CASE STUDY: NETFLIX

Netflix’s success had been built on attending to every detail of its operations and adapting to the company’s
various constituencies. For subscribers, Netflix designed a recommendations engine that customers liked and
that allowed Netflix to shift subscriber interest from new releases. By attending to United States Postal Service
(USPS) processes, Netflix had located its 41 warehouses, created processing procedures, and even designed its
envelope in such a way as to minimize both operating costs and turnaround times. By working with the film
studios, Netflix had reached agreements through which it reduced its risk in holding large numbers of DVDs from
new releases.

In spite of the company’s operational success, Netflix faced two big challenges in 2007. First, in 2006
Blockbuster had made a major move into online rental. In Blockbuster’s new service, subscribers could bring
mailers directly to a Blockbuster store and immediately rent a DVD, getting the instant gratification denied to
Netflix subscribers. By January 2007, Blockbuster had grown its online business to two million customers.

Second, a number of firms were beginning to offer video on demand (VoD). Netflix announced its own internet
service in January 2007. The service complemented the existing subscriber service, generating no new fees.
Netflix had budgeted $40 million to develop the system, but some analysts questioned whether that was sufficient
to cover server data centers and licensing fees. Others argued that VoD would kill off the DVD rental business in
general and that, for all its operational savvy, Netflix’s time had passed.

Jean W. Rosenthal, “Netflix,” Yale SOM Case 07-014, February 20, 2007

SUMMARY: The case describes how Netflix optimized the rental of DVDs by mail to become a major media
company. In 2007, the company faced two challenges. The first was increased competition in the DVD-by-mail
business. The second was challenges from various streaming services. For all its operational savvy, had Netflix’s
time passed?

ETHNOGRAPHY: Development of Deaf Identity: An Ethnographic Study

The “representation of the self” is the classical way of describing identity (Baumeister, 1997); it is based on how
children’s family and school experiences become internalized as part of one’s identity formation. Taking this idea
further, Hadjikakou and Nikolaraizi (2006) add that identity is a socially constructed process, which is expanded
upon by relating past and present experiences into one’s identity, thus being shaped by the narratives or stories
that we tell others (Sikes & Gale, 2006). Therefore, this study adopted the narrative approach as used by Leigh
(2009) and Stobeck & Magongwa (2006) to explore deaf identities through analysis of the interview transcripts.
The narrative approach is an ethnographic tool that uses the life stories or narratives of participants to
thematically explore how identity is constructed.
The pioneering study by Bat-Chava (2000) provided evidence of fairly static clusters of four deaf identities: deaf,
Deaf, negative/ambiguous identity, and bicultural identity. Similarly, Ohna (2004) conceptualized four phases of
Deaf identity development. In synchronic order, these phases are “taken for granted,” “alienation,” “affiliation,”
and the bicultural “deaf in my own way” (Ohna, 2004). The “deaf in my own way” phase takes on particular
significance in this study, as it informs our exploration of how deaf persons dialogue with themselves and their
worlds.

ence, the “deaf in my own way” identity is an embodiment of a postmodern perspective where postmodernism, as
a philosophical orientation (Solomon, 2000), confronts the oppressive and political overtones of modernism. This
stance disbelieves the conventional conceptualization found in the medical–social binary that allows only a
medical or a social cultural difference perspective. Furthermore, as Lyotard (1984) argues, postmodernism
actively negotiates between multiple meanings and often competing discourses, to redefine identity as fluidly
constructed, with multiple identities coexisting in the rich multicultural postmodern landscape (Corker,
1996; Leigh, 2009; Wrigley, 1996). In the context of Deaf studies, this frame of reference equips researchers and
deaf persons who seek to expose and resolve or bridge the cultural divide between the two opposing worlds of
hearing and deaf.

SUMMARY: This ethnographic study explores the identity development of 9 deaf participants through the
narratives of their educational experiences in either mainstream or special schools for the Deaf. This
exploration goes beyond a binary conceptualization of deaf identity that allows for only the medical and
social models and proposes a bicultural “dialogue model.” This postmodern theoretical framework is used to
examine the diversity of identities of deaf learners.
 NARRATIVE REPORT: Narrative Report of Botanical Field i.lorlr on Kure Islan
he Hawaiian Archipelago. It is located about 1250 miles vest of Honolulu. The atoll is described, with map and blbliogra-
phy, in E. H. Bryan, Jr., American Polynesia and the Hawaiian Chain, lionolulu, 1942. In order to make IWe Island more
habitable to the blackfooted and Laysan Albatrosses, the Naval Construction Forces of the Pacific in October 1959 planned
to bullLoze a series of runways 100 yards long and 50 feet riide on Kure Island. This is a report of the botanical field vork
carried on in con,jumction with that Navy project. The State of Iiavaii, through its Land Commissioner, Mr. Eric Repp~rn,
gave the BJavy permission (Revocable Permit No. 2580) to make tile alterations to Kue Island. The State of Hawaii.
however, stiaulated - that two types of plants be preserved on Kvre Island, 1xpturu.s repens and Solanum nelsoni var.
PHENOMENOLOGICAL STUDY: Life with a urostomy: A phenomenological study
intermedium (now Solanum nels~i~lile writer, familiar with atoll floras, ~as invited to join tile group - . going - to Kwe, so
thatcreation
The identification could be made
of a urostomy results of the~plau-ts
in the loss growing on that isla&.
of an important bodilyAfunction
previous and colLection of plantsofhad
an alteration thebeen
bodymade
image by
the causes
and Tanager physical,
Expedit?.on in April1923. and
psychological, In that year,changes
social thirteen in species of vascular
the lifestyle plants
through thewere collectedand
adjustment on Kure. Eleven of
management
these thirteen speciGs are still growing there; Cenchrus agrirnonioides -- var. laysanensis
of the new condition. In literature, there are few studies that analyze the lifestyle of people with urostomy. To and Achyranthes splendens var.
reflexa, the
explore represented bya very
experiences few specimens
of self-care in 1923,
of patients h&e
with disappeared*.
urostomy and toHowever,
identify the six new species have
influencing found
factors their way to
of self-care.
Kure, so the flora there now comprises seventeen kinds of plants. Green Island., the largest of the three islets at Kdre Atoll,
The
is thecreation
only oneof a on
urostomy
which thereresultsis inany thehigher
loss ofplant
an important
life. The bodily
other function
two isletsand areantiny
alteration of the
sand-spits. bodyIsland
Green imageis
and causes physical,
approximately psychological,
three-fourths of a mile and long,social
aboutchanges in thevide,
one-half mile lifestyle
and k~as through the adjustment
an elevation of someand management
20 feet. There is a
ofdense
the new condition. In literature, there are few studies that analyze the lifestyle of people
growth. of --- Scaevola -- sericea which encircles and covers most of Green Island. Scattered here and there among with urostomy.
these
Six --- Scaevola
themes plants are
and twelve patches of
subthemes 3oerhavia
emerged fromdiffusa
the r.:hich sometimesThe
data analysis. appeax as a were:
themes loose ground
Surgerycover underbody
impact, .the
~caevoladaily
image, and frequently can beactivities,
and social-life seen as scrambling
stoma and vine-like ~lants. Sand
sexuality, managing&,me~ stomarise sharply from thefamily
education, beach andon thefriends'
lagoon
side,
support. and the Scaevola sericea is less dense here. In the open areas along tlie dunes, one can observe scattered clumps of
the bunch grasses, LYagrrns-tis variabilis and Eragostis vrhitneyi var. caumii. - On the inner slopes of txe dunes near the
radar reflector tower, sever& dozen cliunps of Lepl;urus repens can be found. With the exceptlon of three clumps of this
grass on the dunes at the eastern tip of Green Island, Lepturus repens was only observed near tne radar reflector totier.
SUMMARY: This study highlights the impact a stoma has on people's lives. This impact should be absorbed with
SUMMARY: They
personalized were studying
education beforeabout the said island
the surgery with thecalled kure in the
eventual state
need ofofa Hawaii, were as
continuous andin order to make
planned the kure
educational
island habitable
course respectingthe the
Naval Construction
patients' needs. Forces
Thisofstudy
the Pacific
shows in October 1959 plannedand
that a continuous to bullLoze
planneda educational
series of runways
plan100is
yards long and 50 feet riide on Kure Island. This is a report of the botanical field vork
crucial for patients living with urostomies. Therefore, nurses should provide patients an adequate support and a carried on in con,jumction with that
Navy project. education program to cope with ostomy.
personalized

BIOGRPAHY: Frida, a Biography of Frida Kahlo

On July 6, 1907,
Bensyou in Mexico
medyo I reviseCity
lng Frida
ni dariKahlo washaa
na part born in the Blue House, Coyoacán. Guilermo Kahlo, her father, a
photographer, was a Jewish immigrant of Hungarian-German descent born in 1872, who arrived in our country in 1890, at
the age of nineteen. He was initially married in 1984 to María Cardeña, with whom he conceived two daughters, María
TOPIC
Luisa and Margarita. His wife SUBJECT IMPORTANCE
died during her second labor in 1887. Little OF THE
by little, Frida's RESEARCH
father assimilated to Mexico with
S
the assistance of the German community. He was an employee of La Perla jewelry store, located today on Madero Street
1.
and frequented by highSPICES AND
society HERBS
during TO KNOW
the Porfirio Díaz era. Following ITS CONTENT
the death of María USE AS MEDICINE
Cardeña, Kahlo married Matilde
Calderón,
2. with whom JUAN he worked
DELA at La Perla, three months
CRUZ FOR US TOlater. The couple
KNOW had four SKILLS
THE ESSENTIAL daughters: Matilde, Adriana,
THE INVENTOR POSSESFrida
AND –
her full name: Magdalena Carmen Frida Calderón– and Cristina. Their son, Guillermo,HIS died a few days after he was born. In
Mexico, Guillermo Kahlo got his start as a photographer, the same profession held by his second father-in-law, Antonio
3. PARENTS TO UNDERSTAND A PARENTS INSIGHTS ABOUT NEW NORMAL
Calderón. His probable influence, as well as the circumstance of hisAND
dealings with clients
THEfrom the jewelry
OFstore and the
LEARNING TO EXPLORE EXPERIENCES PARENTS
support
4. of the German community
BODY PARTS in Mexico, helped him TO consolidate
KNOW AND his social
IDENTIFYstanding. By invitation
THE PARTS of JoséCAR
OF A KOREAN Ives
Limantour, Minister of the Treasury under President Porfirio Díaz, from 1904 to 1908 he was placed in charge of the
photographic
5. registry of historic
BACTERIA properties and monuments relevant to the history
TO KNOW of Mexico,
THE BACTERIAS INaTHE
visual contribution to
FOOD
forthcoming publications commemorating the Centennial of Mexico's Independence. Kahlo printed around 900 glass plates
6.
that currently form partSHS LEARNERS
of the TO OBSERVE
Archive of the National Institute AND LEARN
of Anthropology HOW
and STUDENTS
History. OF SHS
This project STDUYhim to
allowed
build the house in Coyoacán and provide an education for his daughters. The bonanza ended with the Porfiriato and the
7. LEMON LEAVES TO IDENTFY WHAT MIDICINAL ELEMENTS DOES LEMON LEAVES
family endured severe hardships, leading the photographer to mortgage the Blue House and auction away the living room
CONTAINS
furniture.
8. ASIAN NOVELS THE HISTORY AND DEVELOPMENT OF HOW WORK ASIAN NOVELS
SUMMARY: In Frida, art historian Hayden Herrera vividly portrays of a woman of strength, talent, humor, and endurance.
Frida 9.
Kahlo (1907-54) was HIGA-ONON
born in Mexico City, the child
TO LEARN
of a Mexican
OBSERVE mother
UNDERSTAND
and a German
THE HIGA-ONON
father. Her WEDDING
early yearsRITES
were
influenced by the turmoil of the Mexican Revolution and a bout with polio, but Frida remained spirited, resilient, and
10
mischievous. CORONA
Her father, VARUS DISEASE
a photographer, encouragedTO HAVEartistic
Frida's KNOWLEDGE
interests,OFand
IT AND FOR US TOatUNDERSTAND
her education an elite schoolAND
drew
THE PREVENTIONS WE HAVE TO DO
her to new ideas and to a group of irreverent radicals who would become some of Mexico's most respected intellectuals.
When she was nineteen, Frida's life was transformed when the bus in which she was riding was hit by a trolley car. Pierced
by a steel handrail and broken in many places, Frida entered a long period of convalescence during which she began to
paint self-portraits. In 1928, at twenty-one, Frida joined the Communist party and came to know Diego Rivera. The forty-
one-year-old Rivera, Mexico's most famous painter, was impressed by the force of Frida's personality and by the
authenticity of her art, and the two soon married. T