Co-Creation: The Lego Story

This Master Class tells the story of how the toy manufacturer LEGO moved towards an open model of value co-creation. We will explore LEGO's ecosystems and how its passionate users develop new ideas, experiences, themes and applications with LEGO. The story will spark reflections on how you could transform your organizations towards a more open business model, benefitting from the creativity and effectiveness of co-creation. 

Martin is an undisciplined mind: he received his PhD in Philosophy from the University of Vienna in 2002 and since has held positions in strategy, organization theory, marketing and design at Universities in Australia, Austria, Denmark, Sweden, the UK, and France. He’s also co-founder of a successful start-up in the brand and PR space which has been bought by WPP. With one foot in the library and the other in the laboratory, his research and teaching focus on the discovery of ideas and practices that stretch the imagination of managers and scholars alike.