• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site
For visually-impairedUser profile (HSE staff only)SearchMenu

Standardization versus Adaptation of Online Television Services' Marketing Strategies by the Example of Netflix and Amazon Prime Instant Video in India

Student: Taliia Nurtdinova

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Final Grade: 7

Year of Graduation: 2018

This research aims to define which marketing strategy, adaptation or standardization, is more effective to implement by OTT video services such as Netflix and Amazon Prime Video in Indian market. It includes a theoretical analysis of standardization and adaptation strategies used by online TV services in different well-developed and developing countries, an overview of Indian TV market and customers’ preferences in watching video and analysis of Netflix and Amazon Prime Video performances in India.

Full text (added May 13, 2018)

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses