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1. One example of radical change was the opening of the organization toward adult fans, inviting them to take part in the co-creation of new products and games and at times even the fundamental ideas of LEGO play. In addition, they developed a much closer relationship to their big customers. Very often new ideas were generated by outside stakeholders, but had to be executed by the people from the LEGO Group.

a. What are the risks involved in engaging external stakeholders in co- creation?

b. What are the cultural changes necessary to make co-creation work?

c. What are the implications of co-creation for the roles of top management and middle managers?

Microeconomics, Economics

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