Netflix and iTunes case study research on blue ocean strategy
Bernat, Justyna (2018)
Centria-ammattikorkeakoulu
2018
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018092015281
https://urn.fi/URN:NBN:fi:amk-2018092015281
Tiivistelmä
The objective of the thesis was to present different schools of strategy and the blue ocean strategy in particular.
Two main questions of the research where the importance of creative thinking while developing a strategy and how a strategy influences the structure of a firm.
The topic of this research is important because it provides an alternative for the most common view of a strategy as positioning and therefore choosing between differentiation and low cost focus.
A method which was used is a case study approach where two companies, Netflix and iTunes were analyzed.
The key results were, inter alia, that value innovation can be a reason of a success of a company, pro-vided that a firm is able to keep the competitive advantage by constant development.
Two main questions of the research where the importance of creative thinking while developing a strategy and how a strategy influences the structure of a firm.
The topic of this research is important because it provides an alternative for the most common view of a strategy as positioning and therefore choosing between differentiation and low cost focus.
A method which was used is a case study approach where two companies, Netflix and iTunes were analyzed.
The key results were, inter alia, that value innovation can be a reason of a success of a company, pro-vided that a firm is able to keep the competitive advantage by constant development.