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Lego Group
USER INNOVATION CLASS

LEGO Case Study

Simone Grancini Giovanni Giuseppe Savini
HS 2010

User Innovation

1

AGENDA
 The Company, analysis  History  Today  Tomorrow  Collaborative Innovation  Theory, evolution  Tools  Lego User Innovation Strategy  Lego Board Games  Lego “Design By Me”  Costs and Benefits  Q&A
HS 2010

User Innovation

2

LOGIC BEHIND ANALYSIS
 History presentation structure:
Focus on main learning points under:

Product Development perspective

Growth perspective

HS 2010

User Innovation

3

HISTORY (1/3)

PDT DEVELOPMENT PERSPECTIVE

 Founded in in 1932 by Ole Kirk Kristiansen and it is based in Billund, Denmark • 1935: The LEGO Duck • 1936:Numskull Jack on the goat • 1946: Wooden bricks with decorations • 1947: Plastic ball for infants • 1948: A game of Tiddlywinks • 1949: The LEGO Automatic Binding Brick with four and eight studs. • 1951: The plastic tractor (Ferguson) • […] • 1958: the Lego brick • […]

In the initial phase the focus of the company was on traditional toys

A new product is introduced into the market every 4/5 years

First Lego brick

t
HS 2010

User Innovation

4

HISTORY (2/3)
• 1964: Lego model cars • 1966: Lego train • 1967: DUPLO® brick • […] • 1976: Harley Davidson motorcycle • 1983: figures with movable arms and legs • 1994: Lego pirates line • 2000: Lego studio • […]

PDT DEVELOPMENT PERSPECTIVE

Focus on transports means models Innovation on Lego brick

New focuses of company

t
HS 2010

User Innovation

5

LOGIC BEHIND ANALYSIS
 History presentation structure:
Focus on main learning points under:

Product Development perspective

Growth perspective

HS 2010

User Innovation

6

HISTORY (3/3)

GROWTH PERSPECTIVE

(Number of Employees) Avg = +41 employees/year Avg = +2098 employees/year

HS 2010

User Innovation

7

TODAY’S FACTS
 The growth signalized by the number of employees is also reflected in the financial facts

TOMORROW (1/3)
Focus on growth 1. Increase
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