created to send DVDs through the mail. In 2013, the last 300 Blockbuster outlets shut down, putting thousands of Blockbuster employees out of work, and Netflix emerged as the dominant player in the video rental space.37 But those jobs were lost not because Blockbuster built some amazing automated service that reduced workforces in the 9,000 stores they operated at their peak. Rather, Netflix came up with a digitally enabled business model, first allowing customers to subscribe to DVDs from a website, and later offering them shows and films online. People preferred Netflix’s offer; Blockbuster
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