation and catalog orientation, and they were rephrased to suit to the context of Indian online shopping. The principal components factor analysis with promax rotation has been used to unearth the underlying decision-styles among 503 survey participants. Subsequently, the ANOVA model was run to examine the mean differences between the cohorts.

Findings

The factor analysis has revealed that frugality (Price), convenience (Home) and social desirableness are the most dominant shopping orientations (decision-styles) that prevail among Indian (Millennials and Generation Z) online shoppers though in varying degrees. The probing of ANOVA results suggested that, though both the cohorts favor e-shopping, Generation Z are more enthusiastic about online shopping than their Millennial counterparts do.

Practical implications

Though Generation Z and Millennials share few characteristics between them, they exhibit different consumer behaviors. Marketers need to customize their value offerings and marketing communications that resonate well with each generational cohort.

Originality/value

Almost all the existing research works that have been conducted so far on generational cohorts are from Western and European countries and one could confidently say that those findings cannot be applied for the developing nations such as India which is a complex and diverse country in terms of its language, custom, religion and practices with troublesome pasts. Moreover, this is the first empirical work to be conducted to unearth the generational differences that exist between Generation Z and Millennials to the best of authors' knowledge.

Details

Benchmarking: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1463-5771

Keywords

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