Table of Contents
2.0 Methodology (interpretivism paradigm) used in this essay.
3.0 Lego Overview.
4.0 Change and innovation process in Lego Group.
4.1 Change and innovation stage at Lego Group.
5.0 Change and innovation strategy in Lego Group.
5.1 Strategic Focus.
5.2 Shared vision innovative strategy in Lego Group.
5.3 Open innovation at Lego Group.
5.4 Digitizing change and innovation by using the online environments.
Lego Ideas: the main instrument for interacting with Lego customers.
Lego.com Create & Share Galleries: the creativity trigger for Lego customers.
Collecting, processing and analyzing customers’ ideas.
Assessing the results of involving customers in the innovation process.
6.0 Analysis of change and innovation management at Lego Group.
6.1 Co-creation in innovation: involving customers in Lego’s innovation process.
6.2 Change and innovation management at Lego Group.
In this work; the most important content is concerned with the change as well as the innovation of management in the various sections on the basis of the interpretivism paradigm. The discussion of the paper is concerned with a company name Lego and contains the management pattern of the firm. The process of controlling the threats as well as opportunities by Lego is also the content of the paper. Lego’s innovation patterns, sources, identifications and other related contents are described. Finally; the efficiency of the innovation for the wellbeing of Lego Group is described. The final part mentions the suggestions to Lego for creating well change and innovation management for the firm.
2.0 Methodology (interpretivism paradigm) used in this essay
According to May (2015), the interpretive paradigm is used to analyze the actual contents on the basis of subjective concepts. Additionally, it is a method of gaining knowledge about the world through implementing subjective experience. The analysts apply the meaning type of methodologies including interviews and observation methods. According to this method; there is a subjective connection between the researcher and the subjects of the analysis. The dependent and independent variables are not the main concentration of the interpretivism paradigm. This paradigm illustrates human behavior in various situations. The interpretation of social aspects is the main factor of this interpretivism paradigm. The theory is not developed through this interpretivism paradigm but gives an interpretation of the pre-theories on the basis of judgment. According to Wilson (2014), interpretive is used in the theory of design and data collection; iterative data collection and case study outcome. This paper is connected to the iterative data collection and interpretation of the data.
3.0 Lego Overview
In the Toy industry; Lego is one of the best firms in the national and international area (Lego, 2018). Only the best is good enough is the main slogan and vision of Lego. The main customers of Lego include children and they give more importance on the preference of children. In the USA and European markets; Lego has implemented several strategies for increasing the selling amount of products (Hadida, 2016). Lego has started the continuous improvement of the quality of the product and launched a franchising business in the Caribbean market. Mikkola (2016) stated that the new innovation for Lego is concerned with high risk because most of the time, Lego had failed to gain success.
4.0 Change and innovation process in Lego Group
4.1 Change and innovation stage at Lego Group
In the case of Lego; the innovation contains 4 sections or stages. The first one is Business that includes a method of selling and model of business; the second one is the product includes the product supplying platforms; the third one is communication with the stakeholders; and finally the core & enabling processes (Cherbourgh, 2017).
The innovation better innovation process helps to minimize the time of developing new changes of Lego from 36 to 12 but increases the productivity (1 or 2 to 8 or 9).
5.0 Change and innovation strategy in Lego Group
5.1 Strategic Focus
Lego has applied several key strategies for the better management of change as well as innovation of the firm. The Lego Group had faced several crises in the development of new designs and innovations of the firms’ operational activities. At this; the Chief executive officer and senior managers had applied the strategies in the USA, European and Caribbean markets. The product development strategy and communication strategy are applied in the international market area for increasing the interaction with the potential customers.
The above figure stated the incremental strategy of Lego. In the change and innovation strategy; Lego has firstly designed the new thing; after that collects responses from the customers and finally adjusts the feedbacks with the next design of the products (Mintzberg, 1987). The proper strategy of changes and innovation helps Lego to eliminate the threats and challenges of the global and domestic market and helps to hold opportunities of the market. Therefore; the main strategic focus of Lego must be based on the market situations and the customer’s preferences.
5.2 Shared vision innovative strategy in Lego Group
Lego has a vision of gaining market leadership all over the world. But it is not a simple and easy task because the market is full of challenges and uncertainties ((Jeppe & Morten, 2015). Lego has also faced challenges and uncertainties and this firm was bankrupt because of its lower cash level. Lego could not gain the favorable environment of the toy industry because of competition and pricing competition. However, these challenges may help Lego to reform the market strategy for a longer period on a changing and innovative basis. The year of 2004 was the turning point for Lego because this year was produced the most positive outcomes. For the minimization of challenges and attainment of future innovative outcomes, Lego has developed a shared vision strategy including three steps…………………