Netflix Organizational Change & Organizational Structure 2024

Netflix Organizational Change. Netflix Organizational Structure 2024. Case Study Netflix Change Management. Organizational Structure of Netflix.

Netflix

Netflix is an online video streaming platform that allows users to watch movies, dramas, TV shows, and cartoons. The user can watch all these videos through a subscription service. Netflix regularly adds new films, series, and TV shows to the chart so users can watch them instantly.

It ranks top 50 sites, following Google, YouTube, Yahoo, Facebook, and Twitter. Thus, Netflix has become the most popular video streaming site or web portal in the world now.

What is Organizational Change?

Organizational change means business transformation in which a company changes its business tools, such as policy, strategy, operation, structure, and culture. The critical reasons for organizational change are technology, globalization, new market condition, poor performance, and customer demand.

The management changes enable the company to cope with the digital era. Therefore, many organizations have accepted technological changes to adjust to the digital age. It assists the company in changing old systems with new tools to achieve the business goal.

Organizational Change Examples

Netflix is one of the best examples of management change. It accepts the changes to cope with the new context. Netflix's organizational change is a real-life example of Lewin’s change management model. The management needs to pass a few stages to complete the full process. Technology, culture, and environment are the most significant factors that foster an organization to accept change.

Netflix's Organizational Change has replaced the old procedures with new techniques to adjust to the current situation. So, Netflix is the most general example of management change. Additionally, Wipro, Infosys, Samsung, and Amazon accepted the change to achieve business success.

Netflix Change Management Case Study

The Netflix change management case study includes the organizational change at Netflix. Additionally, It describes the history of the Netflix business change model. The author presents a change management case study of Netflix for students.

Netflix Organizational Change

Technology has changed the world in many ways, including education, business, sports, entertainment, etc. Many renowned companies have been closed due to new technology such as computers, smartphones, and social media. Some have managed to cope with the force of change by applying sophisticated strategies and accepting organizational change.

Netflix is one of the best examples that has changed its business model and strategy to survive. It has handled the force of organizational change to achieve a competitive advantage. Hence, it has become netizens' most popular video streaming site.

Netflix was founded in 1997 in California, USA. However, In 1998, Netflix started its business by selling DVDs and rentals by mail.  The product was a rent-by-mail DVD, and the payment system was the pay-per-rental model.

The following year, in 1999, Netflix launched its new subscription feature for customers to rent DVDs at a monthly rate. This service allowed the subscribers to enjoy unlimited DVD rental with monthly payments. So, the change was from the pay-for-use model to a monthly subscription model. The subscribers choose the movie and video titles from Netflix's official website. After that, the distributors send the shows in the form of DVDs to the subscribers.

Netflix Change Management Case Study

Netflix Organizational Change- Netflix change management case study

In 2007, Netflix introduced a new video streaming feature for films and television series. The proper utilization of the force of change has helped to achieve success. However, it is believed that Netflix is one of the most popular platforms for watching new movies, drama series, TV shows, and so more. They have achieved competitive advantages by adopting new features as per audience demand.

The three main divisions of Netflix management are functional, geographical, and product teams. The operational division includes the CEO, content, communication, talent, finance, legal, etc. Additionally, the geographical team consists of local and international services. Finally, the product team controls and ensures quality content.

Additional Change Management at Netflix

In 2011, Netflix introduced its mobile apps and iOS service for smartphone users. Smartphone users can download the apps free from the Play Store.

Recently, Netflix changed from HTTP to HTTPS encryption to ensure viewers' privacy.

In 2016, Netflix launched its offline playback system to cache the contents. Therefore, Netflix mobile app users can watch high-quality cache content without an internet connection.

In 2018, Netflix added "the Skip Intro" option for customers to avoid intros of the shows. So, the users can skip the video if they want.

In 2022, Netflix started alerting customers to share their account IDs and passwords with others.

In 2022, Netflix intended to extend its business into the video gaming industry. The 200 million subscribers of Netflix can reach with a bundle of games like Apple Arcade. Video games play a significant role in attracting potential customers.

In 2023, Netflix launches a new advertising tier for subscribers. The new AVOD tier increases revenue. Users can buy a subscription at a lower cost but must encounter ads while watching videos.

Over the years, Netflix has navigated numerous organizational changes to stay competitive and meet the evolving needs of its customers in the rapidly changing entertainment industry. These changes have been driven by factors such as technological advancements, shifting consumer preferences, and global market expansion. Let's delve into some key organizational changes that Netflix has implemented:

Shift to Streaming Services

One of the most significant organizational changes for Netflix was its transition from a DVD rental service to a streaming platform. This shift was propelled by the growing demand for online streaming content and the declining popularity of physical media. By investing in streaming technology and acquiring digital content licenses, Netflix successfully repositioned itself as a leading provider of on-demand streaming services.

Emphasis on Original Content

Recognizing the importance of exclusive content in attracting and retaining subscribers, Netflix made a strategic decision to invest heavily in original programming. By producing hit shows like "House of Cards," "Stranger Things," and "The Crown," Netflix aimed to differentiate itself from competitors and create a compelling value proposition for subscribers. This organizational change required significant investment in content production capabilities and talent acquisition.

Global Expansion

Another key organizational change for Netflix was its aggressive international expansion strategy. Realizing the potential for growth in untapped markets, Netflix launched its streaming service in numerous countries worldwide. To support its global expansion efforts, Netflix localized its content offerings, established regional offices, and formed partnerships with local content creators. This expansion into new territories diversified Netflix's revenue streams and solidified its position as a global entertainment powerhouse.

Data-Driven Decision-Making

Netflix leverages data analytics and machine learning algorithms to inform decision-making across various aspects of its business. By analyzing user behavior, viewing patterns, and content preferences, Netflix can personalize the user experience, optimize content recommendations, and inform content acquisition strategies. This data-driven approach has enabled Netflix to stay agile and responsive to changing market dynamics, driving innovation and growth.

Organizational Culture

Netflix fosters a unique organizational culture characterized by freedom and responsibility. The company operates with a flat organizational structure, empowering employees to make autonomous decisions and take ownership of their projects. Netflix values innovation, creativity, and risk-taking, creating a dynamic and entrepreneurial work environment. This culture of experimentation and continuous learning enables Netflix to adapt quickly to market changes and drive innovation across its business.

In conclusion, Netflix's organizational changes reflect its commitment to staying at the forefront of the entertainment industry by embracing technological innovation, investing in original content, expanding globally, and fostering a culture of creativity and experimentation. These organizational changes have been instrumental in Netflix's success and its ongoing evolution as a leader in the streaming entertainment landscape.

Netflix History Timeline

Netflix has become one of the most famous American production companies worldwide. It was established in 1997 by Reed Hastings and Marc Randolph in California. However, Marc Randolph left Netflix in 2002. In 1998, Netflix introduced its official website with 925 items. These items were available to rent for a pay-per-month approach. It started its journey with only 35 employees.

Netflix launched its operation with the first and largest online DVD rental store. Since 2012, Netflix has produced and distributed its original content, including film and television series entertaining many viewers. This variety of content has been stored in the online library for viewing by subscribers. Since 2016, it has been providing services in around 190 countries. This company has established its office globally, including in Brazil, the Netherlands, France, the United Kingdom, Japan, India, and South Korea. In 2023, Netflix owned more than 231 million subscribers globally involved in a pay-per-month payment.

However, Netflix is available worldwide except in China, Syria, and North Korea. According to a report in 2020, Netflix earned $1.2 billion in operating income for its excellent performance with updated tools.

Netflix Organizational Structure

Netflix has a flat organizational structure that provides ample freedom for employees. It is also known as a decentralized organizational structure that allows the respective person to make quick decisions. Netflix maintains the unitary organizational structure, also known as the U-form organizational structure. It reduces organizational noise in communication and influences the employees to be more responsive to their duties. Netflix's organizational structure avoids top-down decision-making strategies to create a conducive working environment for employees. It also focuses on creating a favorable environment to promote employee performance. Netflix has a labor division that works to improve performance. The authority reviews the performance regularly. They opt for a multi-rater feedback system that is also known as a 360-degree review method.

Netflix's management team always focuses on practicing and maintaining the principles of total quality management tools. The TQM helped to become the most popular company worldwide.

According to McGraw Hill, Netflix wanted someone as HR director who prioritizes business first, clients second, and talent third. It also did not require Competencies For HR Professionals in SHRM certificate, change agent, or organization development practitioner. The authority considers three core issues such as who is good for the company, how we communicate with that employee, and ensure high performance.

Netflix Organizational Structure 2023-2024
Netflix Organizational Structure 2023
Netflix Organizational Structure 2023

The three main divisions of Netflix management are functional, geographical, and product teams. The operational division includes the CEO, content, communication, talent, finance, legal, etc. Additionally, the geographical team consists of local and international services. Finally, the product team controls and ensures quality content.

Netflix CEO in 2023

Netflix Founder Reed Hastings stepped down from his CEO role and joined as the company chairman in 2023. Ted Sarandos is the current CEO of Netflix. In 2020, Ted Sarandos joined Netflix as co-CEO. Initially, Reed Hastings and Marc Randolph were the co-chief executive officers of Netflix. Marc Randolph left Netflix in 2002.

Netflix Organizational Transformation
First-Change in 1999
(Pay-For-Use Model Into a Subscription Model)

Netflix has made two significant changes since its launch. First, it began the subscription option in 1999 to store DVD rentals. This change allows clients to rent unlimited DVD rental without late fees. It was the first change in the business model in the history of Netflix.

Second-Change in 2007
(Streaming Service)

Later, in 2007, Netflix made its second change by launching an online video streaming service. Consumers have accepted this change. It is believed that it has become the prime business pillar of income.

Purpose of Netflix Organizational Change

Netflix is becoming famous daily for its ease of access, quality, and updated tools. After all, new technology adoption is necessary to exceed customer demand. The technology adoption models and theories, including TAM, ETAM, UTAUT, and DOI, have described why and how people accept the changes. In the 21st century, people do not want to spend extra time in the cinema hall.

People used to go to the cinema hall to watch new movies before watching movies at home on Netflix. New technology, including computers, laptops, and smartphones, easily entertain people through internet service. In addition, the social media revolution changed the way we communicate with each other. It has become an excellent site for sharing user-generated content, including photos and videos.

Most people globally use social media in many perspectives, such as in education, entertainment, and marketing. Netflix's authority had perceived the upcoming market demand. Therefore, they have changed the business model to watch movies and television series on computers and smartphones. The management of Netflix realized that consumers do not like to store video, so they changed the business model.

Additionally, Netflix is always aware of the approaches of competitors. Blockbuster is a crucial Netflix competitor; hence, they added a new feature to distinguish it from competitors. The reason for changing the business model of Netflix was appropriate and effective to bring success.

How Netflix Handles the Organizational Change Forces

Organizational change refers to the adjustment and transformation of a company's operations. The company brings a minor or significant change to improve productivity and cope with the new context. There are two types of forces of change in a company: external forces and internal forces. External forces include technological change, social and political change, and managing ethical behaviors.

For example, technological change is the primary external force that compelled Netflix to change the feature.

New technology changes people's expectations and behaviors, changing the company product or service's features, tools, and patterns. Netflix handled the forces of change effectively to bring success and prosperity to the company. Internal forces influence the organization to change management, such as changing managerial personnel, work climate, effectiveness, employee expectations, and crisis.

For example, Netflix realized that watching movies at home would reduce the entertainment budget and transportation crisis. Therefore, Netflix accepted the organizational change.

Conclusion

Netflix started its journey as an ordinary company. Now it has achieved a competitive advantage by changing its business model to fulfill customer demand. The authority of the company changed it's features to cope with new technology. It made two changes in 1999 and 2007. However, the video streaming service brought immense fame and income to the company in 2007.

The author mentions some critical points for other companies that want to change business. Firstly, changing the business tools is significant to exceed customers' demands. Additionally, digital technology must be accepted by employees and customers. Finally, the company must add updated tools for better function, such as Netflix starting its online video streaming in 2007. “The measure of intelligence is the ability to change” -Albert Einstein.

Netflix has followed the blue ocean strategy to achieve its business goals. The Blue Ocean strategy refers to creating a new business market. The red ocean strategy refers to competing with other companies in the same market. Blue Ocean's strategy creates a unique market context. It also designs a new feature to attract new customers.

Hence, Netflix accepted the blue ocean strategy and has become one of the most successful companies worldwide.

Citation For This Article(APA 7th Edition)
APA Kobiruzzaman, M. M. (2024). Netflix Organizational Change & Management Structure 2024. Newsmoor. https://newsmoor.com/netflix-organizational-change-organizational-management-change-examples/

Travelogue Feature Article Example- Tour To Japan

Travelogue Feature Article Examples & Sample For Students- Tour To Japan. Short and Long Travelogue Feature Article Writing Examples For Students.

Travelogue Article

Travelogue article refers to the feature story writing that explains the traveler's tour guidelines. It is also known as a travel feature story writing in journalism. Journalists write travelogue articles to inform others about tourist spots. A travel feature article is always designed to ensure a hassle-free journey to a particular location like a travel itinerary.

The most common feature articles are profiles, how-to, reviews, and travelogue articles. Travelogue article is a crucial feature in journalism for recreation and entertainment. The writer follows the inverted pyramid of writing style to attract readers. Readers always read the headlines and story leads to decide whether to read the whole article or leave it. Therefore, the headlines and feature leads include how, where, and what to explore.

People travel for various perspectives: recreation, business, job purposes, multicultural immigration, curiosity, and adventure.

Elements of Travelogue Article

The Ten Elements to write a travelogue article are:
1. Visit and explore the place
2. Write a descriptive story
3. Explain how to travel to the destination
4. Discuss the hotel, motel and accommodation
5. Review the cultural and traditional background
6. Explain the historical and tourist attraction
7. Discuss the food and restaurant
8. Notify the weather and atmosphere
9. Report the shopping mall
10. Mention the Dos and Don'ts fact.

Travelogue Feature Article Example for Students

The two examples of travelogue feature articles have been illustrated for students. The first example represents a long history and the second example illustrates a five-day short travelogue article. These travelogue examples are suitable for those students who want to write a travelogue article.

The title of the long travelogue article is "Tour To Tokyo, Japan: The Place of Peace." A journalism student at the University of Putra Malaysia wrote this article. Students may follow the structure of this article to know how to write a long travelogue article.

The author presents an ideal travel feature article example for students that includes most components of the travelogue article.

Travelogue Example for Students & Travelogue Sample
Travelogue Example for Students
A Long Travelogue Feature Article Writing Example -1
Tour To Tokyo, Japan: The Place of Peace

Tokyo is Japan's most beautiful and peaceful capital city, where every tourist wants to enjoy its breathtaking nature, historical buildings, delicious food, and traditional paces. A rumor, I had heard that traveling to Tokyo is very expensive. My tour to Japan provides a comprehensive travel guide to visit Japan on a cheap budget that will help every tripper enjoy Tokyo's beauty.

I planned to visit Japan from Malaysia, as I have stayed here since 2016. In 2018, I participated in an international conference at the University of Tsukuba in Tokyo, Japan. As my first step, I tried to book an air ticket at a low price because my budget was average. Most airline ticket prices were expensive, which worried me a little bit. Then I realized that Air Asia offers cheap plane tickets with limited baggage. I have no extra baggage so I can accept this opportunity. Luckily I managed to book a two-way ticket at a low price.

After nine hours of journey, when the plane reached Haneda Airport, I became amused to see Japan's beauty.

Tokyo is both the economic and political center of the country. It is one of the most populous capital cities globally, with around 37.4 million. This beautiful city has become the host of many international programs and events, for example, three G7 Summits and the Summer Olympics in 1 64. The airport, decorated with digital posters and banners, declared it would be the host of the 2020 Summer Olympics.

Japanese are very kind, humble, helpful, and polite. I perceived it during the conversation and asked for help from them.

Per my pre-planned, I decided to stay with my friend instead of at a hotel. He lives in the Akabane area, which is around 30 kilometers far from the Haneda International Airport. So, I was looking for a station to get the train to Akabane. I asked a Japanese police officer to help me find the train station to take me there.

I became amused to see his hospitality; he had taken me to the exact location where I could get the train. He also paid money for my ticker because of not have Japanese currency. The tickets cost ¥1400, and the journey takes 5  minutes. Finally, he bowed to exchange greetings when saying goodbye to me. It is a tradition in Japan to bow while exchanging greetings.

I caught the last train from Haneda Airport Terminal 3 Train Station, and after 55 minutes, I arrived at Akabane station at 11:45 AM. My friend was waiting for me outside the station, wearing an anti-cold jacket, which amused me. I felt freezing whenever I came out of the station; because this area was not under air- conditioning. Instantly, I removed my jacket from my baggage and put it on to protect myself from the bitterly cold weather. I have always been afraid of the cold, but I enjoy the cold weather in Japan.

It was ten minutes' walking distance from my friend's house, so we started to walk, and finally, we reached our destination at 12:30 PM. It was the second time I was astonished that my friend had not locked his house. For my curiosity, I asked him why not lock his house when getting outside. He replied that there is a rare house robbery incident in Japan, even though you leave your houses without locking them.

Travelogue Feature Article Example- Tour To Tokyo Japan

The following day, I woke up early to prepare and participate in a conference held by the University of Tsukuba. This is the first time I have fallen in love with the beauty of Japan to see the fantastic weather. It was freezing weather with windy and falling snow. This was my first experience of seeing snowfall. I dreamed of experiencing this kind of atmosphere that I had only seen in the cinema.

My habit is capturing photos; therefore, I grabbed some pictures inside and outside the station. Now I know how to purchase a ticket using the ticket machine that the Japanese police officer taught me last night. I bought my ticket to get to the University of Tsukuba.

I joined the APEC- Tsukuba International Conference XIII, and they offered a buffet lunch for all participants.  There was no doubt that this conference paved the way for me to be connected with academic life in the future. The university appointed a few guides to ease our movements in new places. The guide took us to a restaurant to have lunch. It was my first opportunity to test Japanese food. I thought I would not feel comfortable eating Japanese food when I  saw them on the table. My concept turned reversed when I tried them. These foods were very delicious, and everyone enjoyed them.

Most of the food items were preferable to me, except raw eggs. Japanese restaurants provide raw eggs, and many Japanese and foreigners eat them.  I stopped eating in the meantime, having lunch to think whether the foods were halal or not. I asked the guide for confirmation, and he replied that these foods were perfectly halal. He also said that all restaurants in Japan are not halal, so Muslims should be more aware of having food in Japanese restaurants.

The obesity rate in Japan is higher than in other countries; therefore, they set different prices for the same food for lunch and dinner. Usually, they set the dinner food price higher to discourage people from having heavy food at night.

Japan Restaurant

Figure 2: Traditional Japanese Restaurant

The gift-giving etiquette is another ritualistic and meaningful custom in Japan. They offer gifts on many occasions; for example, they provide many traditional gifts for all participants at the conference. Nobody can deny the cordial hospitality offered by the University of Tsukuba. Along with me, all the participants from diverse countries became glad and praised them. They are treating us very politely. I became confused several times when I thought about how they attacked Pearl Harbor in 1941 in the United States. It seems Tokyo is the world's most secure and peaceful capital for living without the hassle.

I decided to rest for the third day because I was exhausted. We spent the whole day together inside the house, gossiping, cooking, and eating. In addition, we planned to roam around Tokyo the next day. I have to return to Malaysia in two days, so I need to plan to see all the best places in Tokyo within two days. We divided Tokyo City into two zones for visiting them in two days.

On the fourth day, my friend and I followed the train to visit SKYTREE, the tallest tower in Japan, located in Sumida, Tokyo. It costs only JP¥450 and takes around 30 minutes from Akabane station to Oshiage Station (SKYTREE), but it needs to change the platform two times. Since 2011, it has been the tallest structure in Japan, extending its height to 634.0 meters and making it the second tallest tower and structure globally, after the Canton Tower and the Burj Khalifa. The primary objective of using this tower is broadcasting; for example, they use it for TV signals and radio waves for national broadcaster NHK and a few numbers TV channels.

Every day they allow only 10,000 tourists to visit the sky tree. The ticket option is divided into three types: combo ticket, Tembo gallery, and Tembo deck. The ticket is around JP¥10 00 for all three tiers. Tourists can visit only one or two, or all three decks. My excitement was palpable when I was lifted to the top floor of the Sky Tree. We had seen all three tiers—the tower's appearance changes with changes in a light color.

My tour to Japan was successful when I saw Tokyo from the Tembo Deck and the tower's top floor. Viewing the entire city from the top floor at night was excellent. After all, I did not forget to buy some souvenirs from the observation levels of Tokyo Sky Tree; it made my journey more compelling.

Sky Tree Tokyo Japan

Figure 3: The Main Entrance of the Tokyo Skytree

Good time flies so fast. It was challenging to realize that I had spent five days here. My return flight schedule was at night; I made it to utilize the whole day sightseeing. On my fifth and final day in Japan, I visited many historical and traditional places, such as the Imperial Palace, the Sensō-Ji Temple, the National Museum of Nature and Science, and Ueno Park and Zoo. In addition, I tested Japanese street food; although these are a little bit expensive, some foods are cheap.

You can buy souvenirs, gifts, and food cheaply in many places. I purchased pens, gift items, and great souvenirs in Asakusa on Nakam Street. It’s a great street to visit and walk along your path to see the traditional temple, and along the walk, you can buy snacks and conventional gifts. Japanese people are well organized and always respect the senior people in every sector. Traditionally, seniority acted as the prime qualification for holding a higher rank.

In short, Tokyo is not an ordinary place that I forget quickly. According to Japanese "architect Tadao Ando “Look at London or Paris:  they are filthy. You don’t get that in Tokyo. The proud residents look after their city.” Traveling to Tokyo was a tour and an experience I earned adequately. I can forget my tour, but I cannot forget my experiences. So, if you love traveling, you will love Tokyo!

 
Short Travelogue Examples For Students-2
This article sample is collected from ChatGPT and includes a five-day tour history in Tokyo, Japan.
Tokyo: Embracing Tradition and Innovation in Japan's Dynamic Capital

Nestled on the eastern coast of Honshu island, Tokyo stands as a vibrant metropolis where ancient traditions seamlessly blend with cutting-edge technology. Join me as I explore this captivating city's bustling streets, serene temples, and culinary delights.

Day 1: Arrival in Tokyo

As I stepped off the plane and into the bustling Narita Airport, I was immediately struck by the energy and efficiency that defines Tokyo. After a smooth ride on the efficient train system, I arrived in the heart of the city and checked into my hotel in the vibrant Shibuya district. Eager to start exploring, I set out to experience the iconic Shibuya Crossing, where a sea of humanity ebbs and flows with each changing traffic light.

Day 2: Discovering Tokyo's Cultural Treasures

My second day in Tokyo was dedicated to immersing myself in the city's rich cultural heritage. I began by visiting the majestic Senso-ji Temple in Asakusa, where the scent of incense filled the air and worshippers prayed for good fortune. Next, I wandered through the tranquil gardens of the Meiji Shrine, surrounded by towering cedar trees and peaceful serenity. In the evening, I indulged in a traditional izakaya dinner, savoring grilled skewers and sake in a cozy atmosphere reminiscent of old Japan.

Day 3: Exploring Modern Marvels

Tokyo is a city where tradition meets innovation, and nowhere is this more evident than in its modern architecture and technology. I spent my third day exploring the futuristic district of Odaiba, with its towering skyscrapers, high-tech shopping malls, and interactive museums. From the panoramic views of the city skyline from the Tokyo Skytree to the immersive exhibits at the teamLab Borderless digital art museum, I was constantly amazed by Tokyo's forward-thinking spirit.

Day 4: Culinary Adventures

No trip to Tokyo would be complete without sampling its world-renowned cuisine. I spent my fourth day indulging in a culinary adventure, from savoring fresh sushi at the iconic Tsukiji Fish Market to slurping ramen noodles at a bustling noodle shop in Shinjuku. I even tried my hand at making sushi during a hands-on cooking class, learning the art of rice preparation and fish slicing from a master chef.

Day 5: Reflections on Tokyo

As my time in Tokyo came to an end, I found myself reflecting on the myriad experiences and memories I had made in this dynamic city. From its ancient temples to its modern skyscrapers, Tokyo had captivated my heart and left an indelible mark on my soul. As I boarded the plane home, I knew that Tokyo would forever hold a special place in my heart, a city of endless possibilities and unforgettable moments.

This travelogue article offers a firsthand account of a journey through Tokyo, Japan, highlighting its cultural treasures, modern marvels, culinary delights, and vibrant atmosphere. Through vivid descriptions and personal reflections, it transports readers to the heart of this dynamic and captivating city

Travelogue Article Samples of the Newspaper

Malaysian English Newspaper Travel Article Link

The Daily Star Newspaper Travel Article Link Here

This is a travelogue article writing example for Students. This travelogue sample will help students to complete travel articles writing assignments and expand their knowledge. We appreciate your comments and suggestions.