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Strategic Innovation Case 1

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Submitted By jackghiro
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1) Would you have been long or short Blockbuster stock at the time of the case (i.e., late 1990s)? How about Netflix? Why?
Before we could answer the first question, status quo of video rental industry (hereinafter referred to as VRI) in late 90s, has to be introduced. In those days, Blockbuster was dominant company in VRI and video games industry, almost on the top of its glory with $ 4,4b total revenues in 1999 and little less than 40% of market share. They operated over 7,000 stores in the US, more than 2,000 stores in another 28 countries. Customers could choose from 2500 movie titles in every Blockbuster branch. Fee for renting the movie was from $ 3 to $ 4. (Shih, Kaufman, & Spinola, 2009; Blockbusters, 1999).
On the other hand, in late 90s Netflix was relatively newly established private company. At the end of 1999, they had over one hundred thousand subscribers. Netflix provided only DVD video rental services, based on online ordering (through Netflix web page) by customers and subsequent mail delivery DVDs by the US postal service. Their total revenue was $ 6,6m. Netflix had only one distribution centrum based in Sunnyvale, California. Every DVD in the US was distributed from this place. Netflix new business model (announced at the beginning 2000) was (in 2013 still is) based on monthly subscription. Every customer could borrow 3 DVDs at the same time and they could pick whatever they like.
Given that historical background, it is reasonable preferred long-term stock position for both companies.
Blockbuster was steadily growing three years in row. They managed to open new profitable branches in US and other countries. Another important fact in this way was that Blockbuster management regularly paid out dividends. All of these points combined drives our decision to invest in long-term stock position.
Netflix in late 1990s was still quite new company

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