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題名 破壞性創新的兩難：Netflix與Blockbuster個案研究
The Disruption Dilemma：Case Study of Netflix and Blockbuster作者 劉冠麟
Liu, Lawrence貢獻者 管康彥
劉冠麟
Liu, Lawrence關鍵詞 Netflix
Blockbuster
影音產業
商業模式
破壞性創新
Netflix
Blockbuster
Video industry
Business model
Disruptive innovation日期 2018 上傳時間 20-Jul-2018 18:47:11 (UTC+8) 摘要 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.參考文獻 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 Books1. 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 Periodicals1. 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. TechnologicalForecasting 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 Sources1. Blockbuster 10-K Form in http://getfilings.com/comp/k0001085734.htmland http://quicktake.morningstar.com/stocknet/secdocuments.aspx?symbol=bloka2. Kaufman, Stephen. & Shih, Willy. (2014）, Netflix in 2011, Harvard Business School Case Collection, 9-615-007.3. Netflix 10-K Form inhttps://ir.netflix.com/annual-reports 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
104363001資料來源 http://thesis.lib.nccu.edu.tw/record/#G0104363001 資料類型 thesis dc.contributor.advisor 管康彥 zh_TW dc.contributor.author (Authors) 劉冠麟 zh_TW dc.contributor.author (Authors) Liu, Lawrence en_US dc.creator (作者) 劉冠麟 zh_TW dc.creator (作者) Liu, Lawrence en_US dc.date (日期) 2018 en_US dc.date.accessioned 20-Jul-2018 18:47:11 (UTC+8) - dc.date.available 20-Jul-2018 18:47:11 (UTC+8) - dc.date.issued (上傳時間) 20-Jul-2018 18:47:11 (UTC+8) - dc.identifier (Other Identifiers) G0104363001 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/118796 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 104363001 zh_TW dc.description.abstract (摘要) 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。 zh_TW dc.description.abstract (摘要) 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. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的與問題 4第三節 研究方法 6第四節 研究流程與架構 14第二章 文獻探討 16第一節 創新 16第二節 破壞性創新 19第三章 個案介紹 24第一節 影音產業發展歷史 24第二節 Netflix與Blockbuster的競爭 28第四章 個案分析 38第一節 Blockbuster 與Netflix S曲線分析 38第二節 Netflix、Blockbuster商業模式分析 43第三節 Netflix、Blockbuster 個案綜合分析 54第四節 個案外部沿用性：破壞性創新的因應之道 65第五章 結論與建議 67第一節 研究結論 67第二節 管理意涵 70第三節 後續研究建議 72參考文獻 73 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0104363001 en_US dc.subject (關鍵詞) Netflix zh_TW dc.subject (關鍵詞) Blockbuster zh_TW dc.subject (關鍵詞) 影音產業 zh_TW dc.subject (關鍵詞) 商業模式 zh_TW dc.subject (關鍵詞) 破壞性創新 zh_TW dc.subject (關鍵詞) Netflix en_US dc.subject (關鍵詞) Blockbuster en_US dc.subject (關鍵詞) Video industry en_US dc.subject (關鍵詞) Business model en_US dc.subject (關鍵詞) Disruptive innovation en_US dc.title (題名) 破壞性創新的兩難：Netflix與Blockbuster個案研究 zh_TW dc.title (題名) The Disruption Dilemma：Case Study of Netflix and Blockbuster en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 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 Books1. 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 Periodicals1. 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. TechnologicalForecasting 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 Sources1. Blockbuster 10-K Form in http://getfilings.com/comp/k0001085734.htmland http://quicktake.morningstar.com/stocknet/secdocuments.aspx?symbol=bloka2. Kaufman, Stephen. & Shih, Willy. (2014）, Netflix in 2011, Harvard Business School Case Collection, 9-615-007.3. Netflix 10-K Form inhttps://ir.netflix.com/annual-reports zh_TW dc.identifier.doi (DOI) 10.6814/THE.NCCU.MBA.044.2018.F08 -
