• Irina Onyusheva Stamford International University, Bangkok
  • Ann S. Baker Stamford International University, Bangkok
Keywords: international business, business strategy, business development, risk management, Netflix


This paper aims to discover Netflix, Inc., as a successful global organization exploring the possible motives for international engagements. Key aspects in the development of Netflix’s international business strategy are considered, particularly focusing on its entry modes into various markets and its features of online streaming services. The given research reflects on the current market industry situation. The authors are studying the case of Netflix in the context of its developing international business strategy. In terms of research methods, we have implemented SWOT, PESTEL, causes and consequences analysis, and also expert assessment.

Risk identification, risk assessment and risk management analysis have been incorporated to detect significant business environmental factors for the company in question. On the basis of risk management methods, we have also considered possible risk management and control strategies along with the author’s own recommendations on how to maintain the company’s position as the global leading online streaming brand at the international market.


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Author Biographies

Irina Onyusheva, Stamford International University, Bangkok

Dr., Prof., Stamford International University, Bangkok, Thailand.

Research interests: strategic management; economic competitiveness on micro- and macro- levels; human capital development; knowledge economy; knowledge management; project management.

Ann S. Baker, Stamford International University, Bangkok

MBA, Stamford International University, Bangkok, Thailand.

Research interests: international business management; strategic management; risk management.


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PDF Downloads: 15040
How to Cite
Onyusheva, I., & Baker, A. (2021). NETFLIX: A CASE STUDY ON INTERNATIONAL BUSINESS STRATEGY DEVELOPMENT. The EUrASEANs: Journal on Global Socio-Economic Dynamics, 6(31), 40-52.

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