Chapter 13 Discussion
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Chapter 13 Discussion
Think of some transformational new businesses such as Starbucks, Blue Apron, or Amazon (please note that these are only examples--you may choose these or other businesses that you see as transformational). Please use a different business from those used for other discussion questions and cases. Answer the following questions:
How was each business different from what came before? What was similar to what came before? Scale them in terms of "newness" from truly transformational (5) to substantial (1). Explain your rationale.
Was there an innovator's advantage? Explain your answer. If there was an innovator's advantage, how long did it last? Where did the idea for the business come from? If you can't find this information, speculate. deter
Netflix
Netflix was founded in 1997and was a company that sold or rented movies by mail through a subscription service (Netflix, n.d.). Prior to the creation of Netflix, there were companies like Blockbuster
and Movie Gallery. These companies were brick and mortar stores that sold and rented movies to customers. The primary difference between Netflix and the companies that came before it was the delivery of the product to the customer. Blockbuster and Movie Gallery required the customer to go into
a store. Netflix had the same general idea, movie rental, but the customer could place their order online and it would be delivered using the mail. Similar to Blockbuster and Movie Gallery, if the movie was not returned on time, then a late fee was charged to the customer. The most transformational event of Netflix’s journey was their willingness to change their business to adapt to the customer. In 2007, the company launched streaming services (Netflix, n.d.). The company could now offer their product without the customer having to leave the comforts of their home. This was one of the first times customers could stream movie services from a company. This technology and concept was new for both customers and other companies. Netflix had an innovators advantage in the market. The company was willing to adapt to the customer’s needs and to change its method of delivery unlike its competitors, Blockbuster and Movie Gallery. This advantage over Blockbuster and Movie Gallery remains until this day. The other two companies have since ceased doing business. The idea for the business came from the founder, Reed Hastings, after being fined by Blockbuster for a late return of a copy of the movie Apollo 13 (Netflix, n.d.). Amazon
Amazon was founded in 1994 by Jeff Bezos as a place to buy and sell books. Initially, its primary competitors were companies like Barnes & Noble (History of Amazon, n.d.). Like other industries, Amazon was able to provide products to customers by allowing them to purchase books online and be delivered directly to their homes. The customer is no longer having to enter a store to purchase a book.
However, Amazon continued to provide the same general service, the only difference was the delivery method. In 1998, Amazon decided to expand its offerings to items beyond books (History of Amazon, n.d.). This allowed them to enter markets to compete with companies like Walmart. With this approach, Amazon became had an advantage. They began expand their business into other markets to accommodate the needs of their customers. This has put Amazon at the forefront of innovation, and they can serve and control the markets in this position. The company has been willing to expand its business into different types of markets and diversifying the products they offer. The customer can order home good items, toys, and office supplies all while streaming a movie or music from the same provider. Amazon has become a modern-day Walmart in what they can provide to their customers. Amazon’s business started in the garage of Jeff Bezos’s rental home (History of Amazon, n.d.). The initial strategy was to be a marketplace where books could be bought and sold. Apple
Apple Computer Company was founded in 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne. The company began by selling a circuit board version of a computer that did not include a keyboard, monitor, or case (History of Apple, n.d.). The company would later expand its offerings by selling desktop models. The company has since expanded into the market of multiple types of technological devices which include cell phones, iPods, iPads, ear bugs, and watches. Apple also has their own operating system and media, music, and movies, for their customers to access. Apple has had to compete with companies like Microsoft to maintain its place on top of the industry. Both companies have taken similar paths when entering a market, but it seems as though Apple has prevailed. I believe this is due to the overall brand and customer base but also the usability of their products. A customer can pick up a single Apple product and it has the same look and feel as the product before it. This has differentiate Apple from companies like Microsoft because individuals of an older generation purchasing the products are familiar with what they are buying. Apple has had and innovators advantage in the market. They have stayed on the forefront of new technology by never ceasing to change their product or enhance their technology. I do believe that this advantage has been more like a roller coaster. There have been times for Apple where they released a new phone or piece of technology that didn’t perform to its potential. However, the company has been willing to push forward and develop something different and better. The company began in the garage of Steve Jobs’ parents’ home. Apple had an early start but has grown into a billion-dollar company. The company has had to adapt to changes and be willing to meet customer needs by being constantly challenged for the next big item/product. Conclusion
Overall, I believe that Amazon has had the most transformational journey of the three companies. The company started selling books in a garage and now they are delivering packages to nearly every household in the United States. It is amazing how quickly the company grew, but also how agile they were to change track and shift to the needs of the customer.
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