Digital Transformation Strategy: The LEGO Case
JOURNAL OF ORGANISATIONAL STUDIES AND INNOVATION, vol.8, no.3, pp.36-55, 2021 (ESCI)
- Publication Type: Article / Article
- Volume: 8 Issue: 3
- Publication Date: 2021
- Doi Number: 10.51659/josi.20.139
- Journal Name: JOURNAL OF ORGANISATIONAL STUDIES AND INNOVATION
- Journal Indexes: Emerging Sources Citation Index (ESCI)
- Page Numbers: pp.36-55
- Keywords: Digital transformation, smart toys, corporate strategy, innovation, LEGO, TECHNOLOGY, REVOLUTION, DESIGN, TOYS, PLAY
- Akdeniz University Affiliated: Yes
Abstract
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.