Netflix’s marketing strategy change
Introduction Change is an integral part of everyday life both for organizations and individuals. It is often considered negative, since it involves a certain level of stress for the system and a disruption of the conventional organizational practices. However, along with the negative side, change also entails benefits, if it is conducted in the right way. This paper aims to present an example of the recent change in Netflix strategy and to explain the possible reasons for its failure. This example applies change management theories and concepts to the Netflix case, in order to identify what went wrong and, thus ...
