Unintended consequences of knowledge management during the COVID-19 pandemic in 2021: the case of Netflix

Abstract

Purpose Unintended consequences of knowledge management (KM) can be harmful if they are calamitous. However, they can occasionally be advantageous during catastrophes. The purpose of this study is to investigate how KM can be accidentally propitious during the COVID-19 pandemic using the case of Netflix. Design/methodology/approach Explanatory factor analysis, multilevel and multiple regressions were used with a sample of 45 countries. Findings In the authors’ sample, the hypothesized direct relationship between culture (i.e. individualism, power distance and indulgence) and collective pandemic resilience (CPR) was found. In addition, the hypothesized moderating effect of Netflix KM on the relationship between culture and CPR was partially confirmed. The findings suggest that KM during the pandemic can generate an unintended consequence of intensifying the degree of CPR. Research limitations/implications Small sample size, data paucity and the constructed variable of CPR might limit the generalizability of this study’s results. Nonetheless, one important research implication is that KM qua unintended consequences can have a significant moderating effect on the relationship between culture and resilience. Practical implications This paper highlights how organizations and society can cocreate the value of KM accidentally for the benefit of a larger public during calamities. Also, firms should proactively search for a wider application of their KM beyond their original intention. Originality/value This paper initiates a new discussion of positive consequences of unintended KM. Unlike individual-level studies of collective resilience in the past, to the best of the authors’ knowledge, this study generates country-level implications for the first time.