Management of Change: A Case Study of Netflix

Management of Change: A
Case Study of Netflix
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Relationship between
the Start-Up and
Stakeholders
For any start-up, there can be a number of key
stakeholders who hold a say in the direction of
the business.
They may include business investors, customers,
managers, business partners, etc.
It is essential that the start-up determines its key
stakeholder(s) and on that basis create appropriate
relationships with them as they influence the way
a business operates. For example, investors may
demand the business be run in a certain way or
customers may want a certain product
Satisfying the demand of key stakeholders is the
foundation upon which a company could develop
its organizational capital (Miles & Van Clieaf,
2017).

Customers as Key
Stakeholders: The
Netflix Model
 Ever since its founding in
1997 as a DVD rental-by-
mal service, Netflix has
considered its customers as
its key stakeholders.
 The focus upon fulfilling
customer demand has made
it to attain a strong brand
identity and a high impact
on industry (Mann, 2016).
 Such a model has led to
Netflix be ahead of any of
its competitors.