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CONTEXT
In 2004 the LEGO Group started its
seven-year strategy Shared Vision
aiming to rebuild the company and
revitalise the LEGO brand as a
synonym for creative building fun and
role play. Shared Vision underlines the
continued importance of focusing on
building a profitable and sustainable
business platform for the Group’s
future development.
OBJECTIVE
Based on Shared Vision the LEGO Product Embedded in LEGO’s overall
Marketing Department (PMD) needed development process, the
to define a more holistic approach to objective of Design for Business
innovation. This necessitated moving away (D4B) is to ensure that all project
from a predominantly product focused & design activities are supported
approach while maintaining a design by a real business case.
focus. This serves to professionalise the Proposed solutions should be
department, leading to more efficient use of assessed for financial feasibility
project & design resources and increased before being adopted.
effect of the offerings in the market.
specifically
INNOVATION MODEL relevant for