Rebuilding LEGO through Creativity and Community

Published 21 Mar 2008
Reference 5459
Topic Strategy
Region Europe
Length 29 page(s)
Language English

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.

  • Innovation
  • User Communities
  • Corporate Entrepreneurship
  • Business Development
  • Strategic Alliances
  • RD0308
  • AR2008
  • AR0708