Netflix’s Evolving Strategy
This assignment asks you to evaluate the strategic evolution of the Netflix company from 1994 to 2011, as described in the case study for this unit. Although many new changes have occurred with Netflix since this case study was written, it covers a formative period in Netflix’s evolution. As you complete your essay, please respond to the questions according to the context of the years in which Netflix made these decisions.
Summarize the evolution of Hastings’ strategy through successive business plans. How many strategy revisions did the business have to make, and what were they?
What caused Netflix’s leadership to make each shift?
Were the shifts driven from the top or the bottom?
How did they decide what to do next? Were the shifts well-planned or did they just “throw things against the wall to see what would stick”? Do the shifts in strategy seem well-planned or haphazard?
How would you characterize the differences between Blockbuster’s and Netflix’s business model?
Was Netflix disruptive? How? How would you evaluate Blockbuster’s response?
Is the Netflix’s strategy deliberate or emergent? How do you know?
Submission Requirements
Written communication: Written communication is free of errors that detract from the overall message.
APA formatting: Your paper should demonstrate proper APA formatting and style. You do not need to include a cover page or abstract, but be sure to include your name, assignment title, and page number in the running header of each page. Use meaningful section headings to clarify the organization and readability of your paper.
Number of references: Include a minimum of six references from your unit readings and assigned research; the sources should be appropriately cited throughout your paper and in your reference list.
Readings
Use your Strategic Management: Text and Cases text to complete the following:
Read Chapter 1, “Strategic Management: Creating Competitive Advantages.” This chapter defines strategy and competitive advantage, and discusses the role of business in society. The chapter also introduces different types of strategic planning, including top-down strategic planning, scenario planning, and strategy as planned emergence.
Use the Capella library to complete the following:
Read Kipping and Cailluet’s 2010 article, “Mintzberg’s Emergent and Deliberate Strategies: Tracking Alcan’s Activities in Europe, 1928–2007,” from Business History Review, volume 84, issue 1, pages 79–104.
Use the Internet to complete the following:
Read Moore’s 2011 article, “Porter or Mintzberg: Whose View of Strategy Is the Most Relevant Today?” from Forbes.
Use the following case study to inform your assignment for this unit:
Read Shih and Kaufman’s 2014 article, “Netflix in 2011,” from Harvard Business Publishing.
The readings in this unit discuss different views on strategy and how organizations are using various strategies to gain competitive advantages. The case of Netflix has shown us how emergent strategies were built using experimentation and the collection of customer data.
