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Considering innovation was a precious currency during this period, technological shift Netflix experienced was monumental (Ashkenas, Ulrich, Jick, & Kerr, 2015). Hastings created a productthat required the customers to place orders via the website, priming their users to view the website as a major component of the Netflix account. This created an urgency, consequently achieving Kotter’s framework first step as he emphasized on making it opportunity. Use of technology not only led to greater user happiness but also enabled better service delivery (Clodi, & Schuttler, 2013). AnalysisWith the share price drop and the potential of Netflix disappearing, Hastings realized that to keepwhat one has worked for one needs to step up to the plate and revitalize the failing organization. It was not just Hastings that had to step up to the plate and assess what was the company was notdoing right which warranted a change for the better. Considering the changes he implemented, it is evident that Reed Hastings, Netflix CEO, was the right transformational leader to help in revolutionizing the film rental experience (Bremer, 2012).Centering the whole company on the sole goal of making the film experience much better than the regular film rental that everyone would want to do it, he was able to navigate Netflix through the 2011 organizational and cultural change, to a successful disruptive strategy. Hastings set a
NETFLIX INC. ORGANIZATIONAL CHANGE10greater customer experience as a benchmark by which the success of Netflix was to be measured,a move that enabled him to rapidly move and create a business plan that guaranteed success both with later marketers and early adopters (Clodi, & Schuttler, 2013).Hastings recruited individuals who shared his dreams of creating a customer-oriented company. He recruited individuals who had better comprehension of consumer behavior. While the changeshe implemented took off to a rocky start, Netflix has enjoyed long-term success, and thus, Hastings was able to achieve phase 4 of the persuasion campaign. The overall success Netflix is enjoying can be attributed to the changes Hasting’s implemented (Campbell, 2014).
NETFLIX INC. ORGANIZATIONAL CHANGE11IV.RecommendationsReinforcing the Firm’s VisionHaving a vision is paramount to change. When Hastings met with Antioco to offer a merge in forces, Antioco was apprehensive of Hastings’ vision. At the time, Antioco was the mogul of the video rental industry; his success clouded his vision. Antioco failed to acknowledge rapid changes in technology. If Group C were Blockbuster’s CEO and met with Hastings again, the group would have listened to the proposal. Perhaps, the meeting would reveal Blockbuster’s vision may need an overhaul (Campbell, 2014). The team would focus on an organizational diagnosis to determine if the mission and vision were relevant to the current and rapid changes intechnology. The executives of the company should spend time in developing a clear, strong