 Leading change through creative destruction: how Netflix's self-destruction strategy created its own marketLindy Ryan International Journal of Business Innovation and Research, 2013, vol. 7, issue 4, 429-445 Abstract: By continuing to build the Netflix brand as a cutting-edge pioneer with a culture of innovation, Netflix has conquered the video rental-by-mail market under the transformational, charismatic leadership of CEO Reed Hastings. This paper offers the perspective that Netflix has survived a planned process of creatively designed destruction to renew its long-term strategy as it leads the video rental industry into the emerging world of on-demand streaming content. Drawing on the construct of ethical anarchy by Hurst (2002, 2012), as well as contributions from Morgan (2006, 2011), Jaworski (2011), and Argyris (2002), this research builds upon the concept of organisational renewal and sustainability through crisis and change, and argues that Netflix's actions have been strategic and purposeful, leveraging innovation and customer loyalty. Keywords: creative destruction; transformational leadership; crisis; ethical anarchy; sustainability; organisational renewal; innovation; research; change leadership; double-loop learning; implicate order; organisational images; organisational change; Netflix; self-destruction strategy; video rental; on-demand streaming content; customer loyalty. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbire:v:7:y:2013:i:4:p:429-445 Access Statistics for this article More articles in International Journal of Business Innovation and Research from Inderscience Enterprises Ltd |
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