Digital disruption is caused by or expressed through digital capabilities, channels, or assets that alter fundamental expectations and behaviours in a culture, market, industry, or process. Digital disruption describes the effect of emerging innovations on conventional business models and sectors of the economy. Leading via digital disruption entails embracing transformation and implementing innovative technologies to generate great possibilities and remain competitive. It necessitates a shift in perspective and strategy and a willingness to explore, take risks, and adapt quickly. The project here will choose the institution of an OTT platform, Hulu, and the task will cohesively explain the adoption of digital culture. Among the three studies, the idea of leadership and the use of specific technologies have been vividly justified.

Task 1: Organisational proposal 

1.1 Background of the company 

Figure 1: Interface of Hulu streaming platform 

(Source: cnet.com, 2023)

Hulu is a streaming service based in the United States that was established in March 2007 by NBCUniversal, Fox Entertainment Group, and Disney-ABC TV Group. The company began by streaming tv programs from the mentioned three networks but has gradually increased its products and services to incorporate a wide range of other content, including original programming Hulu is a membership service that offers both ad-supported and ad-free packages. The Walt Disney Company owns the company, which is domiciled in Santa Monica, California, due to obtaining 21st Century Fox in 2019 (hulu.com, 2023). With over 35 million subscriber bases as of 2021, Hulu has begun to grow to become one of the most effective streaming services available in the United States, where they have also expanded its business to Japan and Latin America.

1.2 Current technological challenges of the company 

To discuss Hulu's technological challenges, consider the case of Research and Development. Hulu faces challenges in maintaining a competitive advantage in the streaming business by innovating and offering new and distinctive material to keep and attract subscribers (Kombo-Pinda-Loubondo, 2022). In addition, they need help in creating emerging innovations and characteristics to enhance the user's experience and maintain a competitive advantage in the rapidly evolving streaming market. Hulu needs help scaling its operations to meet the requirements of a fast-expanding customer base and difficulties in controlling and distributing information across different devices and platforms. Hulu faces business challenges in high estimates. Hulu is targeting future prospective subscribers and maintaining current subscriptions in the face of growing competition from many other streaming services (Javaid et al. 2021). The business faces challenges even when effectively promoting its entirely different material and distinguishing itself from many other streaming services. Regarding technological challenges, Hulu is facing unique difficulties in modernising its technology. 

1.3 Organisational objective of digital transformation 

Digital transformation enables businesses to break free from complex legacy systems, making it easier to adapt to change. Emerging innovations, such as cloud computing or IoT, can liberate data from silos, allowing employees and teams to transition easily to implementing change. The procedures of incorporating technology into all aspects of a company in sequence to significantly alter how the company operates and provides value to its clients are referred to as digital transformation. Disney's goal is to look deeply into the process of resolving disputes over the operation of digital technologies through the core competencies of digital grounds (Costa et al. 2022). This has been demeaned because the company can increase subscribers by adhering to this process, thereby positively affecting Hulu's organisational performance.

Task 2: Data and Decision Process 

2.1 Digital business Agility model

It has been identified that the introduction of current technological instruments is not only a modification of the "value proposition" (Udovita, 2020). It is also impacting the company’s business performance for the long term as well as through the current products or services. By this, the efficacy of these digital disruptions can impact customer satisfaction development. It also helps to enhance their behaviours which have experienced their edging past by competitors, and it is among the key factors. In this case, Hulu is not an established organisation in its position in contrasting these "digital disruptions" (El Khatib et al. 2022). Furthermore, the digital streaming service organisation is to fight for the adoption of appropriate digital methods and instruments. Therefore, the management of Hulu needs to take advantage of this "Digital Business Agility Model" to modify its "digital transformation". Using this model can increase organisations' profit, expand their brand identity, and increase consumer velocity. 

2.2 Hyperawareness 

Implementing the "digital disruptions'', may obtain changes within a company's business model. Furthermore, by using this business model, its rising innovations may help formulate the company's “technological abilities''. Therefore, it is a solid basis for the organisation. In this competitive world, digital changes are essential for any business organisation to grow. Consequently, it certifies its reputation in the “digital world”. Moreover, any organisation needs to adapt to these changes for development (Nurman et al. 2023). By this, Hyperawareness can be helpful to Hulu's business performance externally and internally. These results can be defined with the assistance of this Hyper Awareness, which indicates the different pillars of the "Digital Business Agility Model". Taking advantage of this development, Hulu must adapt to market modifications while maintaining its organisations with “digital disruptions”(Xu and Koivumäki, 2019). These modern “digital tools” are used by Hulu for market changes with digital disruptions.

Moreover, Hulu may find its likely ropes for investment by “Hyperawareness”' also passing into the global market for revenue growth and sustaining its brand reputation. Hyper Awareness” consists of “Behavioural Awareness” and “Situational Awareness”. By using this “behavioural awareness”, the management of Hulu needs to meet customers' demands. Therefore, Machine learning can help Hulu to build strong relationships with organisations and their loyal consumers.

2.3 Informed decision-making 

Figure 2: The informed decision making

(Source: codot, 2019)

For the aim of “digital disruptions' ', the process of “informed decision-making” is essential for companies to achieve their competitive market. The administration of Hulu may use innovative technological instruments with “informed decision-making” for dealing with the challenges and cases blocking the “digital opportunities” of the business. Furthermore, "the Digital Business Agility Model" may help the Hulu to highlight “informed decision-making” as its pillar which is needed for Hulu. Following this, this ingredient may be effective for Hulu to develop “market insights” by using its two segments such as inclusive decision-making” and “augmented decision-making”. Using the "Slack Model” by Hulu can bring more productivity to their business (Saraiva and Paucar, 2022). At the same time, the administration of Hulu may use this model to enhance their "inclusive decisions” and “centralise” the organisational framework by effective leaders. Implementing "Augmented decision-making” would be effective for Hulu with the help of "Big Data Analytics” to simplify the organisation's business performance and attain insight accessibility for team members and the company holistically.

2.4 Leading change and transformation through Fast Execution 

Rising complexities implicating “digital disruptions” within the international market is to impede organisations from contrasting the obstructions arising in crucial points such as  “risk-taking”, “time-to-market”, and “market experimentation” also. Furthermore, using the "Digital Business Agility Model" plays an essential role in “Fast Execution” (Hendriyani and Raharja, 2019). It may contribute to the rationales for complexities such as organisational business performance, cultural conflicts, and reluctance in resource acquisition indicated by huge organisations. Therefore, Hulu takes advantage of such stimulants from entrepreneurial ambitions while simulating competitive business methods to conclude its opportunity in the dynamic market scenario. Therefore, In congruence with the above, the Fast Execution consisting of “Dynamic Resources” and “Dynamic Processes” would be practical for Hulu to understand the current market scenarios by assisting the management in their taking decisions (Hidayatno et al. 2019). Furthermore, the efficiency of "Cloud Computation" digital technological tools would be an essential obligation of Hulu. It requires talented human capital for Hulu, a part of the business structure.

Moreover, Hulu may also execute modifications within the crew utilising the “ADKAR Change Management Model” (Ali et al. 2021). It may provide a more accessible and fluid path for the recruitment processes in the HRM Sector. Therefore, technological advancement would effectively develop the knowledge of the internal organisational atmosphere by employing proficient global experts [Referred to Appendix 2]. 

2.5 Implementation of the technological trends, justification and analysis of chosen technologies 

Implementing the "Digital Business Agility Model" can bring an effective resolution for Hulu to mitigate the risks as well as identify the flexibility of the digital streaming services organisation and pivot around its “digital distress” into its resilience (Jonathan and Siegfried, 2021). Again, it may determine the roles and obligations of Hulu with their internal and external workplace atmospheres for a flexible " digital transformation strategy". Furthermore, not only the model but ingredients of digital sustenance may also help the company's alliance to observe and identify the contributions of the workers and consumers and enhance the business execution and productivity in the competitive advantage of the market arena [Referred to Appendix 1].

Task 3: Implementation of Digital Culture 

3.1 Evaluating the collaborative technology for adapting to a digital-ready culture

Figure 3: Hofstede’s cultural dimension

(Source: online.visual-paradigm, 2020)

The collaborative and cooperative activities related to Hulu's operational structure help the business reduce threats. According to Kontić and Vidicki, (2018), it has hugely supported the business to keep its place in the competition among the different OTT platforms. Implementing Hulu’s modern association structure has resulted in training the employees regarding technical revolution. Implementing "Hofstede's Cultural Dimension" has supported the attitude sets estimation and the working behaviour of individuals classified with the dimensions of business culture. Moreover, Hulu can implement the form of Hofstede's model followed by applying the structure of "Agile and Lean" to realise and demonstrate the team’s dynamic condition. It is probably, to sum up, the value of the organisation’s communication approaches and team-building qualities of Hulu.

3.2 Understanding customer needs

Several essential surveys are conducted by Hulu depending on the market to calculate the effects of the diversities linked with the customers. Følstad and Skjuve, (2019), expressed that digital streaming platform like Hulu can find out the essential "likings" and "requirements” of their customer, which probably increases the content preferences of OTT platforms more broadly. The technologies of "Search Engine Optimisation (SEO)" can be monitored and advanced through the content’s uniqueness.

3.3 Implementation of the collaborative cultures

The application of the different strategies aimed to promote collaborative practices includes the “proper establishment of objectives” among the other team members, who are helping in handling the collective sets of activities lined up with the goals. While, Papadonikolaki et al. (2019), stated that “embracing the variations” is probably to encourage online transformation, which needs the adoption of infrastructural moderation. The development associated with the collaborative culture relevant to Hulu must properly function the working technological and digital departments and the teams. 

3.4 Introduction of the innovation

Hulu can encourage employees to consider the online transformation of the organisational variations and the working environment to understand customer choices based on the online streaming platforms. On the other hand, Tajpour et al. (2020), observe that Hulu can create “systems of feedback” to interact with the customer, like surveys and polls, to calculate the sectors of preferences and concerns of the clients.

3.5 Road to become a digital champion

Hulu can create different strategies connected to its operations to boost the interests of its stakeholders (Aziz et al. 2020). It can apply the element of "Search Engine Optimisation" to consider the impact of AI-enabled technologies to aggregate the information of every customer that will support Hulu to determine the retention aspects of its clients in the long run.

3.6 Essential tools for real-time communication and collaboration

With the fostering and development of feasible sets of collaborative actions and communication among the teams and stakeholders, Hulu can incorporate the policies related to the performance of the objectives (Mullins et al. 2020). The organisation can further include the communicative approaches among the suppliers, higher authorities, and the workforce through arranging software for collaborations, video conferencing, programmes for personalised communication and task management.

Task 4: Collaborative Team Leadership 

Prelipcean and Bejinaru, (2019), mentioned that the world's largest organisations and the small businesses that make up their communities have different leadership styles that are important to their success. The organisation's culture is influenced by the management structure, effective leadership styles, and effective approaches followed in the company.

According to Dittes et al. (2019), the collaborative style of leadership, used by many managers these days, is an alternative to the top-down management method of the past, in which higher levels of executives did not share their opinions or insight into their decisions or why they were made. Hulu may thus employ effective and efficient leadership techniques to support the business's digital transition. To foster a positive work atmosphere, Hulu may employ "Goleman leadership styles," which provide innovative and democratic leadership techniques. Since collective leadership is essential to expected performance across the board in today's work environment. As per Maalaouf, (2019), collaborative Leadership Theories show that collaborative leadership styles can include all stakeholders during decision-making. The visionary leadership style can assist Hulu executives in focusing on their long-term objectives and motivating people to help Hulu achieve those objectives. By implementing this leadership style, Hulu executives may be more creative and imaginative in achieving organisational goals. The collaborative process of the theories gives people confidence that their views will be preserved in a top-down approach to decision-making (Reyes et al. 2021). At Hulu, the Collaborative leadership theories will allow every team member to realise that they have what it takes to execute the vision. The idea of collaboration emphasises the need to encourage employees of organisations to be innovative and cooperative. Hulu will need to ensure effective communication and teammates, which are the best ways to create innovative ideas that are more optimal for the organisation.

4.1 Ethical tech leadership for the company 

Njenga, (2019), Hulu must be sure that they build strategies to cope with the ethical implications of technology while embracing digital technologies to become more agile and adaptive. Hulu should embrace "ethical tech leadership," whereby Hulu executives can adequately develop and execute technology throughout the organisation, keeping this goal in mind. An organisation gains from technological innovation. The "Belbin Model" may be used by Hulu to build a balanced team. The organisation's leaders may assign specific tasks to groups using this approach and ensure that team duties are played. Through the implementation of this approach, the team members will be held accountable for their work and their judgements [Referred to Appendix 3].

On the other hand, Leo et al. (2022), Hulu can adhere to the "GROW Model" of leadership, which focuses on four essential leadership steps: goal, reality, options, and will. Next, the company can examine the current reality and observe the internal and external situations around the organisation. Hulu can then explore the options and opportunities present in front of them, and lastly, the company will be able to work on it and act accordingly [Referred to Appendix 4].

Conclusion 

From the above discussion, the following several routes can overcome digital disruptions by Hulu by using different theories and models. Through the above discussion, the study has understood that existing technological challenges have been faced by organisations and provided further recommendations for changes. Therefore, Hulu may implement it to overcome these changes and stay out of the competitive technical environment. On the other hand, utilising this technological model, like Digital Agility Model, would be effective for Hulu to use its digital culture by following its different leadership styles. Therefore, by implementing the Belbin model and GROW framework, Hulu can redirect the employees to achieve their goals and enhance team building and teamwork.

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