Question: Chapter 10: The Payoff of IDIC: Using Mass Customization to Build Learning Relationships How will Lego practice mass customization? To think about mass customization for

Chapter 10: The Payoff of IDIC: Using Mass Customization to Build Learning Relationships

  1. How will Lego practice mass customization? To think about mass customization

for Lego, consider:

  • Who are the customer types for Lego? (Think B2B.) Who are the MVCs? The MGCs? The BZs? (See Chapter 5.)
  • What are customers buying when they buy Lego sets? (Its not toy building bricks.)
  • If customers buy packages of Legos to resell, what else do they need? What is their expanded need set?
  • What is the opportunity to lock customers into a Learning Relationship and build share of customer for Lego?
  • Is there any opportunity, ever, at all, for Lego to build Learning Relationships with any end user? How and why?

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