LEGO® Products: Building Customer Communities Through Technology Harvard Case Solution & Analysis

SALES & MARKETINGThis case get students throughout the development of the LEGO’s business model from the traditional product-centered “make and sell” model to a more customer-centered “anticipate and lead” model in which products are co-developed with the customers, and customers are leveraged as a central factor in the business innovation strategy.

It starts with LEGO's struggles in the late 1990s to 2000s, as did the raising alternative ways of electronic and Internet, as imitators and rivals posed dangers to LEGO -based play. LEGO posted losses for a couple of years, as well as the culture of the firm waned.

The case then takes pupils into 2013 from the early 2000s, a period by which LEGO underwent significant transformation, which started with a novel CEO, Joergen Vig Knudstorp. The case highlights the company's evolution through three lenses - its organizational development, community evolution, and technological evolution.

PUBLICATION DATE: September 03, 2013 PRODUCT #: W93C26-PDF-ENG

This is just an excerpt. This case is about SALES & MARKETING

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LEGO® Products: Building Customer Communities Through Technology

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