Building LEGO mindstorms communities
This case describes some further efforts undertaken by LEGO MINDSTORMS to develop both virtual and physical communities that not only connected its buyers to LEGO, but also to each other. The case raises questions surrounding the possibility of raising money from such partnership-based communities. MINDSTORMS focused its community-building efforts on three interconnected areas: 1) web forums on its website: www.legomindstorms.com, which included over 1,000 regular contributors; 2) the FIRST-LEGO League Robotic competitions–developed in partnership with the FIRST organization–which involved teams of children using MINDSTORMS in developing robots to meet given challenges; and 3) the development of LEGO MINDSTORMS Centers where children could go to have a preliminary experience with MINDSTORMS.
2000
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
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Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
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NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
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