Innovation in Organizations: Design Thinking and Prototyping for Energy Efficiency in Netflix

Running head: INNOVATION IN ORGANIZATIONS
INNOVATION IN ORGANIZATIONS
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INNOVATION IN ORGANIZATIONS1
Executive summary
The research aims at identifying the different aspects of an innovation that might be undertaken
by Netflix with the aim of misnaming the rate of energy consumption while streaming videos
online. The design thinking process and the different management operations that might be
considered by the organization is being enumerated in the research. The research also delineated
the manner in which the organization might facilitate the prototyping and testing methods with
the aim of continuing with the efficiency of the innovative process. Therefore, the major purpose
of commencing the research is to outline the probable causes and the steps that might be
undertaken by the organization for enhancing the innovative practice.

INNOVATION IN ORGANIZATIONS2
Table of Contents
Introduction......................................................................................................................................3
Design thinking and the innovation.................................................................................................5
Fast integration................................................................................................................................7
Prototyping and testing capabilities.................................................................................................8
Cross functional management..........................................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

INNOVATION IN ORGANIZATIONS3
Introduction
Innovation in NETFLIX
The continuous innovation of in Netflix is observed since its inception in the year 1997.
The different processes that are undertaken by the organization from supplying DVDs at home to
the development of an online platform for streaming videos and movies assisted the venture in
developing the potentials of attracting the attention of the potentials customers. On the other
hand, the personalization of the different offerings has helped the organization in attracting the
attention 0of the trusted and loyal customers towards the product offerings. Initially, the
organization adhered to a rental model of providing entertainment to the different customers. It
has assisted the venture in improving the capabilities of the same in reading the interests of the
viewers.
The utilization of the rental model is known as the Netflix Originals. The rental model is
complimented by a subscriber model which required the customers of the concerned organization
to subscribe to the different channels that are being provided by the organization. The
subscriptions assisted the venture in gathering revenue for directing different operations and
future developments (Rayna & Striukova, 2016). The model is noted as the Netflix Subscriber
model. The development of the concerned organization is again based on the development of the
Netflix Queue which assist the audience in populating and curating a list of movies and shows in
adherence to the interests of the same. The process has helped the organization in relieving the
audience of the stress for choosing what to watch through providing the same with a
recommended list (George & Lin, 2017). The development of the innovations assisted the
venture in developing the capabilities of the same while operating in a highly competitive market
structure.