Question: Once upon a time, lets say 2001, there was a giant, cumbersome video rental chain named Blockbuster. With thousands of stores and tens of thousands

Once upon a time, lets say 2001, there was a giant, cumbersome video rental chain named Blockbuster. With thousands of stores and tens of thousands of employees, things were good for Blockbuster. It owned the majority of the US video rental market. Blockbuster sat back and surveyed the land; life was good. What Blockbuster didnt realize was that Netflix, a smaller, more innovative competitor, was about to pull the rug out from under it. Netflix started up in 1997. In a period of fewer than 15 years, Netflix (with the help of Redbox) changed the video rental game to the point that Blockbuster would file for bankruptcy, and, in 2011, would cease to exist. This happened in part due to the innovative characteristics of Netflix and its products. Explain Everett Rogers Attribution of Innovation Theory for this case.

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