Programme MSc Management

Module name Management Essentials

Schedule Term

Student Reference Number (SRN)

A Critical Evaluation of Current Management Practice

at Netflix
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Management Essentials
CONTENTS
INTRODUCTION......................................................................................................................1
TASK – 1 (MANAGEMENT PRACTICE AT NETFLIX)......................................................1
Netflix’s Mission....................................................................................................................1
Netflix’s Vision......................................................................................................................2
Netflix’s values and preferred style of management practice................................................2
Assessing the extent to which these elements are united.......................................................3
TASK – 2 (KEY BUSINESS CHALLENGE FOR NETFLIX)................................................4
Business challenges being faced by Netflix...........................................................................4
How management competencies such as creativity and decision making enables the
managers of Netflix to deal with the business challenges......................................................5
TASK – 3 (POTENTIAL IMPACT OF NETFLIX MANAGERS’ EMOTIONAL
INTELLIGENCE ON EMPLOYEE ENGAGEMENT AND ORGANISATIONAL
PERFORMANCE).....................................................................................................................6
TASK – 4 (ALIGNMENT OF NETFLIX VALUES AND MANAGEMENT PRACTICE). . .8
Reviewing Netflix’s ‘Real Values” and critically assessing the degree to which they mirror
management competencies.....................................................................................................8
CONCLUSION........................................................................................................................12
REFERENCES.........................................................................................................................13
 TABLE OF FIGURES

Figure 1: Mission & Vision of Netflix.......................................................................................2

Figure 2: Netflix's Values...........................................................................................................2
INTRODUCTION
Speaking in context of good management, it encompasses different kinds of concepts
as the innovation and varied approaches of execution for the work by the managers for
improving the working system of the firm effectually. Some of the examples of effective
management practice involves offering training to the workers, improving the quality of the
work, engagement and empowerment of the employees and adoption of new technologies at
the workplace. In each and every firm, the anticipated production activities outcomes are
being done through realization of the management practice nature decisions which are
completely varied as compared to the production in the organizational undertaking. Thus, it
can be said that there is a good as well as bad management practice and the tendency of
producing an outcome it majorly relied on the nature of the management (Kipley and Jewe,
2020).
Based on this, the main aim of the current research report is to critically evaluate the
current management practice at Netflix which is one of the most famous and giant video
streaming service providers. The company was founded in the year 1997 and offers online
streaming from a library of movies as well as television series and also possess an in-house
production. It will also identify whether the employee culture, values along with preferred
style of management practice at Netflix is likely to attract as well as retain the top global
talent for enduring success as the largest entertainment company of the world. Further, it will
also reflect the challenges being faced by the company and will also analyse the probable
influence of emotional intelligence of the managers in promotion of higher degree of
employee engagement as well as organizational performance. The final section of the report
will throw some light on the real values of Netflix and will review the extent to which they
reflect the management competencies.

TASK – 1 (MANAGEMENT PRACTICE AT NETFLIX)

Netflix’s Mission
The existence of the company pertains to the steady enhancement of the streaming
technology and the comprehension of fulfilling the needs of the clients. Netflix became the
giant in the video streaming services with its mission “To entertain the world”. the nature of
the firm is offering on-demand movie streaming services and based on this the mission of the
company is established. The mission of Netflix is more like the vision which focusses on
operations in the entertainment industry (Netflix, 2020).

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Netflix’s Vision
The corporate vision of the company is “To endure to being the top companies of the
internet entertaining age”. Considering the vision statement which is being united with the
mission statement reflects the strategic goal of the firm of being top leader of the competition
in the video streaming industry. The following main points are being included in the vision
statement of Netflix that is entertainment, internet, superior video quality, reasonable
subscriptions and continuing the leadership position.

Figure 1: Mission & Vision of Netflix

(Rivera, 2019).

Netflix’s values and preferred style of management practice

Netflix’s has a unique culture of all the technology workers. The philosophy of the
company emphasizes on harnessing transparency, inspiration as well as excellent
performance.

Figure 2: Netflix's Values

(Netflix’s Unique Culture, 2021).

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 The track record of success of the firm was mainly due to different values of their
culture that is courage, curiosity, communication, inclusion, integrity, selflessness,
judgement, impact, innovation and passion. It can be further stated that the firm has utilized
different types of business values for generating its operations of the business both at the
domestic as well as global level. Focusing on the preferred style of management practice at
Netflix, it is majorly people-centred emphasizing on retaining talent and rewarding people
while allowing them to leave. The company follows the “No vacation policy” as a manner of
empowering their employees and giving them freedom to take vacation at anytime as long as
they are an outperformer (Putter, 2018). Further, the policy trust employees to make their
own decision about when and how to take leaves. This has helped in empowering the people
working in the company. In addition to this, Reed Hastings also takes into account Laissez-
free management style wherein he allows his team members and workers to direct their own
decision making and show trust and confidence on them and their judgement.
Because of the style of management, the employees at Netflix enjoys the freedom to
undertake quick decision, innovate and enhance their own judgement level which in turn
supports in their personal as well as professional development. Further, the roles being
provided to the workers are according to their suitability. The management practice of Netflix
is also being featured through honesty as well as trust. Each and all workers are being
anticipated of delivering extra-ordinary results. Nevertheless, there is a serious responsibility
along with liability that comes with freedom. The style of management practice changes with
the external and internal environmental factors. All workers within the company strive for
performing better as they the burden of providing their worth lies on them (Alegre and et.al.,
2018). The company does not follow workers instead the workers are required to prove their
abilities.

Assessing the extent to which these elements are united

For the purpose of deciding in regards with the better performer in the industry,
values, management practice, mission and vision matter a lot. Talking in the context of
Netflix, they have well aligned with all these parameters for standing out in the market in
contradiction to their competitors. As per the studies being conducted in the year 2020, the
firm has added around 26 million new users. Since, the whole world was being hit by the
covid19 pandemic, people stayed home for safety and precaution reason and this has given an
added advantage to Netflix to have more consumers in their database. The mission, values,
vision and management style at the company align in following manners: The mission

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includes the clients, investors and the workers which takes the firm on the path of success,
growth and excellence (Kumar, Gupta and Dixit, 2020). The core values align with the
management style of the company by shaping the conduct and attention of the workers. For
example, for motivating, encouraging and upholding the sincerity among the employees for
their work, the core values such as judgement, inclusion, passion, innovation and curiosity is
being used by the leaders in their management style. in addition to this, the firm also believes
to be emphasized on their employees and makes use of enhancement instead of just focusing
only on their profit margins and production level. This in turn supports the company in
maintaining suitable ethics as well as discipline. This also helps in augmenting the overall
retention rate of Netflix (Lee and Jeong, 2020).

TASK – 2 (KEY BUSINESS CHALLENGE FOR NETFLIX)

Business challenges being faced by Netflix
Netflix operates and functions in a highly competitive business environment and thus,
there is very little or no room for the options of differentiation where players can offer same
kind of services. There are different well-established businesses which have their eyes on the
video streaming services industry as the attraction. The online video streaming industry
involved different service providers and are targeting a particular audience. For attaining
more and more consumers, Netflix is striving quite hard and conducting strategic planning for
overcoming different challenges of the market and beating their rivalries. There are different
challenges being faced by the company and some of the important among them are being
discussed below:
 High cost of content – Cost of regarded as the key challenge that the company faces in
the market since they have to pay large amount to have quality content for the online
video streaming platform. This is due to the fact that the film producers charge a huge
amount due to quality and demand of the content (Kim, 2018). For remaining
competitive in the market, there is a requirement of readiness for spending huge
money on content which in turn augments the cost related to subscriptions on the
platform. Some of the rivals of Netflix such as HBO, Disney and Warner Bros are
seasoned production houses and thus, they can sell their content exclusively. Netflix
struggles for getting the content on its platform from the suppliers.
 Uniqueness in the content – One more business challenge being faced by the company
is the battle amid the online video streaming giants, sheathing uniqueness in the
content. The result of this is similar kind of content on Netflix and other companies.

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 The key products of the company are Tv programs and movies being provided as
services in the video streaming industry. It necessitates a toll of genius as well as
innovative capabilities for a firm to outshine the others firms in the market. fir
offering diversified and superior quality content, Netflix defines the strategy detailing
the uniqueness of their employees and the general business culture and values (The
television will be revolutionised, 2018).
 High level of competition – One of the serious business challenges being faced by
Netflix is competing with other streaming companies in the market for upholding its
customers by offering them quality content. The company is also competing with the
film industry however are popular films in the streaming industry. The competitors of
the company encompass Paramount, Warner Bros media, Disney, HBO and Amazon
Prime among others. All these services providers are also offering similar services as
Netflix offers and this posses a great threat to the market leadership of the firm.
Varied firms in the market are offering online video streaming services and their
varied strategies and missions are setting them apart from each other. Netflix has been
enhancing their services by including technologies and latest algorithms.

How management competencies such as creativity and decision making enables the managers
of Netflix to deal with the business challenges
The management practices at Netflix can be briefed as firstly “Managing themselves-
creativity” which offers the workers a chance to bring out their creativity and innovation into
their work and secondly, “Managing themselves-decision-making” which helps in
encouragement of effective decision-making process without any strict supervision or no
constant direction. This results in delegating responsibility along with liability on the burden
of the employees (Lobato, 2019). In each and every organization, creativity is being referred
as the recipe for advancement and this gives introduction to uniqueness and superior quality
processes and activities than competitors. As far as Netflix is concerned, company hires only
top talent and retain top talent and thus, creativity and innovativeness assurance are sure.
These top talented employees work on the best algorithms as well as technologies for offering
outstanding content qualities over the online streaming platform.
Additionally, the company also improves and upgrades their technologies, software
and programmes from time to time for driving innovation. In the present time, people
elaborate the new content with increased visits, quality and subscriptions. In the firm, the
progress of the team is being monitored through creativity and innovative talent can gauge

5
the influence of their work on mission, goals and vision of the firm. The fact of giving right
to the employees to face challenges by themselves, sets Netflix apart from others and offers a
flawless operation for both management and the firm (Marple, 2017).
Moving further, the work focused workers in the firm gives confidence of positivity
for undertaking as well as finishing the allotted task, demonstrating the capability to the best
is one more key example of the workers possessing the self-management skill at Netflix. All
the workers held themselves responsible and accountable for their activities. Furthermore, all
the managers including workers are also answerable for explaining resourcefulness failure to
which they can also loose their jobs. This signifies that workers are required to be more
cautious at the time of handling their work accountabilities for meeting the deadlines and
attaining the company’s targets. Working in the no rules environment at Netflix allows the
workers to take their own decision and judgement and more likely chances to commit
mistakes. Managers at Netflix are virtuously emphasized on working in regards with the
management as well as support of their teams for offering the solution for the challenges
being faced by the firm (Mier and Kohli, 2021). Instead of picking up every single worker for
their mistakes and resolving their maters, self-management saves a lot of time and also results
in enhancement in the abilities of the employees for making sound decision for the firm.

TASK – 3 (POTENTIAL IMPACT OF NETFLIX MANAGERS’

EMOTIONAL INTELLIGENCE ON EMPLOYEE ENGAGEMENT AND
ORGANISATIONAL PERFORMANCE)
Articulating in relation with the CEO of Netflix “Reed Hastings”, he is more worried
about the quality of the employees. the culture of the company is quite varied and diverse as
compared to others companies operating in the video streaming industry. He does not believe
in offering close supervision to the workers by the managers. as a matter of reality, mistakes,
faults and underperformance of the employees would not be entertained in Netflix. In
addition to this, the CEO of the company is heartlessly honest and never feel any hesitation in
telling the workers about their mistakes. When it is about dismissal, he never thinks twice and
get the employees replaced with hiring another talented individual from the market. Perhaps,
he is a strong emotionally intelligent individual (Xu, 2021). The abilities, decision making
process and judgement of Reed is not relied on favouritism and sympathy rather his decisions
are solely driven by the employee’s performance in terms of allotted tasks and anticipated
outcomes.

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 The emotional intelligence of the managers of Netflix have potentially impacted the
engagement of the employees and performance of the organization both in a positive as well
as negative manner. Taking into account the positive aspect of the influence first, the honesty
of the managers of the firm has allowed the workers to function with open and clear mind
along with the expectation of yielding best result. It has allowed the workers to remain honest
in case of any discrepancies happens to take place in the work being performed at any point
of time within the organization. comprehension of built in the workers concoct them for the
feedback assuredly from the managers on the basis of the activities they have performed for
the work to be done. It is also quite interesting to know that the managers at Netflix are not
allowed to make decisions on the basis of the emotion of their workers. Moreover, it is also
required to be done officially and practically (Fischler-Strasak, 2018). This in turn
encourages workers to engage completely in their role at Netflix without losing focus from
work.
In addition to this, the emotional intelligence of the managers of the company have
also impacted the workers for setting up their comprehension of the organization’s culture.
From the interview being conducted by NPR of Reed Hastings, it has been evident that the
CEO himself has confirmed that his orthodox management style classification is liable for the
quick advancement as well as market leadership. In addition to this, the emotional
intelligence of the manager has also given the workers determination to work and the main
reason behind this is that there is no room for ineffectiveness in the firm. In an organization,
there is set process for discussing the employees and their underperformance in person and
giving them warning for not carrying out the work appropriately according to what has been
expected by them (Radošinská, 2017). They are also sent for further training for getting them
back on the track for performing well. However, in case of Netflix this procedure is not
considered by the managers at all. Employees who are not performing well are laid off
immediately and the managers initiate finding out their replacement from the market.
The managers also try to employ outstanding performed players from the industry and
stands the firm apart from other companies operating in the video streaming industry. When
it is about performance level, Netflix excels for the excellence. There is only single way of
surviving at Netflix and that is to perform excellently as there is no room for mistakes and
negotiation for the workers. At the company, adequate is not just enough and the emotional
intelligence of the managers makes sure the attainment of this standard. Increment in the
performance of the organization along with the engagement of the workers are the outcomes
of the performance traits.

7
 Although the emotional intelligence positively influences the firm, however there is a
negative aspect of this on the Netflix as well. further, this negative impact also gives a toll of
cost for the firm for fixing it. Taking into account the negative aspect of emotional
intelligence of the managers, it might result in the intimidation of the workers who carry out
their duties and job roles in an environment of sympathetic as well as empathy. As it is quite
evident that all human being are social animals and are naturally social (González, Membiela-
Pollán and Cuns, 2020). Discussion of the challenges and problems for the sake of
comprehension and searching out the solution for the issue is a human tendency at the
workplace and in different socio-economic situation. At Netflix, each and every employee
performs their duties under pressure for delivering best results despite of having no rules.
Additionally, the emotional intelligence of the managers at the firm also discourages the
under-talented employees from becoming a part of big firm like Netflix as there is no room
for underperformance. In addition to this, the management style of the CEO of the company
is threatening which keeps the workers fearful of what if they will not perform work
exceptionally. Employees are not satisfied as they remain in stress for meeting their goals of
incomparable work performance (Todorova, 2020). Nevertheless, the managers do not have
any plans for altering the process of recruitment. Reed desire to work with his workers in
such a fearful environment for getting extraordinary work for the firm and is also looking
forward to hire top talents from the markets who have willingness to work under the culture
and values of Netflix and can manage the emotional intelligence of the managers.

TASK – 4 (ALIGNMENT OF NETFLIX VALUES AND MANAGEMENT

PRACTICE)
Reviewing Netflix’s ‘Real Values” and critically assessing the degree to which they mirror
management competencies
As discussed in the above section, the real or core values of Netflix includes different
aspects such as impact, judgement, curiosity, passion, integrity, communication, inclusion,
selflessness and innovation. For facing the competitive market boldly, courage being the real
of value adds up the value for the Netflix. Courage is being referred as good as the motivation
to the workers of the organization in order to be confident and prepared for undertaking any
sort of tasks of making the firm a better place. they also help in attaining the career objective
of the company. Moving towards passion, it is also an important critical value that is essential
for each and every undertaking by a firm or a company (Neck, Houghton and Murray, 2016).
Passion helps in giving strength to the workers in the company. Other than this, this is the

8
real value which significantly defines the enthusiasm at Netflix along with the growth that the
firm experiences. Moving further, the management is quite passionate in relation with the
attainment of the mission as well as objectives of the company. Further, employees are also
motivated with their passion for what they perform within the firm. The work being
performed by the workers can be viewed in each and every facet of the operations of the
Netflix. For illustration, the consistency being offered to the client is an exceptional service
which they are getting from the video streaming media. This simply explains the passionate
working of the workers towards satisfying the needs of the customers along with the
company. This also details the rate at which the Netflix is making improvement in their
streaming services with the upgraded technologies present in the market for keeping things
united with the fast technological altering environment (McCord, 2019).
Underpinning the discussion further, the company has always adopted a customer-
centric approach which has allowed the workers to have selflessness value. Further, the style
of management within the workplace is people-oriented and this has offered a conducive
working environment to the workers where they work passionately with creativity and
innovativeness. In different organizations, it can be seen that the consideration of the
customers and workforce behind the results of the company are allured towards the gain of
the firm and shareholder rewards. However, this is not the case in the Netflix. They always
put their customers first and this is their top priority. Other than this, the company also strives
for delivering superior services to their valuable clients. All this has helped the company in
reserving the top position in the video streaming market with its abundant loyalty from the
customers. innovation along with the impact real values of Netflix has been proved quite
effective for meeting the requirements of the customers, remaining relevant in the market
with ever-changing environment and development of technology in every single day (Barclay
and Kang, 2019).
Furthermore, in the ever-altering streamlining technologies defining the video
streaming market, the Netflix has been enjoying the largest share in the market with the help
of incorporation of latest technologies and effective business strategy. Additionally, the
inventing innovations for the company is offering an overview of what is being demanded by
the customers in the market and the manner in which the client is expecting the services to be
provided. All these measuring actions are giving a clear and concise image for the company
in regards with where they are required to focus on and where to improve or polish their
services more for the purpose of having enhanced business. Other than this, for the purpose
of boosting the overall motivation along with enhancement of the production level, the values

9
being added by the firm is communication as well as inclusion. Market tools such as
inclusion and communication are being regarded as one of the crucial tools for formation of
association amid the firm and its clients (Pittinsky, 2020). Moreover, diversity of the
workforce is being depicted by the value of inclusion revelation of the firm. For example, the
company has a dedicated director of inclusion recruiting. He guides and gives direction in
regards with inclusion programs for recruiting comprising inclusion training. These hiring
practices are being done for augmenting employee diversity at Netflix.
In addition to this, inclusive services are being depicted by varied tastes as well as
preferences of the clients. For illustration, customers have different preferences and they
come from all walks of age i.e., young, old, adults and others. They all likes to watch
different videos, movies and other stuff on this platform. the company tries to offer them
content as per their requirement and needs. Further, talking in regards with effective
communication, it is being defined as one of the most crucial sub-sections of the firm for
undertaking its functions flawlessly. Besides, boosting the values through generating a
comprehension amid the managers along with the workers supports in enhancing a healthy as
well as sound association amid the firm and its clients.
The company upheld different values on their long list and integrity along with
curiosity are also a part of it. Continuing research conduct in regards with the best product
that can be provided in the market by the firm comes form the values of curiosity (Canedo
and et.al., 2017). Further, tyring updated technologies over the platform and going for the top
talent in the market are also another development. Integrity is signified has emphasizing on
honest as well as moral values for the business. this value supports in building up a great
reputation for the firm. Moving further it is also important to critically assess the extent to
which all these real values being defined above reflects the following management
competencies:
 Managing yourself – Resilience: Resilience along with self-management are the
values of the culture of Netflix. For example, the liberty and autonomy being enjoyed
by the workers in the firm through managing their accountability and being held liable
for the work is attributable to innovation in the firm. Further, the company also
employs top talent for securing extra-ordinary outcomes from them and this is the
pure reflection of the efficiency of resilience and self-management. Workers have the
chance to shine in the firm through carrying out their work effectively and becoming a
sub-section of the glory of being in the leading video streaming firm. Even, the
workers are working in the free environment without any direction, their level of
10
 performance is quite phenomenal (Gaines, Kanbergs and Sowards, 2017). This clearly
depicts the integrity and self-competence for the work dedication in the organization.
 Managing Relationships – Stakeholders: Stakeholders management and Netflix
relationships are referable to the success and this has been attained by the firm over
the years. Other than this, the inclusion value of the firm is a depiction which reflects
multi-cultural, multiple-race diversity within the firm. Other than the inclusion within
the workers, values can also be viewed within the products being provided by the
firm. They offer programs and movies for the people from all walks of age, whether it
is young, old or adults people love to watch movies and other stuff on this platform as
variety of options are being provided by the firm which are according to their likings
and preferences. Furthermore, one of the most crucial elements of stakeholder
management which accomplishes the expectations of its clients is through adding
values that demonstrates innovation (D’Urso, 2018). Netflix is focussed, try out new
ideas and offers a conducive environment for thinking and these are the main
requirements in the innovation.
 Managing Relationships – Conflict and Negotiation: In the organization there is a
culture of truthfulness as well as superior performance and anything which is quite
lesser than this is not going to be accepted within the firm. Managing the conflicts
confidently along with bearing the abilities of the manager adds up the value to the
firm. Further, the association management ability in regards with the conflicts and
negotiations depicts the value of courage of Netflix. In each and every firm, for the
purpose of settling and resolving a conflict, courage is the main requirement because
of the fact that they have to deal with workers, suppliers, regulations of the
government of various nations and competitors. Providentially, the company thrives
and flourishes in these negotiations as it possesses the values such as courage as well
as effective communication.
 Managing Teams – Teamwork: In each and every organization one of the most crucial
capabilities is team working. Netflix believes in the culture of working
collaboratively. Each and every individual within the firm works for a shared
objective and this gives more strength to the firm (Agnihotri and Bhattacharya, 2021).
The growth and prosperity being attained by the company from the past so many
years is the outcome of the outstanding team management and team working.
Comprehension and consideration amid teams at the time of impact, honesty along

11
 with judgement is the depiction of effective communication. All this in return
demonstrates progress, achievement as well as exclusivity of Netflix.

CONCLUSION
Based on the above evaluation, it can be stated that the good management practice is
quite essential for leading the organization towards the path of success and growth. It has
been evaluated from the study that the preferred style of management practice at Netflix is
majorly seen as conducive and people oriented for most of the people. further, the boldness
along with the truthfulness of the manager of the company as no rules for the employees to be
considered at the workplace and configuration for resolving the challenges by the workers
themselves offer a sense of self-management. Further, it has also been originated from the
analysis that the main reason behind the success as well as maintenance of top position by
Netflix in the video streaming industry is mainly their excellence and establishment of set
parameters for performance measures. Although the working standards along with the culture
is entirely varied as compared to the other companies, Netflix has a uniqueness in their
content. In addition to this, it can also be concluded that the preferred management style of
the firm is well united with the futuristic approach of Netflix and its values.
There is an enough room for the novel talent to reflect their innovative skills as well
as creativity and this is another benefit for the firm. Other than this, the company has
developed an environment where each and every single worker strives for proving themselves
and stand apart. They perform exceptionally well for retaining in the organization for longer
period of time. Therefore, overall, it can be stated that Netflix has a diversified faculty and its
culture of the multitude races at the workplace leave no room for conflicts in regards with the
workers.

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Netflix’s Unique Culture. 2021. [Online]. Available through:
<https://www.levels.fyi/blog/netflix-unique-culture.html>. [Accessed on 7thJanuary
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Putter, B., 2018. Netflix's Company Culture Is Not for Everybody and That's Exactly How It
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<https://www.forbes.com/sites/brettonputter/2018/12/04/netflixs-company-culture-is-
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[Accessed on 8thJanuary 2022].

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Rivera, A., 2019. Netflix’s Mission Statement & Vision Statement: A Strategic Analysis.
[Online]. Available through: <https://www.rancord.org/netflix-corporate-vision-
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