Digital Transformation Strategy: The LEGO Case

Gurcaylilar-Yenidogan T., Gul S.

JOURNAL OF ORGANISATIONAL STUDIES AND INNOVATION, cilt.8, sa.3, ss.36-55, 2021 (ESCI) identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 8 Sayı: 3
  • Basım Tarihi: 2021
  • Doi Numarası: 10.51659/josi.20.139
  • Dergi Adı: JOURNAL OF ORGANISATIONAL STUDIES AND INNOVATION
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI)
  • Sayfa Sayıları: ss.36-55
  • Anahtar Kelimeler: Digital transformation, smart toys, corporate strategy, innovation, LEGO, TECHNOLOGY, REVOLUTION, DESIGN, TOYS, PLAY
  • Akdeniz Üniversitesi Adresli: Evet

Özet

The purpose of this paper is to shed light on the digital transformation of LEGO and to figure it out in innovation-oriented growth decisions. To this end, the study here examines the transformation process of the company from diversification to smart specialization strategy in more detail. Besides, where digital architecture for toys requires many innovations at the same time, authors discuss what LEGO does to add value. More importantly, the typologies of innovation strategy elucidate the changes and improvements that foster digital transformation.