The family-owned Montclair Video attracted loyal customers by providing a wide selection of movies and personalized recommendations, helping it fend off competition from movie-rental giant Blockbuster. That changed with the increasing popularity of Netflix, as well as a rise in on-demand cable content and the introduction of a similar pricing model from Blockbuster. The family was prepared to adopt new pricing and add rental services, but only if the strategy made financial sense. Upon the advice of a market research consultant, the owners launched a survey of store customers which utilized a choice-based conjoint analysis format. In this case students examine competitors' plans and analyze data from this survey to determine which services and fees will prove profitable while retaining clients.
Iyengar, Raghuram, Kamel Jedidi, and Olivier Toubia. Montclair Video. Columbia Business School: CaseWorks, Spring 2010.
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