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Rebuilding Lego Group through creativity and community

Author: Brice, Franck ; Hoang, Ha ThiINSEAD Area: Entrepreneurship and Family Enterprise ; StrategyPublisher: Fontainebleau : INSEAD, 2007.Language: EnglishDescription: 29 p.Type of document: INSEAD CaseNote: Latest version available via https://publishing.insead.eduAbstract: 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. Pedagogical Objectives: This case investigates how a company can employ its user communities to enhance its innovative capabilities.
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Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>

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.

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

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