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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.