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Brick by brick : how LEGO rewrote the rules of innovation and conquered the global toy industry

Author: David C Robertson; Bill Breen
Publisher: New York : Crown Business, [2013]
Edition/Format:   Print book : English : First editionView all editions and formats
Database:WorldCat
Summary:
In the 1990s, LEGO failed to keep pace with the revolutionary changes in kids' lives and began sliding into irrelevance. It took a new LEGO management team, faced with the growing rage for electronic toys, few barriers to entry, and ultra-demanding consumers, to reinvent the innovation rule book and transform LEGO into one of the world's most profitable, fastest-growing companies. Robertson reveals how LEGO looked  Read more...
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Genre/Form: History
Document Type: Book
All Authors / Contributors: David C Robertson; Bill Breen
ISBN: 9780307951601 030795160X
OCLC Number: 812255446
Description: xii, 305 pages ; 24 cm
Contents: Introduction : when the bricks click --
pt. I. The seven truths of innovation and the LEGO Group's decline --
1. Stacking up : the birth of the brick --
2. Boosting innovation : the LEGO Group's bold bid to keep pace with a fast-forward world --
3. Losing control : the scattered remains of runaway innovation --
pt. II. Mastering the seven truths of innovation and transforming LEGO --
4. Building an innovation culture : the return to core values --
5. Becoming customer driven : the rebirth of LEGO city --
6. Exploring the full spectrum of innovation : the Bionicle Chronicle --
7. Fostering open innovation : mindstorms, architecture, and the wisdom of the clique --
8. Attempting a disruptive innovation : aiming for the stars with LEGO universe --
9. Sailing for blue ocean : "obviously LEGO, but never seen before" and the birth of LEGO games --
10. Leveraging diverse and creative people : the Ninjago Big Bang --
11. Transforming LEGO : the rebirth of a brand.
Responsibility: David C. Robertson with Bill Breen.

Abstract:

In the 1990s, LEGO failed to keep pace with the revolutionary changes in kids' lives and began sliding into irrelevance. It took a new LEGO management team, faced with the growing rage for electronic toys, few barriers to entry, and ultra-demanding consumers, to reinvent the innovation rule book and transform LEGO into one of the world's most profitable, fastest-growing companies. Robertson reveals how LEGO looked beyond products and learned to leverage a full-spectrum approach to innovation.

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