Question: 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

Chapter 10: The Payoff of IDIC: Using Mass

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? (It's 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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