The company's supply chain has been completely changed in two relatively short years. Initially the supply chain operated based on a combination of software and physical goods. (Teece, 2010) The consumer could organize their favorite movies or “queue” online and when they returned previous rentals, they would receive the next movies in their “queue.” (Lusted, 2013) This involved physically moving DVDs via post from distribution hubs. When Netflix moved to a streaming-based business system, the entire supply chain was changed and required much more emphasis and workers in the information technology center. (Desired,