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THE 2011 REBRANDING/PRICE INCREASE DEBACLE
Strategic Challenges Ahead for Netflix
Netflix's top management needed to address many issues to maintain the company's leading position in the home video market. A strategic plan was needed to:
1. Repair the PR damage from the rebranding and price increases of 2011.
2. Focus on growing its subscriber base both at home and abroad.
3. Maintain a healthy cash position to meet the growing content cost obligations.
4. Invest in innovative user interface and streaming technologies to create a solid platform for the shift from DVD delivery to streaming.
You are the senior executive responsible for technology innovation for Company A. The company learns of the cost and efficiency advantages of a new technology that could repla
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