Organizational Learning with Crowdsourcing

Question: Discuss about the Organizational Learning with Crowdsourcing. Answer: Introduction: Lego is a reputed toy manufacturing company that is known for accepting the changes in the toy industry after the financial collapse. The case study portrays the fact that Lego is known for its plastic brick products. The company has gain popularity in the market by its products in the growth of the global toy industry at 4% per year. It can be said that Lego is founded in Denmark with the wooden toys as the first product of the company (Rudd, Jaakkola Marshall, 2016). The capability of the company is known for its first plastic injection modelling machine. The automatic binding brick is the most popular product of Lego in its initial foundation days. Gradually it has been popular among the kids of the European countries. It has become more than a toy (Krush, Sohi Saini, 2015). To increase the capability of the company, the company produces various new forms of brick toys such as Duplo bricks in order to gain competitive advantage in the market. However, it can be said that the thr ee phase toy production process of the company is considered as the leading asset in terms of capability of the company. The molding phase is the first phase, the second phase is the decoration phase and the third phase is the packaging phase (Black, Tomlinson Korobkova, 2016). In another words, it can be said that the organic growth of the company is responsible for the growth of the company in the different parts of the world. However, the company has seen a phase in the global growth and expansion in order to decrease the cost of production of the toys. It can be pointed out from the fact that with the introduction of the different toys in the shelves of the retail. The company must check the demand of the market and the unmet demand of the market in order to explore new market as well as maintaining reputation in the existing markets (Kodish, 2015). Change in the toy industry is constant i.e. the trend of toy that the children are interested in playing are changing day by day. The trend of video games, play stations, etc. are in trend instead of the wooden bricks that Lego is selling in the market. In order to explore the new market, Lego should respond to the changes of the trend of toy in the market. The group of company has changed its structure of leadership and management in order to change the global product line of the company (Hollensen, 2015). The new marketing capabilities include the introduction of new product line like star war, Harry Porter, Winnie the Pooh and Friends, Lego Duplo collections etc. The projects like videogames are flourishing in the European countries like Germany. The financial pressure of the company has affected many of the initiatives taken by the company in terms of marketing of its products in the target market. Hence, increasing the product line of the company is responsible for the increased marketing capabilities (Schlagwein Bjrn-Andersen, 2014). References Black, R. W., Tomlinson, B., Korobkova, K. (2016). Play and identity in gendered LEGO franchises.International Journal of Play,5(1), 64-76. Hollensen, S. (2015).Marketing management: A relationship approach. Pearson Education. Kodish, S. (2015). Cultivating Relationships with Customers: The Social Media Challenge.Journal of Leadership, Accountability and Ethics,12(2), 81. Krush, M. T., Sohi, R. S., Saini, A. (2015). Dispersion of marketing capabilities: impact on marketings influence and business unit outcomes.Journal of the Academy of Marketing Science,43(1), 32-51. Rudd, J., Jaakkola, M., Marshall, G. W. (2016). Introduction to the Special Issue: Strategic Marketing-New Horizons in Theory and Research.European Journal of Marketing,50(12). Schlagwein, D., Bjrn-Andersen, N. (2014). Organizational learning with crowdsourcing: The revelatory case of LEGO.Journal of the Association for Information Systems,15(11), 754.