Bibliographic Details
| Title: |
Hotstar: Decoding the Enigma. |
| Authors: |
Aadithyaa1 |
| Source: |
Journal of Case Research. Dec2018, Vol. 9 Issue 2, p1-18. 18p. |
| Subject Terms: |
*Marketing, *Industrial costs, *Valuation, Enigma cipher system, Mobile entertainment |
| Abstract: |
The case is about Hotstar, a digital and mobile entertainment platform which is a part of the Indian video OTT industry that is currently valued at $109 million. The case tries to decode the enigma of the company which overshadowed global giants and pioneered its own rat race. To achieve the objectives of the study, secondary data in the form of newspaper reports, case articles etc. were consulted and existing literature on the subject was thoroughly reviewed with major reference to the conceptual framework of Sujata, et al. ( 2015). The research hints at a combination of quirky marketing, sustainable technology and adaptive content as the drivers of the success of Hotstar. [ABSTRACT FROM AUTHOR] |
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| Database: |
Business Source Complete |
