How does design revolutionize the LEGO brick?

Lego is a family business founded in Denmark in 1932 by an artisan carpenter specializing in the manufacture of wooden toys. Over the decades, the group has faced major strategic challenges, which resulted in the toy giant losing its leading position. Several times, the company has reconquered its market through rapid transformations of its business model. True to its values, Lego believes in the creativity of its users and employees and in their ability to define the characteristics of a new product. Lego mobilizes the three key elements of participatory design: the engagement of stakeholders in the design process; the creation of space for physical or digital dialogue to support imagination, creativity, and learning; and allowing divergence of opinion to create an unexpected resource. Transformations of the Lego business model are negotiated. These transformations are discussed in physical and virtual spaces, which allows for differences of opinion and the points of view of heterogeneous actors to be taken into account. Participatory design plays narrative, reflexive, and integrative roles at the same time. It promotes a renewal of efficiency impelled by the successive transformations of Lego's business model.

- Discover and understand what a business model is (Appendix 1 of the case), its evolution, and the roles played by the different elements that act on its transformations and efficiency.
Discover and understand the digitization strategy and its impact in the transformation of the business model.
- Discover and understand the key role of participatory design in the value proposition and its impact on new product development.
- Learn to analyze a situation, understand it, and synthesize it with the elements of the case.
- Work in collaborative modes using critical discussion and collective position-taking.
- Stimulate participants' thinking about the stakes of the user experience.

Business model - Digitalization strategy - Participative design

Bachelor's and master's students from business school and/or students in double-degree management-design or engineering-management studies

Manufacture of games and toys

- Examen case
- PPT: Debriefing (31 slides)
- PPT: Presentation (10 slides)

Année de la problématique : 2017-2018

Livraison : Livraison par lien de téléchargement

Nombre de pages : 12 avec 3 page(s) annexe(s)

Temps d'utilisation : 3h00

Code du secteur d'activité : 29 - Fabrication de machines et équipements