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Discussion: Disruptive Technology: Netflix Case Study
Technology is constantly changing and, in turn, can help leaders promote widespread social and economic change. For example, Mattox (2013) pointed out that if 3D-printing technology were to become available and accepted by the masses, it could dramatically shift control of consumer production, resulting in a significant economic and social change. Consumers could then theoretically manufacture everything from lifesaving medicines to high-grade weaponry. Is such technological change desirable or detrimental?
Given the potential of technological change to generate economic upheaval, it should be no surprise that the question of whether technological change is desirable has garnered attention in the business research community. Theories have emerged to explain the development and diffusion of technological changes—and the theory of disruptive innovation is among the most influential. Since its introduction by Clayton Christensen in the mid-1990s, the theory has raised considerable debate. Topics of debate include how to define disruptive innovation and technology; when and why it occurs; and how to predict, survive, or promote it. As the pace of technological change accelerates, business professionals have given increased attention to this field of research and the impact of disruptive technology. In this Discussion, you will consider the case of Netflix.
To prepare for this Discussion, review this week’s Learning Resources concerning disruptive technology and disruptive innovation. Read the case study “The Rise and Fall of Netflix: What Happened and Where Will It Go From Here?” and consider Netflix’s role as a disruptive innovation or technology that is now being threatened by the disruptive technology of its competitors. Netflix’s leaders are facing many challenges as they consider the global market. Put yourself in the intern Chris’s position, and think about how you, as a global change agent, would advise the company’s leaders.
By Day 3
Post an analysis of the impact of disruptive technology on Netflix, with your own prognosis for this business. Your analysis should be structured as follows:
Summarize the challenges Netflix is facing, as detailed in the case study.
Evaluate whether disruptive technology has a primarily positive or negative impact on Netflix’s challenges. Provide a rationale.
In line with your argument, identify whom disruptive technology benefits and whom it adversely affects.
Develop two strategies for either surviving or taking advantage of disruptive technology.
Support your post with data and information from the Learning Resources and at least one peer-reviewed article or journal of your choice.
Be sure to support your work with a minimum of two specific citations from this week’s Learning Resources and one or more additional scholarly sources.
Refer to the Week 7 Discussion Rubric for specific grading elements and criteria. Your Instructor will use this rubric to assess your work.
Read a selection of your colleagues’ postings.
By Day 5
Respond to at least two of your colleagues’ postings by doing one of the following:
Refute the position of a colleague who took a position on disruptive technology similar to your own. Thus, you are taking the opposite position from your original post.
Refute or support your colleague’s analysis of the most important considerations for surviving or taking advantage of disruptive technology.
Please note that, for each response, you must include a minimum of one appropriately cited scholarly reference.
Return to this Discussion in a few days to read the responses to your initial posting. Note what insights you gained as a result of reading the comments your colleagues made.
