Purpose
This assignment is intended to give you an opportunity to strengthen your skills in gathering and analyzing business-related information. It provides a deeper understanding of how companies can look at globalization as part of their strategic and operational plans. The assignment has two parts: one focused on information research and analysis, and the other is on applied analytics.
Resources:
Microsoft® Excel®
“How Netflix Expanded to 190 Countries in 7 Years” from Harvard Business Review
Call Center Waiting Time
Part 1: Globalization and Information Research
Context: Companies that perform well in their country of origin usually consider expanding operations in new international markets. Deciding where, how, and when to expand is not an easy task, though.
Many issues need to be considered before crafting an expansion strategy and investing significant resources to this end, including:
the level of demand to be expected for the company’s products/services
presence of local competitors
the regulatory, economic, demographic, and political environments
Carefully researching and analyzing these and other factors can help mitigate the inherent risk associated with an overseas expansion strategy, thus increasing the likelihood of success.
As a data analyst in your company’s business development department, you’ve been tasked with the responsibility of recommending countries for international expansion. You’ll write a report to the company’s executive team with your research, analysis, and recommendations.
Instructions:
Write a 525-word summary covering the following items:
According to the article listed above, what were the most important strategic moves that propelled Netflix’s successful international expansion?
The article mentions investments in big data and analytics as one of the elements accompanying the second phase of overseas expansion. Why was this investment important? What type of information did Netflix derive from the data collected?
According to the article, what is exponential globalization?
Not all international expansion strategies are a resounding success, however. Research an article or video that discusses an instance in which an American company’s expansion efforts in another country failed. According to the article/video you selected, what were the main reasons for this failure? Do you agree with this assessment?
Explain some of the reasons why certain companies’ expansion plans have failed in the past.
Part 2: Hypothesis testing
Context: Your organization is evaluating the quality of its call center operations. One of the most important metrics in a call center is Time in Queue (TiQ), which is the time a customer has to wait before he/she is serviced by a Customer Service Representative (CSR). If a customer has to wait for too long, he/she is more likely to get discouraged and hang up. Furthermore, customers who have to wait too long in the queue typically report a negative overall experience with the call. You’ve conducted an exhaustive literature review and found that the average TiQ in your industry is 2.5 minutes (150 seconds).
Another important metric is Service Time (ST), also known as Handle Time, which is the time a CSR spends servicing the customer. CSR’s with more experience and deeper knowledge tend to resolve customer calls faster. Companies can improve average ST by providing more training to their CSR’s or even by channeling calls according to area of expertise. Last month your company had an average ST of approximately 3.5 minutes (210 seconds). In an effort to improve this metric, the company has implemented a new protocol that channels calls to CSR’s based on area of expertise. The new protocol (PE) is being tested side-by-side with the traditional (PT) protocol.
Instructions:
Access the Call Center Waiting Time file. Each row in the database corresponds to a different call. The column variables are as follows:
ProtocolType: indicates protocol type, either PT or PE
QueueTime: Time in Queue, in seconds
ServiceTime: Service Time, in seconds
Perform a test of hypothesis to determine whether the average TiQ is lower than the industry standard of 2.5 minutes (150 seconds). Use a significance level of α=0.05.
Evaluate if the company should allocate more resources to improve its average TiQ.
Perform a test of hypothesis to determine whether the average ST with service protocol PE is lower than with the PT protocol. Use a significance level of α=0.05.
Assess if the new protocol served its purpose. (Hint: this should be a test of means for 2 independent groups.)
Submit your calculations and a 175-word summary of your conclusions.
Submit your assignment.Call Center Timing
ProtocolType
QueueTime
ServiceTime
PE
43
976
PE
151
33
PE
57
35
PE
15
39
PE
45
41
PE
97
43
PE
239
43
PE
33
48
PE
31
48
PE
299
49
PE
27
50
PE
189
50
PE
51
51
PE
71
52
PE
57
56
PE
149
57
PE
209
61
PE
121
61
PE
65
63
PE
59
65
PE
29
68
PE
43
68
PE
91
71
PE
211
72
PE
95
72
PE
67
74
PE
143
75
PE
85
75
PE
173
75
PE
77
75
PE
25
76
PE
75
77
PE
41
79
PE
229
79
PE
47
80
PE
147
87
PE
247
90
PE
189
104
PE
89
106
PE
223
110
PE
265
121
PE
141
129
PE
167
131
PE
107
144
PE
261
157
PE
63
159
PE
37
167
PE
67
167
PE
91
168
PE
193
172
PE
133
195
PE
31
204
PE
203
210
PE
261
211
PE
205
246
PE
75
255
PE
31
260
PE
177
854
PE
193
899
PE
93
905
PE
53
942
PE
91
225
PE
103
239
PE
219
243
PE
179
268
PE
153
299
PE
57
319
PE
171
321
PE
71
388
PE
89
408
PE
89
577
PE
47
231
PE
291
33
PE
43
34
PE
121
35
PE
179
37
PE
129
38
PE
141
43
PE
73
45
PE
97
47
PE
141
52
PE
63
54
PE
51
56
PE
107
64
PE
99
65
PE
43
67
PE
123
69
PE
115
70
PE
129
76
PE
71
77
PE
33
78
PE
179
80
PE
131
83
PE
105
92
PE
95
94
PE
131
110
PE
143
110
PE
135
112
PE
75
119
PE
127
129
PE
277
140
PE
35
188
PE
97
204
PE
31
206
PE
119
207
PE
219
239
PE
47
214
PE
67
243
PE
65
387
PE
83
33
PE
87
34
PE
137
34
PE
91
34
PE
181
34
PE
29
36
PE
69
36
PE
61
36
PE
225
36
PE
147
37
PE
61
37
PE
89
37
PE
51
38
PE
27
38
PE
211
40
PE
37
40
PE
99
41
PE
59
41
PE
79
42
PE
225
42
PE
133
42
PE
43
43
PE
51
44
PE
107
44
PE
37
44
PE
145
45
PE
173
45
PE
63
45
PE
139
45
PE
31
46
PE
55
46
PE
99
46
PE
29
47
PE
105
47
PE
55
47
PE
47
47
PE
57
47
PE
195
47
PE
219
49
PE
83
49
PE
71
49
PE
65
50
PE
311
51
PE
753
51
PE
45
51
PE
151
51
PE
43
52
PE
47
52
PE
143
52
PE
715
52
PE
71
52
PE
43
52
PE
55
53
PE
53
53
PE
187
54
PE
213
54
PE
123
55
PE
265
55
PE
163
55
PE
107
55
PE
141
56
PE
67
56
PE
83
56
PE
47
56
PE
487
56
PE
41
57
PE
83
57
PE
753
57
PE
81
57
PE
767
57
PE
315
58
PE
241
59
PE
39
59
PE
85
59
PE
73
59
PE
199
59
PE
53
60
PE
71
60
PE
91
60
PE
179
60
PE
93
60
PE
47
60
PE
75
60
PE
109
61
PE
273
61
PE
37
61
PE
123
61
PE
155
62
PE
211
63
PE
45
64
PE
109
64
PE
45
64
PE
33
65
PE
63
65
PE
139
65
PE
91
66
PE
809
66
PE
149
66
PE
71
66
PE
85
67
PE
71
67
PE
33
67
PE
49
67
PE
41
67
PE
135
68
PE
21
68
PE
323
68
PE
177
69
PE
811
69
PE
75
69
PE
141
69
PE
99
69
PE
83
70
PE
133
70
PE
77
70
PE
85
70
PE
809
70
PE
35
71
PE
93
72
PE
67
73
PE
83
73
PE
73
73
PE
57
73
PE
45
74
PE
55
74
PE
65
74
PE
67
74
PE
193
75
PE
149
75
PE
39
75
PE
65
76
PE
171
76
PE
33
76
PE
171
76
PE
99
76
PE
105
76
PE
41
77
PE
91
77
PE
107
77
PE
161
77
PE
93
77
PE
83
78
PE
49
78
PE
63
79
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Global strategy
How Netflix Expanded to 190 Countries in 7 Years
The majority of its revenue now comes from outside the U.S.
by
Louis Brennan
by
Louis Brennan
October 12, 2018, Updated October 12, 2018
Fernando Trabanco Fotografía/Getty Images
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Summary.
Netflix’s global growth is a big factor in the company’s success. It operates in over 190 countries, and its international streaming revenues now exceed its domestic revenues. But only eight years ago Netflix was only in the U.S. How did it expand so quickly? First, it didn’t enter all markets at once. It started slowly, in countries that were similar to its U.S. home market. Using what it learned in these markets, it expanded to a few dozen countries by 2015, and then continued learning and growing from there. Second, it adapted to local cultures and preferences, using that knowledge to appeal to customers all over the world, both with its content offerings and with the
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