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Book Cover
Author Robson, Karen, author

Title Disney+ : pricing and strategy / Karen Robson
Published London : SAGE Publications: SAGE Business Cases Originals, 2022


Description 1 online resource
Series SAGE Business Cases
SAGE Business. Cases
Summary Disney is one of the leading entertainment companies in the world. Towards the end of 2019, it launched a streaming service called Disney+. The service has proven enormously popular: less than one year after its launch, Disney+ has already achieved its five-year goal with respect to registered users. In 2020, Disney added a premium tier to its streaming service called Premier Access, which users could purchase to get early access to Disney's premium content: the live action remake of Mulan (initially intended for theatrical release). This case provides an opportunity for students to understand and assess how the marketing environment impacts strategic decision-making in marketing. In addition, this case provides information on the pricing strategy implemented by Disney, which students can use to better understand strategies available when pricing new offerings
Bibliography Includes bibliographical references and index
Notes Description based on XML content
Subject Disney Enterprises (1996- ) -- Case studies
SUBJECT Disney Enterprises (1996- ) fast (OCoLC)fst00776540
Subject Pricing -- Case studies
Streaming technology (Telecommunications) -- Prices -- Case studies
Genre/Form Case studies.
Form Electronic book
ISBN 9781529773972