a well-known children’s toy manufacturing company

You work for a well-known children’s toy manufacturing company. You have been requested to identify if there is an opportunity to learn from practices of contemporary product innovation exploration and execution practices outside the company to improve the product success rate of the company. Your boss read about the approach by Lego in a recent high profile management magazine and requested you to identify if there is anything your company can learn about best practices of innovation and business development from Lego Mindstorms NXT and Lego Architecture product innovation and business development efforts. The Lego Mindstorms kit is as sophisticated robotics system that includes an intelligent ‘brick’, sensors, software and Lego pieces and allows users to make very sophisticated robots. Lego Architecture celebrates the past, present and future of architecture through the medium of the Lego brick. Read the following case studies: (i) The Development of Lego Mindstorms NXT and (ii) The Development of Lego Architecture.
Lego Mindstorms Rubic’s cube solver (1 min).
Lego Architecture video (2 min.) about a product example from the Lego Architecture product category.
Write a short report to respond to your manager’s request. The report must answer the following questions:
1. Use the business model canvas to illustrate and explain the Lego Architecture business model. What are the differences when compared to the Lego System / Lego City business model?
2. Compare and contrast the Lego Mindstorms NXT and Lego Architecture intrapreneurship and open innovation approach with the suggestions by Blank (2013), Onyemah, Pesquera & Ali (2013) and Chesbrough (2006).
3. Based on the Lego resources provided, identify who performs the A-to-F innovation roles for Lego City, Lego Mindstorms NXT and Lego Architecture. Your starting resources include: National Geographic video, an article by Koerner (2006) and the case studies listed above.
4. What are the risks involved in engaging external stakeholders (such as suppliers, retailers and users) in co-creation?
5. What are the prerequisites to make co-creation work?
6. What are the implications of co-creation for the roles of top management and middle managers?
References
Blank, S. 2013, Why the lean start-up changes everything, Harvard Business Review, Vol.91, No. 5, p.63-72. http://library-resources.cqu.edu.au/cro/protected/mgmt20128/mgmt20128_cro8855.pdf
Chesbrough, H.W. 2003, ‘The Era of Open Innovation, MIT Sloan Management Review, Vol. 44, No.3, p.35-41. The journal article is available on p.35 in the following collection: 2011, Top 10 Lessons on the New Business of Innovation, Sloan Select Collection, MIT Sloan Management Review. http://sloanreview.mit.edu/files/2011/06/INS0111-Top-Ten-Innovation.pdf
Onyemah, V. Pesquera, M.R & Ali, A. 2013, What entrepreneurs get wrong, Harvard Business Review, Vol.91, No. 5, p.74-79. http://library-resources.cqu.edu.au/cro/protected/mgmt20128/mgmt20128_cro8856.pdf
Koerner, B.I 2006, Geeks in toyland, Wired Magazine, February 2006, available on http://www.wired.com/wired/archive/14.02/lego.html
Support your arguments with relevant citations from academic journals, professional literature, practical examples and personal experience. Feel free to discuss your ideas in the course discussion forum, before you complete and submit this assignment. Upload your word report to the course website.
Assessment Criteria
Asseessment Two Marking Criteria (PDF)
Assessment Submission
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