Facilitating Co-Creation Experience in the Classroom with Lego Serious Play

Stephen Dann

67 citations0/0 files storedAustralasian Marketing Journal (AMJ)

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Management and Marketing Education Design Education and Practice Innovative Teaching Methods

Abstract

Lego Serious Play was founded within the Lego Corporation in the mid-90s as a response to an unusual problem why a company that sold creativity by the kilo was struggling for market share, profit and new thinking. Built from the ground up as a make-or-break proposition, the LSP process is an industry strength business solution designed to create conducive conditions for problem recognition, knowledge creation, and shared understanding. Based on these condition, and the 2010 open source licence of the protocol, this paper outlines the Lego Serious Play process, the history and origin of the method, and the seven principles underpinning its operation. The paper then outlines the adaptation of the LSP method from industry to academy, to showcase how to bring the technique into the classroom. Educators can use the step by step guide to construct a classroom activity that draws on Lego Serious Play to further promote key graduate outcomes of communication, creativity and shared understanding.

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References

2003Evolving to a New Dominant Logic for Marketing 1996Enhancing teaching through constructive alignment 2006The Service-dominant Logic of Marketing: Dialog, Debate, and Directions 2006Creating value-in-use through marketing interaction: the exchange logic of relating, communicating and knowing 2009Redefining social marketing with contemporary commercial marketing definitions 2007The service-dominant logic and the future of marketing 2001Ethics in Social Marketing

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2021Self-Leadership: A Four Decade Review of the Literature and Trainings 2022A meta-analytic review of gamified interventions in mental health enhancement 2020Teaching Scenario Planning in Sustainability Courses: The Creative Play Method 2018Designing Innovation Courses In Higher Education Using LEGO® SERIOUS PLAY®2020Exploring the role of physical prototypes during co-creation activities at LEGO company using case study validation 2023LEGO® Serious Play® in management education

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