What are the strategic and marketing challenges of innovation for original content made by video streaming services? / Julie PERCHERON / 2021

Titre : What are the strategic and marketing challenges of innovation for original content made by video streaming services? : A qualitative understanding of original content, applied to Canal+ Type de document : Mémoire Auteurs : Julie PERCHERON, Auteur Année de publication : 2021 Importance : 24 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Entreprise CANAL + ; NETFLIX Management GESTION DE CONTENU ; INNOVATION ; MARKETING STRATEGIQUE Résumé : Currently working at Canal+ Group, I researched what are the strategic and marketing challenges of innovation related to original content. In order to respond to this question, I did a literature review, that will explore the stakes of innovation, the different strategy of content and then the role of innovation in original content in a marketing aspect. I have come to some initial conclusions but then, thanks to qualitive study, I found other information. Those findings allow me to give the best recommendation to Canal+ to improve their strategy on their SVOD platforms Canal+series. Programme : PGE-Reims Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538121