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Your are now here: Home News LEGO LEGO laat de consument innoveren

LEGO laat de consument innoveren

Mindstorms zijn kleine Lego-robots. Ze zijn Lego's bestverkopende product.

Mindstorm is de innovatieve propositie van Lego. Interessant: juist die innovatie besteedt Lego uit aan haar consument. In vaktermen: CDI, Consumer Driven Innovation.

Zo heeft Lego het Mindstorms User Panel (MUP). Dit wordt gevormd door Lego fans. En daar verzinnen ze nieuwe Lego-producten.

Lego heeft ook het Lego Factory programma. Dit is een online tool waarmee iedere consument een virtueel Lego-model mee kan bouwen. Deze kan vervolgens als echt model worden besteld.

Een grote gok, want Lego is met haar innovatie daarmee afhankelijk van buitenstaanders. Lego hoopt zo enerzijds met producten te komen die sneller en beter op behoeften inspelen.

Maar het probeert ook een hechtere band met consumenten te creeren. Of, in haar eigen woorden: "Inviting customers to innovate isn't just about building better products. Opening the process engenders goodwill and creates a buzz among the zealots, a critical asset for products like Mindstorms that rely on word-of-mouth evangelism..."

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