Leading change through creative destruction: how Netflix's self-destruction strategy created its own market
by Lindy Ryan
International Journal of Business Innovation and Research (IJBIR), Vol. 7, No. 4, 2013

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.

Online publication date: Fri, 27-Dec-2013

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