Digital Transformation Strategy: The LEGO Case
Tugba Gurcaylilar-Yenidogan * and Saba Gul**
Faculty of Economics and Administrative Sciences, Department of Business Administration, Turkey*
Faculty of Economics and Administrative Sciences, Department of Business Administration, Akdeniz University,Turkey**

Abstract: The purpose of this paper is to shed light on the digital transformation of LEGO and to figure it out in innovation-oriented growth decisions. To this end, the study here examines the transformation process of the company from diversification to smart specialization strategy in more detail. Besides, where digital architecture for toys requires many innovations at the same time, authors discuss what LEGO does to add value. More importantly, the typologies of innovation strategy elucidate the changes and improvements that foster digital transformation.

Keywords: Digital transformation, smart toys, corporate strategy, innovation, LEGO.