Product details

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Published by: INSEAD
Originally published in: 2007
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.
Location:
Industry:
Size:
4,922 employees
Other setting(s):
2003-2006

About

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.

Settings

Location:
Industry:
Size:
4,922 employees
Other setting(s):
2003-2006

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