MBA Project Behavioural Analysis and Implications of Netflix Investments. Firstly, the paper introduces Netflix and evaluates the endogenous and exogenous forces that shaped the success of the business. With a financial overview of the company, this paper provides context on Netflix’s current financial position and discusses possible implications of the high investment on content production. Additionally, a Porter’s 5 Forces analysis is created by assessing the main industry forces, which shape the company’s operations and strategies. Secondly, the main focus of this paper is to analyse the key drivers of consumer behaviour and identify what keeps users engaged with the service, by observing how Netflix facilitates such engagement. By taking an interdisciplinary approach, involving economic, psychological and biological concepts, this paper contributes to the literature on TV consumption behaviours. More specifically, the paper considers scientific research on customer centricit
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