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| Title: | 破壞性創新的兩難：Netflix與Blockbuster個案研究
The Disruption Dilemma：Case Study of Netflix and Blockbuster |
| Authors: | 劉冠麟
Liu, Lawrence |
| Contributors: | 管康彥
劉冠麟
Liu, Lawrence |
| Keywords: | Netflix
Blockbuster
影音產業
商業模式
破壞性創新
Netflix
Blockbuster
Video industry
Business model
Disruptive innovation |
| Date: | 2018 |
| Issue Date: | 2018-07-20 18:47:11 (UTC+8) |
| Abstract: | 二十一世紀是科技加速的時代，科技創新的速度達到歷史上的新高點，而當科技出現重大變動時，市場領導企業很容易會被市場新進企業擊敗。本研究透過分析Netflix和Blockbuster這兩間企業，探討在二十一世紀科技加速世界中，破壞性創新對於市場領導者和市場新進者的影響。本研究透過四個研究問題以期達到研究目的，問題包括Netflix與Blockbuster的興衰過程、企業決策的關鍵點、Netflix有哪些關鍵的成功因素、市場領導者Blockbuster為何在競爭中被打敗、破壞性創新的因應之道等問題。
本研究利用Charles Handy的S型曲線來綜觀Netflix與Blockbuster企業發展，了解不同階段兩間企業的發展趨勢，並利用Osterwalder & Pigneur所提出的商業模式圖對兩間企業的商業模式進行分析以了解兩間企業的營運獲利模式，最終結合Christensen破壞性創新理論的概念，探討破壞性創新對於兩間企業造成的影響。
本研究探討的結果認為Netflix的成功關鍵在於不斷的創新，DVD的出現使公司成功破壞性創新，而後推出的線上影音串流服務更成功改變了影音產業的生態，之後更成功多角化從影音平台跨足影音內容製作推出自製影集。Netflix的連續創新，使得企業穩定成長並得以永續。Blockbuster的失敗則歸咎於無法適應科技造成的產業變化與一連串決策錯誤，公司守舊且難以創新加上Blockbuster企業高層缺乏遠見，種種原因導致Blockbuster被Netflix擊敗，最終走向破產。
21 century is the era of technology innovation. When disruptive technology significantly alters the way business or entire industry operates, market leaders are easily defeated by the startups. Through analyzing the case of Netflix and Blockbuster, our research tries to find out how does disruptive innovation influence market leaders and startups? The study aims to achieve research purposes through four questions. What is the history of Netflix and Blockbuster? What makes Netflix succeed? What makes Blockbuster fail? How to deal with disruptive innovation?
First, the study uses Charles Handy S-curve theory to go through the development of Netflix and Blockbuster in different stages. Second, the study uses Business Model Canvas created by Osterwalder & Pigneur to analyze the business model of Netflix and Blockbuster. Finally, the study combines the concepts from Christensen’s Disruptive Innovation theory to explain the case of Netflix and Blockbuster.
The result of the study shows that the key to Netflix’s success lies in continuous innovation. The invention of DVD and online video streaming technology enabled the company to go through disruptive innovation. Besides, Netflix starts to produce original content since 2012. Continuous innovations keep the company be prosperous and sustainable. On the other hand, the failure of Blockbuster attributes to inability to adapt disruptive technology and a series of decision-making mistakes. For various reasons, Blockbuster was defeated by Netflix and eventually went bankrupt. |
| Reference: | 中文書籍
1. Gina Keating (2016），NETFLIX：全球影音服務龍頭網飛大崛起，譚永樂譯，台北：商周
2. Gail DeGeorge (1996），Blockbuster 傳奇，李靜瑤譯，
台北：智庫文化
3. 鍾憲瑞（2012），商業模式：創新與管理，新北市：商周
4. Clayton Christensen（2000），創新的兩難，吳凱琳譯，
台北：商周
5. Joshua Gans（2017），破壞性創新的兩難，蕭美惠譯，
台北：商周
6. 陳威如 &余卓軒（2013），平台革命，台北：商周
7. Andrew McAFEE &Erik Brynjolfsson（2017），機器 平台 群眾，李芳齡譯，台北：天下文化
8. Thomas L. Friedman（2017），謝謝你遲到了，廖月娟 &李芳齡合譯，台北：天下文化
中文期刊
1. Christensen, Clayton. Johnson, Mark. &Kagermann, Henning. (2008,12），商業模式再創新，哈佛商業評論全球繁體中文破壞式創新專刊數位版
2. Christensen,Clayton. &Michael Overdorf. (2010,07），顛覆危機，哈佛商業評論全球繁體中文數位版
3. 史欽泰（2016,06），當破壞式創新者成功之後，哈佛商業評論全球繁體中文精讀克里斯汀生專刊數位板
4. Bower, Joseph. &Christensen,Clayton. (2016,06），掌握破壞式技術浪潮，哈佛商業評論全球繁體中文精讀克里斯汀生專刊數位板
5. Antioco, John. 2011, 04）, 股東毀了百視達, 哈佛商業評論全球繁體中文數位板
English Books
1. Abernathy, William. (1978）, The Productivity Dilema, USA, Johns Hopkins Press.
2. Barker, Cory. (2017）, The Age of Netflix, USA, McFarland &Company Inc.
3. Betz, Frederick. (1998）, Managing Technological Innovation, USA, Wiley.
4. Buliga, Oana. Michl, Kathrin. &Voigt, KaiIngo. (2016）, Business Model Pioneers: How Innovators Successfully Implement New Business Models, Germany, Springer.
5. Enos, John. (1962）, Invention and Innovation in the Petroleum Refining Industry, USA, MIT Press.
6. Freeman, Chris. & Soete, Luc. (1982）, The Economics of Industrial Innovation, USA, MIT Press.
7. Handy, Charles. (1994）, The Age of Paradox, USA, Harvard Business Review Press.
8. Handy, Charles. (2016）, The Second Curve: Thoughts on Reinventing Society, UK, Random House.
9. Rostow, Walt. (1960）, The Stages of Ecomomic Growth: A Non-Communist Manifesto, UK, Cambridge University Press.
10. Schumpeter, Joseph. (1934）, The Theory of Economic Development, USA, Harvard Press.
English Periodicals
1. Assink, Marnix. (2006）, Inhibitors of disruptive innovation capability: a conceptual model. European Journal of Innovation Management, Vol.9, No.2, 215-233.
2. Amit, Raphael. &Zott, Christoph. (2001）, Value creation in e-business, Strategic Management Journal, Vol.22, 493-520.
3. Amit, Raphael. Massa, Lorenzo. & Zott, Christoph. (2011）, The Business Model: Recent Developments and Future Research, Journal of Management, Vol.37, No.4,
1019-1042.
4. Bower, Joseph. &Gilbert, Clark. (2002）, Disruptive change. When trying harder is part of the problem, Harvard Business Review, Vol.80, No.5, 94.
5. Christensen Clayton. (1993）, The rigid disk drive industry: A history of commercial and technological turbulence, The Business History Review, Vol.67, No.4,
531-588.
6. Christensen, Clayton. & Michael Overdorf (2000）, Meeting the challenge of disruptive change, Harvard Business Review, Vol.78, No.2, 66-77.
7. Danneels, Erwin. (2002）, The dynamics of product innovation and firm competences, Strategic Management Journal, Vol.23, No.12, 1095-1121.
8. Danneels, Erwin. (2004）, Disruptive technology reconsidered: A critique and research agenda, Journal of Product Innovation Management, Vol.21, No.4, 246-258.
9. Droege, Scott. & Johnson, Nancy. (2010）, Limitations of low-end disruptive innovation strategies, The International Journal of Human Resource Management, Vol.21, No.2, 242-259.
10. Gilbert, Clark. (2003）, The disruption opportunity, MIT Sloan Management Review, Vol.44, No.4, 27-33.
11. Govindarajan, Vijay. & Kopalle, Praveen. (2006）, Disruptiveness of innovations: measurement and an assessment of reliability and validity. Strategic Management Journal, Vol.27, No.2, 189-199.
12. Henderson, Rebecca. (2006）, The innovator`s dilemma as a problem of organizational competence, Journal of Product Innovation Management, Vol.23, No.1, 5-11.
13. Lettice, Fiona. & Thomond, Peter. (2008）, Allocating resources to disruptive innovation projects: challenging mental models and overcoming management resistance, International Journal of Technology Management, Vol.44, No.1, 140-159.
14. Lindsay, Jeff. & Hopkins, Mike. (2010）, FROM EXPERIENCE: Disruptive Innovation and the Need for Disruptive Intellectual Asset Strategy, Journal of Product Innovation Management, Vol.27, No.2, 283-290.
15. Linton, Jonathan. (2009）, De-babelizing the language of innovation, Technovation, Vol. 29, No.11, 729-737.
16. Marquis, Donald. (1969）, The Anatomy of Successful Innovations, Innovation, Vol.1, 28-37.
17. Puumalainen, Kaisu. & Sainio, Liisa-Maija. (2007）, Evaluating technology disruptiveness in a strategic corporate context: a case study. Technological
Forecasting and Social Change, Vol.74, No.8, 1315-1333.
18. Rafii, Farshad. & Kampas, Paul. (2002）, How to identify your enemies before they destroy you. Harvard Business Review, Vol.80, No.11, 115.
19. Tellis, Gerard. (2006）, Disruptive Technology or Visionary Leadership? Journal of Product Innovation Management, Vol.23, No.1, 34-38.
20. Webster, Frederick. (1992）, The Changing Role of Marketing in the Corporation, Journal of Marketing, Vol.56, No.4, 1-17.
21. Yu, Dan. & Hang, Chang Chieh. (2010）, A Reflective Review of Disruptive Innovation Theory, International Journal of Management Reviews, Vol.12, No.4, 435-452.
Other Sources
1. Blockbuster 10-K Form in http://getfilings.com/comp/k0001085734.html
and http://quicktake.morningstar.com/stocknet/secdocuments.aspx?symbol=bloka
2. Kaufman, Stephen. & Shih, Willy. (2014）, Netflix in 2011, Harvard Business School Case Collection, 9-615-007.
3. Netflix 10-K Form in
https://ir.netflix.com/annual-reports |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
104363001 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0104363001 |
| Data Type: | thesis |
| DOI: | 10.6814/THE.NCCU.MBA.044.2018.F08 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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