Back to search

Rebuilding LEGO through Creativity and Community

By Ha Thi Hoang,  Franck Brice
Published 21 Mar 2008
Reference 5459
Topic Strategy
Region Europe
Length 29 page(s)
Language English
Inspection copy
6.00
Add to cart
Summary

LEGO Group produces one of the most popular toys in the world. However, the business underwent a difficult restructuring in 2005-2006. To promote future growth, Henrik Lorensen, VP of Business Development, must decide whether to exploit communities that have developed around Mindstorms and Lego Factory, two products that have generated interest among adult fans of LEGO.

Teaching objectives

This case investigates how a company can employ its user communities to enhance its innovative capabilities.

Keywords
  • Innovation
  • User Communities
  • Corporate Entrepreneurship
  • Business Development
  • Strategic Alliances
  • RD0308
  • AR2008
  • AR0708
About the authors
Hoang

Ha Thi Hoang

Franck Brice


Recommended Cases

The LEGO Group's Alliance Ecosystem

By  Yves L. Doz,  Bart De Roover
Add to cart

  • Reference 6483

  • Published 24 Jun 2021

  • Length 11 page(s)

  • Topic Strategy

  • Region Global

Throughout the last 20 years the LEGO Group has nurtured and developed an eco-system of alliances with different partners in different industries. Ever since the late nineties digital game play has been growing exponentially, kids spend much more time on screens and the LEGO Group has to follow this trend by adapting its partnership strategy and approach.
    View case

    McDowell's Vintage Classic Premium Whisky

    By  David A. Soberman,  Ganesh Iyer
    Add to cart
    The case focuses on the launch of McDowell’s Vintage Premium Indian Whisky in the mid-1980’s (the dates used in the case are later and exchange rates and prices have been adjusted accordingly. The essence of the marketing challenge faced by the marketing manager is unaffected by the later dates).
      View case

      eBay International

      By  Soumitra Dutta,  Subramanian Rangan
      Add to cart
      eBay is by most measures one of the most successful pure-play Internet companies. It has been very successful in creating the world’s largest person-to-person trading network. Its future growth is being driven by entry into foreign markets (in Europe and Asia) and evolutions in its business models (such as the launch of fixed pricing).
        View case