In a 2010 article in the New York Times, Mark Levin wrote, “Sharing is clean, crisp, urbane, postmodern. Owning is dull, selfish, timid, backward."(The Economist, 2010) Netflix used this growing trend to build its business and it’s brand. Netflix first product was DVD copies that were shipped to the consumer’s home, and then returned when the consumer was finished with the DVD. Netflix realized that people would rather rent a movie, and watch it once for a lower price, rather than own that movie with the potential of watching it as many times as they wished. That product became directly competitive with traditional video rental stores, such as Blockbuster. As technology continued to grow and add convenience to people’s lives Netflix noticed this trend, and look to enhance and change its …show more content…
Netflix has hired popular production studios and directors to create shows specifically for Netflix. In a letter to Netflix stockholders in 2013, CEO David Wells said, “Because original series can be completely exclusive to Netflix (no [TV video-on-demand], no linear, no kiosks, no theaters) we believe they will be more effective in attracting and retaining members than equivalent content that is less exclusive to Netflix (Spangler, 2013).” This is the current phase that Netflix finds itself in. Other streaming services like Hulu and Amazon Prime have started to develop their own original programming. It is now up to Netflix, or another streaming service, to find the new product development strategy for the future.
In conclusion, Netflix has used many of the basic ideas presented in our literature for the sustainability of their new product development. Marshal and Johnston say that one of the main reasons why new products succeed or fail largely depends on, “the company making bad decisions by not identifying the value proposition, designing and building a product that fails to meet customer expectations, poor marketing communications, inadequate distribution of the product, or incorrectly pricing the product (Marshall & Johnston, 2011,