Unboxing Hulu: a tale of strategic alliance to survive in the sharing world
by Harchitwan Kaur Lamba; Abhilasha Meena; Saurabh Srivastava; Tran Tien Khoa
J. for Global Business Advancement (JGBA), Vol. 13, No. 3, 2020

Abstract: Video on demand (VoD) industry is a dynamic industry in the 21st century driven by changing customer preferences, technology factors like bandwidth availability and monetisation and scalability opportunities due to its platform focused business model. Major players have their own VoD service, emphasising the importance of content-driven platforms. This paper explores the VoD industry, its evolution over time, strategic interactions between its stakeholders in the form of alliances, from the single but complex case of Hulu. The insights from this research are useful to understand the complex business model of VoD and how different stakeholders including the incumbents, complementors, and competitors strategise their actions. The value, rarity, imitation, organisation (VRIO) framework has been used to analyse the key strategic resources. In the context of Hulu, the future competitive behaviour of other stakeholders after the merger of Disney and Hulu has been explored.

Online publication date: Thu, 05-Nov-2020

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