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The Donner expedition to California in 1846‐1847 is one of the darkest tales of the great migrations west. While much has been written about the tragedy, a group analysis based on business research has not been undertaken. The purpose of this paper is to suggest that the story of the Donner Party is primarily a group failure, with implications for practicing managers employing temporary groups in uncertain situations.

Group theories concerning the nature of temporary work groups, interdependence, diversity, social identity, and leadership are employed to explain how negative group processes likely contributed to the disaster.

Based on books and a film about the incident, the Donner Party suffered a social breakdown based on: the changing nature of the goals of the expedition in mid‐course, which is difficult for temporary teams to handle; destructive forms of diversity based on cultural background and social status; and a lack of critical skills and effective leadership. The story also illustrates that small, cohesive groups had a better survival rate than individuals.

While only a single case, this study demonstrates the special nature of temporary groups and demonstrates that not all diversity is positive. Both issues require strong leadership. Furthermore, the study demonstrates the importance of considering context in group research.

This is an original analysis of the Donner Party using group theories. This study reminds managers of the fragility of temporary groups, and stresses the need to consider the possibilities of accidents/disasters when undertaking large projects.

After completing the case, students should be able to understand: the importance and uniqueness of the individual market and developing a suitable marketing strategy. The concept of value creation and learn the importance of developing the right value proposition to compete and succeed in a market. The target audience and how to create the right marketing mix. Competition in a digital landscape and the importance of developing an appropriate strategy to counter its rivals and position the brand effectively.

During his visit to India in December 2019, Netflix’s founder and chief executive officer Reed Hastings talked about a series of steps the company had taken in the recent past to successfully face stiff competition and move towards achieving its stated target of 100 million viewers. These steps involved significant changes in their marketing mix such as reworking their pricing, developing a rich portfolio of Indian content and building various partnerships. Since Netflix’s launch in India (December 2016), it faced fierce competition from players such as Hotstar and Amazon Prime, both of whom had developed a rich portfolio of Indian content and adopted a very aggressive pricing strategy thus, making these changes essential. At the time of their launch, Netflix had set a very ambitious target of gaining 100 million viewers within five years (by 2021) while adopting a premium pricing strategy and positioning themselves uniquely based on their international content. They quickly learned that they would have to reevaluate their approach if they wanted to achieve their target on time. The changes announced by Hastings were an effort in that direction. The moot question was whether these steps would help Netflix India reach its goal. This challenge was further compounded by an almost 40% hike in data tariffs by three major wireless carriers considering most Indians watched over-the-top media content on their mobile phones.

The case is designed for undergraduates, as well as for fundamental marketing courses in the Master of Business Administration and other graduate level programmes. It can be taught in the Principles of Marketing, Marketing Strategy and International Marketing courses. It is ideal for topics such as understanding the operation of a digital business in a new market, customer value creation and value drivers, brand and brand positioning, product promotion, strategies for business growth and expansion, fighting competition in a digital landscape.

Teaching Notes are available for educators only.

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By 2009 Netflix had all but trounced its traditional bricks-and-mortar competitors in the video rental industry. Since its founding in the late 1990s, the company had changed the face of the industry and threatened the existence of such entrenched giants as Blockbuster, in large part because of its easy-to-understand subscription model, policy of no late fees, and use of analytics to leverage customer data to provide a superior customer experience and grow its e-commerce media platform. Netflix's investment in data collection, IT systems, and advanced analytics such as proprietary data mining techniques and algorithms for customer and product matching played a crucial role in both its strategy and success. However, the explosive growth of the digital media market presents a serious challenge for Netflix's business going forward. How will its analytics, customer data, and customer interaction models play a role in the future of the digital media space? Will it be able to stand up to competition from more seasoned players in the digital market, such as Amazon and Apple? What position must Netflix take in order to successfully compete in this digital arena?

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.

A secondary research method was used to collect data for this case. The authors have made use of newspaper articles and published articles written by journalists and experts, which are available in the public domain.

This case discusses the hurdles faced by Netflix in India. Netflix experienced rapid growth ever since its entry into the Indian over-the-top (OTT) sector. The aggressive pricing strategies by OTT competitors put Netflix in a defensive position in India. Netflix introduced the low-priced mobile-only plan to attract price-sensitive Indian consumers. However, this was not sufficient. Netflix was forced to reduce the price of all its plans in December 2021. The dilemma faced by Reed Hastings (Founder and Co-CEO, Netflix) was whether the revised price was low enough to hold on to existing subscribers and attract new subscribers in India. Netflix was caught between the rock and the hard place in its pursuit to achieve its target of achieving 100 million subscribers from India versus continuing its skimming-pricing strategy. This case highlights the compound challenges of low household income in India and high-income inequality resulting in a lower available market for multinational service providers such as Netflix. The pricing plans and features of OTT competitors in India have also been discussed in sufficient depth to facilitate analysis and classroom discussion by the target audience.

Undergraduate students studying marketing management and basic marketing courses in business management and commerce streams can use this case. This case can also be used for marketing specialization courses at the undergraduate level.

The purpose of the present paper is to show that a clearly delineated digital strategy and an agile mindset is key for the successful adoption of digital innovation in society and business.

This is a case study and critical discussion.

It was seen that both the business case (Netflix) and the societal case on the level of a country (El Salvador) lack a digital strategy, which initiated the innovation problems. However, Netflix proved to have an agile reactivity, which helped them to get back on track, which was not the case for El Salvador.

This discussion is relevant because the domain of “society” and the domain of “business” are often discussed as separated worlds. However, this paper intends to show that there are some logical dynamics underlying digital transformation in the case of digital innovation that apply to both of these domains.

This case study is developed using secondary sources, including newspapers, periodicals and academic references.

This case study examines the challenges of a market leader in a changing industry and how that leader might respond. Growth was becoming exceedingly difficult for Netflix due to various external forces. For a company that relied on radical innovation to reinvent the video market industry and gain market dominance, Netflix appeared to be focusing on protecting its market position through strategies designed to reinforce its existing strengths and assets. Could Netflix maintain its leadership position and reignite growth by pursuing a reinforcement strategy, or was it time for another reinvention?

This case was written for strategic management classes at the graduate and undergraduate levels. The case was classroom tested with undergraduate business students in a strategic management course and masters-level organizational leadership students in a strategic innovation and change management course.

As the mission of this text calls us to engage in articulating a vision that speaks to the power and potential of the next chapter in the historically Black college and university (HBCU) narrative, we propose that we take a moment to critically reflect in order to contextualize and establish a vision of the road ahead that is clear and informed. The past decade ushered in many significant shifts in policy and practice with varying outcomes that have uniquely and forever shaped the future of our beloved institutions and we must be careful not to forget these pivotal moments. Utilizing a robust critical discourse analysis, the authors of this chapter will explore topics ranging from resource development and institutional leadership at HBCUs to the critical role of research as a mechanism for owning and sharing our individual and collective HBCU narratives in 2020 and beyond. The authors will provide a timeline of events and discuss their impact on HBCU stakeholders and institutional operations, while also taking the time to provide recommendations for preparing for and possibly circumventing comparable issues in the future. Although HBCUs find themselves navigating a constantly evolving sociopolitical landscape, we are certain that being mindful of our immediate past and committed to our historical purpose provides the best route for us to be intentional about our future.

The learning outcomes of this study are as follows:1. Analyze the pricing strategy followed by Netflix in India;2. Examine the challenges faced by media companies, including over-the-top (OTT) service providers, in developing content for target consumers in emerging markets; and3. Evaluate the dynamics of the Indian OTT industry and understand the effect of external and internal factors on the growth of Netflix in India.

This case discusses the dilemma faced by Netflix in India regarding pricing and content. Netflix was accused of hurting the religious and political sentiments of Indians by broadcasting bold shows such as Sacred Games and A Suitable Boy. Netflix is caught in a dilemma between its pursuit to achieve its target of achieving 100 million subscribers from India versus continuing its profitable high pricing strategy. Another key dilemma is regarding the streaming of attractive bold content which may occasionally hurt the religious/political sentiments of some Indians or stream only safe content which may be deemed as boring by its young target audience.

Undergraduate and postgraduate students studying Marketing courses in Commerce and Business Management streams can use this case.

Teaching notes are available for educators only.

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