Subject category:
Strategy and General Management
Published by:
INSEAD
Version: 08.2007
Length: 29 pages
Data source: Field research
Abstract
LEGO Group produces one of the most popular toys in the world. However, the business underwent a difficult restructuring process 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 The Factory, two products that have generated interest among adult fans of LEGO. This case investigates how a company can employ its user communities to enhance its innovative capabilities.
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Abstract
LEGO Group produces one of the most popular toys in the world. However, the business underwent a difficult restructuring process 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 The Factory, two products that have generated interest among adult fans of LEGO. This case investigates how a company can employ its user communities to enhance its innovative capabilities.