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Part 1: Class Discussion
Apart from the week 4 readings, please read the case on LEGO® Products: Building
Customer Communities Through Technology and additional article (The new frontier of
experience innovation). You may also watch the following video clip: LEGO Story—How it
all started.
Questions to consider:
• What does LEGO produce? What does a customer buy?
• What makes LEGO Group unique?
• Despite focusing on innovation, why LEGO group faced financial losses from 1998 to
2004?
• Why did LEGO encourage a customer-oriented organizational culture?
• What were the key issues surrounding LEGO MINDSTORMS?
• Can you name eight key competencies of the Competency Model, which was introduced
in 2007?
• How did web-based communities help in creating innovative ideas?
• Why and how has LEGO Group focused on efficiency in all business processes?
• What was the objective of the customer-centric business model?
• What are the advantages and disadvantages associated with the customer-centric
business model?
Part 2: Workshop for Group Work
During this week’s tutorial workshop, each group will work on creating personas/user profile.
Use the template to work on your persona of your company. Further instructions will be
provided during the lecture/tutorial this week.