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