Lego Case Analysis
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Transcript of Lego Case Analysis
Lego and Open InnovationJennifer Ko, Jenny Quach, David Tamayo
Shinichiro Yamamoto
• Main Takeaways• Open Innovation• Key Successful Factors• User Innovation
• Lego• Idea Scout and Idea Connector• Open Innovation Examples• Conclusion
Outline
• Identify customer needs, wants, demand• Enhance product quality and variety • Cultivate community, loyalty, and engagement
Open Innovation
• Rules and expectation management• Collaboration and dialogue• Win-win situation• Role of company and participants • Organization and company culture
Key Successful Factors
User InnovationU
ser R
elati
onsh
ip
Time
Mass Marketing
Community Marketing
User Innovation
Diversification
Open Innovation
Lego and InnovationU
ser R
elati
onsh
ip
Time
Mass Marketing
Community Marketing
User Innovation
Idea Scout and Idea Connector
Interaction
Optimize the Innovation Process
Ideation Idea Selection
Idea Diffusion
Idea Scouts Idea
Connectors
Open Innovation
Purpose of Product Role of Participant Type of Reward
Need Professional Extrinsic
InnoCentive
Dell
Lego
Starbucks
Want Fan Intrinsic
Recap
• Open innovation is important because it– Identifies customer demands– Enhances product offerings– Creates a loyal and engaged customer base
• Open innovation is successful when it– Is clear about its rules and expectations– Collaborates with a variety of communities– Ensures a win-win strategy
Thank You!
Questions