Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh

Exercise 57

Netflix has begun the process of expanding its online video-streaming service globally. According to the case, Netflix already has a strong presence in the Western Hemisphere and is considering expansion into other countries.
a. Using Table A and what you've learned about cross-cultural marketing and culture variations, explain why Netflix may be interested in expanding into Europe.
b. Which of the European countries in Table B would be especially attractive for Netflix to enter Justify your answer
c. What considerations should Netflix make when approaching a foreign market