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Introduction
Netflix is considered one of the most successful e-commerce ventures. Starting from 1997, when the video rental market was dominated by Blockbuster Video, the company created an alternative delivery service model that used the US Postal Service to deliver and get back rental movie DVDs from a central distribution center, thus avoiding the overheads, costs and potential revenue losses created by having individual stores in specific locations. By targeting the growing DVD market which was small then but grew rapidly to cover 37 per cent of households in 2002, it avoided competition with Blockbuster and simultaneously cut costs, ...
