Opening Up to Outsiders: Case Studies from Lego, GE, L’Oréal, and Haier

Companies that succeed with digital transformation open the company’s doors and windows to the outside world: consumers or users and temporary or contingent talent. By building user communities, companies can not only increase sales, they can also gauge users’ interest in new products, services, or features and test new innovations. Profiles of Lego, GE, L’Oréal, and Haier show how these companies have gained by opening up to outsiders.  

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