In the 1990s, LEGO failed to keep pace with the revolutionary changes in kids' lives and began sliding into irrelevance. It took a new LEGO management team, faced with the growing rage for electronic toys, few barriers to entry, and ultra-demanding consumers, to reinvent the innovation rule book...

Purpose – The purpose of this paper is to offer learning from NetFlix's open innovation strategy to other firms considering implementing open innovation. Design/methodology/approach – This viewpoint looks at the case study of NetFlix. Findings – The paper finds four generalizeable aspects...