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

Student: Nurtdinova Taliia

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)

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