Når forbrugere bliver producenter - En undersøgelse af 3D-prints påvirkning på LEGO: En undersøgelse af 3D-prints påvirkning på LEGO

Hans-Christian Bruus

Studenteropgave: Semesterprojekt


This paper investigates how the technology of home 3D-printing could be characterised as a potential disruptive technology and how the technology will impact the toy industry exemplified through an investigation of the company LEGO. We use various theoretical frameworks regarding disruption, disruptive innovation and business model innovation in order to legitimise the potential threat of 3D-printing. We examine the disruption of LEGOs business model and the possible countermeasures LEGO can initiate, in order to prevent the disruption by 3D-printing. The analysis illustrates that LEGOs business model will be disrupted on key strategic areas, due to a digitalisation, decentralisation and de-evaluation of key resources connected to LEGO’s current business model framework. This paper shows that business model innovation concerning all major areas of content, structure and governance is necessary, in order for LEGO to mitigate the disruption exposed by 3D-printing. This means that LEGO need to change fundamental aspects of their focal business model in order to survive the imminent disruptive innovation.

UddannelserVirksomhedsledelse, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato28 maj 2017
Antal sider44
VejledereAda Scupola


  • disruption
  • disruptive
  • innovation
  • lego
  • baiyere
  • christensen
  • business model innovation
  • dive