Vertical Integration At Netflix

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Vertical integration inquires a business to have control over the steps within their supply chain (Lin, Parlaturk & Swaminathan, 2014). To remain competitive with other entertainment subscription services, Netflix is developing original programming material to maintain current subscribers and attract new ones (Ferrell & Hartline, 2014). Developing their own programming gives Netflix control over the content, licensing rights and marketing opportunities within. As of 2012, Netflix had designated $75 to $100 million of its budget to attracting new subscribers based on original programming that they had created (Ferrell & Hartline, 2014). Netflix has been highly successful with their original programming being nominated for many awards and

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