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The level of aggregation of the technological cycles approach is sectoral and industrial, as well as organizational and strategical. The embedded social reality of this approach revolves around teams, business units, firms, and strategies. Consequently, it applies to the Netflix model as it explains how, through innovation, the company has taken full advantage of the digital transformation of the entertainment business in the development of its product (WP). One can observe that technology is not an exogeneous force that affects economic growth from the outside but on the contrary, is strategically used from within the business model to generate profit and add value to the company. 

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By applying this approach, one can observe that Netflix strategically benefited from the rise of various technologies. The knowledge infrastructures stemming from said technologies have co-evolved within the firm into delivering a product (Lundvall, 103). Whether it is the internet, the DVD, big data, streaming softwares or the advent of better computers, Netflix has been able to use technology as a tool to reposition its business design on the marketplace, readjust its value proposition and redefine its core competencies (White Paper, p.5). This strategic use of technology reflects Netflix’s flexibility in its learning process and its ability to approach technology not only as artefacts, but as markets and as producers of knowledge as well. In particular, one can conclude that Netflix is a process-driven company that took advantage of the central role of big data, especially its potential to predict customer behavior by incorporating highly dispersed information (Powell, 294). Nevertheless, the technological cycles approach tends to neglect the broader socio-cultural background in which innovation occurs, as it merely focuses on corporate strategies. If one considers technology as representing ‘frozen social relations’ (Wajcman), then the technological cycles approach lacks in underlining the interplay between technological, cultural and social interactions at large. 

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