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Analyzing LEGO Group’s Strategic Initiatives and Market Position

Aug 3, 2023 | 0 comments

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Aug 3, 2023 | Essays | 0 comments

1. Introduction

The LEGO Group was started as a family business in 1932. Originally, the company produced toys that were wooden in Denmark; however, the company adopted the creation of LEGO bricks that were plastic which the Forbes termed as the “Toy of the Century”. Even though the organization has been subjected to various financial difficulties in reference to the past, the company is presently the second on the ranking list in toy manufacturing across the world. The company’s product core has not undergone a change in the past years, although the product portfolio has developed to cover theme parks, apparel, and video games. The main goal of the LEGO Group is to develop children imagination by supplying products of high quality. Notably, the LEGO Group raised its revenue in 2012 by 25 percent to 2,549 million GBP (Green Bay Packers), which is approximately 2007 sales by a triple mark (Graupp et al, 2017, 67). This is a fifth representation of the consecutive year that the LEGO Group provided in every year growth through a 15 percent excess.

Worth noting, the LEGO Group requires a large and strong distribution network in order to minimize huge amount money needed to pay, as well as maintain the brand mane and high capital which is crucial in maintaining the competitive advantage, geographic factor, and advanced technologies in succeeding in the global market. Currently, the pressure directed to the company is high in regards to substitute’s threats due to the lower product quality that has highly increased. Additionally, the creation of many companies that produce toys makes the market so complex, none for reducing the production cost.


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Company Life Cycle

Currently, LEGO Group has employed modern technology that is developing and improving very fast in recycling the materials to reach the suppliers through a simplified life cycle. Below is an example of the organizations simplified life cycle.

2. External Environment

The industry for making toys has developed at a steady speed of 4 percent yearly, whereby the wholesale revenues have reached $83.4 billion considering the year 2010. These data highlight the attractiveness and stability of the industry, nonetheless, there are possibilities that demand may fluctuate as a result of fad toys and due to different toy industry categories. Worth noting, the various categories of the toy industry are many although they are not entirely limited to making dolls, sports, and outdoor toys as well as youth electronics, where every category is developing at its pace. However, there exists a main trend that influences the toy industry viability such as the rise of fad toys and the declining life cycles of the products, unscheduled pay time for children, and the toys demand to switch to electronics. These occurrences are raising rivalry among companies. Significantly, the main toy industry downfall is that it is wholly a seasonal business having most of the sales happening around the second half of the year at Christmas. Furthermore, LEGO Group is susceptible to the common economic circumstances since toys are not regarded as primary need commodity, thus, they are often overlooked in situations of low income. In overall, the industry has faced both negative and positive features.

Analysis of the General External Environment using the SWOT analysis

Strength: The middle-class industry has developed in terms of size and it is anticipated that it will keep on growing in next more than 20 years across the world. Particularly, this growth is predicted to happen within the region of Asian-Pacific, where two-thirds of the worldwide middle class will be residents of the region. These developments have resulted in improvements to the LEGO products, thus gaining popularity and competitive advantage to the customers. The business improves the domestic market economy as well as the external market across the world, for instance, the United States has given big opportunities to the LEGO Group products and the other companies making toys (Lundholt, 2019, 32). Remarkably, the company is investing most of its time and efforts to make sure that the commodities they sell to their customers are certified so as to cause limited environmental problems. In achieving this, the organization has employed some strategies that emphasize on declining the number of pollutants and hence create a suitable environment.

Opportunities: In making sure the products of LEGO Group easily enter the market without being subjected to any difficulties, the organization needs to look for a political situation as well as other issues associated with the sector of politics. Notably, many advantages will be realized in a case of a change in the political environment which will affect the rule associated with the company operations. Moreover, the firm has invested a good sum of money in managing their waste system in protecting the environment particularly around the factories of the company (Graupp et la, 2017, 45). In making sure that the company name, as well as the customers are not lost, the organization does not involve an instance that will lead to breaking the laws of the international or local market. Hence, all the companies under the LEGO Group ensure that they practice all the laws and rules in regards to the market trends where all the company’s transactions take place.

Threats: LEGO Group is putting efforts to launch and develop the end products to the market and ensure that the public and the community will accept buying their products because it is being given a rough competition by other companies. On top of this, the company wishes that their services attract many customers with unique factors in the community.

Technological: Remarkably, this is the most vital forces to most industries dealing with toys. In having a good product and new innovations, LEGO Group has incorporated new technologies that are an improvement of the previous ones in order to achieve a competitive advantage with other companies with similar products. To achieve this, the company ensures that they get all the updates taking place in case adjustments are needed.

Weakness: the LEGO Group is faced by opportunities, threats, and forces as part of the external environment that affects the operations of the organization. The opportunities affect the company in that many different material types and various factors, for example, films and movies play a crucial role in improving the LEGO toys. For instance, sometimes toys can be made based on famous movies worldwide like the Star War, the Spiderman, and the Avengers. This makes the products of the LEGO Company to have its major markets in the United States of America and Europe, nonetheless, the organization has a chance of opening branches in many countries for new markets across the world like South America, Asia, and some nations in Africa.

Analysis of the Porter’s five forces of Competition

The five forces for LEGO Group are explained below:

Threats: Currently, The threats to the LEGO Company is the modern technologies are developing and improving very fast, and the company has to advance its technology to match with the new technology because some children prefer watching the Television or playing games from the computer with imaginative and colorful scenes instead of playing toys of the traditional make, for instance, the LEGO bricks. The modern technologies substitutes in the industry of toys are pronounced thus affecting the organization business. Furthermore, some nations are poor, which makes some of its natives overlook buying toys rather spend the money on basic needs. This is the case of some states in Africa (Andersen et al, 2018, 53).

Most importantly, LEGO Group is facing threats from new entrants in which a large and a strong distribution network is needed and thus if the organization does not incorporate strong networks of distribution, it will be forced to invest a lot of money in paying transportation fee and other movement fees for their products around the world, although in some cases the products may not reach their final stores or customers. The firm is forced to invest high capital in entering the market as well as meeting the requirements for high-level investment substantiality. Thus, the company is forced to invest a lot of money for competition when they are first-timers in the market. Keeping the LEGO Company brand name is crucial primarily for the competitive advantage when the firm is visiting the market, which makes other companies with similar products have to make improvements on their brand value so as to have effective competition. Advanced technology is among the many barriers that lead to various difficulties to competitors and new entrants when they visit the market. In this case, all the company technologies must be developed for the company to get competitive opportunities with other companies in the market. The geographic factor is an issue that needs many considerations because the common competitors have a better location and place at the place in allocating their stores and factory in the different markets. Consequently, this is the main challenge for fresh entrants and comers, since they have a disadvantage in the competitive field because they have competition with others who have already established good places for their factories, department, or stores in running their competition and business.

Importantly, LEGO Group is faced by substitutes’ threats, whereby the pressures are so high from substitutes in the overall toy companies. Remarkably, substitutes can be anything starting with outdoor sports, traditional toys, or computer games. This is because children often lose interest very fast, switching to substitutes. Again, producing commodities with the lower quality compared to other companies with similar products can be the main cause of why the customers may fail to change from LEGO products to other different products (Lundholt, 2019, 87).

The rivalry level is another determining factor where the LEGO organization takes a strong place in the huge industry of toys having few rivals. Notably, the organization posses a strong brand name and loyalty on its customers as well as the firm being at the top position in producing high product quality and premium price charges. Further, LEGO has achieved the advantage of establishing a favorable communication with parents in that parents a confident enough to allow their children to play with traditional toys rather than the children spending the playtime watching the Television and playing video games. The buyer’s power is another external environment of importance because customers pose very high pressure when making a choice on switching the costs between alternative toys of traditional make as well as other substitutes like TVs and computer games. Still, the products of the toy are very crucial to customers under circumstances that the commodity is maintained at an acceptable price and good quality just like the LEGO toys, which makes the customers, be loyal to the organization products and the customers will be willing to invest to the products. Besides, the suppliers’ power in which most of the products of the LEGO are made from plastics, limits the number of customers for their products, which calls for the organization to think about involving different materials in making their products in order to have a diverse distribution advantage to avoid being dependant on a single supplier (Graupp et al, 2017, 67).

3. LEGO Group Strategic Capabilities using the VRIO analysis

This image is explained below

A strategic capability is defined as the ability of a business to incorporate all the skill, resources, and capabilities in gaining a competitive advantage, and hence increase and survive its quality over time. Remarkably, LEGO Group strategic capabilities are many and diverse. To start with, the company has developed a quite huge toy market portion in the business industry, for instance, in the United Kingdom; it has made more than 8.3 percent, which has made it occupy a recognizable position among the toy producing organization particularly in Britain. Noteworthy, the organization has enough support and strength to keep on increasing the next period of sale revenue. The LEGO Company has a past long history of making various types of toys, which make the firm have a high competitive advantage. Additionally, the toys made by the LEGO Group have the suitability advantage specifically to children by bringing an educational meaning to them. Moreover, the business has established a good website that is helpful, attractive, clear, and colorful for customers on visiting the firm’s website.

Markedly, the strategic capability of the LEGO Company is making the company try in investing funds in opening different markets across the world. This will make the company raise the number of sales, particularly in the U.S. due to the fact that they have realized there potential opportunities for growth in the markets. Furthermore, Asia and Eastern Europe are examples of regions where LEGO markets have rapidly grown, making the company want to harness more revenue from these regions. Besides, the LEGO organization is looking forward to opening and expanding more of its activities that focus on its customers; the kids as well as their presence in helping and understanding what the little customers need. They have realized the importance of understanding the customer needs since their targeted customers are kids having varying ages, who are very fast to persuade and attract, although the same children are fast in changing their mind in regards to their choices on the site of new toys that are colorful and beautiful than what they already have. Still, the organization is making improvements on the online strategy by building fresh websites that have attractive designs and colorful makes particularly for children, thus developing online activities and online stores, for instance, online games for children.

Value Chain and Value System of LEGO Group

Value chain and system helps an organization in examining its strategic opportunities, product value analysis and identifying future decisions and cost position. In the case of LEGO, the products always popular and new that are made of materials to improve the toy quality. Considerably, the organization often focuses on popular superheroes or characters in comic books and films like the Spiderman, the Caribbean Pirate, the Star War, the Ninja, or other differentiated activity programs based on ages. This strategy capability has turned out to be very successful in targeting children since it advances the products’ attractiveness to their customers. Nonetheless, even though the LEGO products are primarily designed to cover the needs of children, they have realized that adults have developed high interest and become their big users to their products who highly invest more of their money to their commodities compared to children. For a fact, the products’ prices from the LEGO Company is not very cheap, hence they require to produce goods to satisfy the customers, who purchase toys for their children. In achieving this, the company has started making a connection with other better companies to improve their relationships with them and has highly become very successful through this plan (Andersen et al, 2018, 90). Moreover, the company has incorporated a strong strategy in social media that has highly advanced the success of the LEGO organization currently. In reference to the strategy, three simple points have made the company to achieve success whereby they focus on looking past the targeted customers, giving high support to the present fans, and finding what really works and hence replicating it.

4. Business or Corporate/ Diversification Strategies of LEGO Group (Stakeholder Analysis (the Power/ Interest Matrix)


This figure for LEGO Group is explained below;

In considering LEGO Group business strategies, which is fully based on the success achieved by the organization, specifically, the LEGO Movie, that grossed a huge amount dollars across the world and became the fifth most grossing film in the U.S. that year, the toymaker company has then produced more TV series and films such as the Lego Ninjago Movie and the Lego Batman (Lundholt, 2019, 76). Although bricks still remain the main focus of the mission of the company, it has diversified in other terms where it has included theme parks, gaming, and clothing. The production of different product types to cover the expectation of kids who are at the era of the multidimensional world which makes them used to operate with multitudes of various touch points that are their favorites. These are because the children want to view things online, engage with various apps, play games, and be able to see other children unblocking the building and product in something. These calls for a holistic exposure making the company get ideas in developing the multitude of varying touch points.

Additionally, the LEGO Group has invested in marketing that has turned it to be the most preferred toy making company, which is the main priority to date. This will be achieved by ensuring that there are few hierarchical teams to make sure that decisions are made faster and emphasize on data analytics in measuring the marketing campaigns impact. LEGO Company success primarily depended on the marketing strategy, which is the core part of businesses that are privately owned operate. The marketing team and the marketing CEO conduct entire commodity portfolio, social channels, content, communication, and product experience in conducting the marketing campaign, which is very important to what is found in the markets. Still, LEGO has diverse materials as a form of diversification advantage. This is because it has different piece types ranging from accessories and tubes like swords and wheels making it possible to make million building connections using just a few bricks of similar color. For example, there exist 12 modules of manufacturing, where 65 are molding machines, developing a million pieces since the company is autonomously run (Graupp et al, 2017, 98).

Worth noting, the fans of the products of the company sometimes take a two-day inside tour for the LEGO group at their will, which shows how the organization is mission-driven having a family that is clear on the firm’s mission is inspiring and developing the future builders, to reach many kids with much dedication. The company clearly states that it does not emphasize on making more kids, but insists on the educative value of their products. This is because the company is focused on problem solving and collaboration, and acquiring different skills to will be of help to the kids to be successful and stronger worldwide. Alternatively, the organization has started a foundation that develops education in early childhood.

Furthermore, the company’s diversification strategy has given the benefit to anyone to pick up pieces of LEGO and practice the imagination regardless of their ability or age, which will incorporate the use of content that is user-generated that, will be valuable to the firm. On top of this, the company always make sure that it protects its brand, even though it has given chances to external creators and fans while maintaining its policy as they work with different corporate. This is achieved through the organization making sure that all their products adhere to the brand’s values and brings the brand into real imagination that protects the company name. This is due to the fact that the company allows every stakeholder to work on what they are best at doing.

Moreover, the LEGO Company makes sure that they taste their products before releasing them to the market in order to be sure of what they give to their customers. For example, it has a brick pit play, a bricks’ waterfall and a giant creativity tree, with many high floors, which enables guests to develop a fish from LEGO, carry it to a station for scanning, make additions of eyes as well as other features before they make its first appearance as a digitalized version through a giant tank fish, in which it is subjected to different emotions. Additionally, since the play nature has developed with the advancement of digitalization, competition has as well come in various forms, not only on the products but on how the children make decisions of spending their time as well as how the lifestyle have currently changed. This has created a diversification strategy where technological advancement has turned out to be an integral part of the organization, an experience that has been playing for many years. For example, the programmable robots of different ranges have been used for many years. The change in lifestyles has resulted in online community LEGO life specifically for children with many members, with the core goal for the kids is uploading pictures from their own imaginative creations.

Despite the LEGO life online society, there is the LEGO boost recently launched that allows kids of less than seven years attach the toys from the LEGO company to sensors for the toys to be programmed in response to talk and even movement. Besides, the organization is trying to compete for YouTube influencers’ attention matter through developing a set of LEGO. Nonetheless, the problem is on how to get in the YouTube influencers stream and have to really make creative collaborations in making playing as part of life. However, although the company has incorporated competitive diversification strategies, it has at times succumbed to the lifestyles advancement threat. On the other hand, it has remained to be the most loved by many people who are mainly due to the fact that it has changed its working speed resulting to more power in making decisions, act faster and become more creative.

5. LEGO Group Platform Creating Strategic Gap

A platform strategy involves employing an approach to enter a market that revolves on the responsibility of giving allowance to platform members to benefit at the presence or expense of others. Notably, in the traditional strategy of competition, it is commonly assumed that consumers have the mandate of determining their pay willingness for a service or product independently. In the case of LEGO Group, the platform strategy entails making considerations on issues like business models, sustainability, and politics. Remarkably, in instances of thinking of interoperability and toys, the only idea that crops in the mind is LEGO, specifically, a set of building block, working on the interoperability idea. A few main components make the infrastructure while the other different components are attached to compliments. In any case, a child becomes entrenched fully with the basic infrastructure; the organization is in a position to sell the kid’s complements (Andersen et al, 2018, 67). Most importantly, from the perspective of LEGO, you only require a set of Lego materials to establish a kid entrenchment. Hence, every LEGO set subsequence is interoperable through a manner the value of possessing multiple sets of Lego, particularly those having widely diverse non-linear scales, scope, and themes is the determining factor. LEGO Group has realized various benefits from self interoperability. In this regards, the organization believes in the internal APIs philosophy that means plug points; nonetheless, it does not try much to be a non-LEGO set interoperable. Consequently, there is a quite fragmented players’ market, all building on a closed world of interoperability.

Besides, LEGO has done another thing in a brilliant way by selling its dreams instead of building blocks. Although there are generic sets, various layout sets have recipes that allow for things to be collected together. This is because some goals need unique complements that are highly valued by kids. Resultantly, some children create a market for alternatives for the Lego blocks barter. For a fact, LEGO has just adopted the innovation of selling dreams, since in the past, things were not the same, and however, there is still a vibrant market for barter of particular LEGO blocks, whereby a market alternative for barter is an efficient form of driving the organization dreams. Likewise, the infrastructure of LEGO and the component layers, as well as the hot wheels of the organization, has created a distinction in the company (Lundholt, 2019, 98). The tracks for racing, which are the hot wheels, are the infrastructure, and the cars act as the complements that work hand in hand with the racing tracks. These brands use the platform strategy in interesting forms in that, the infrastructure, which is the tracks for racing are interoperable across the sets of toy and tracks from an easily set plug and plays with other sets of toys.

Again, the cars, which are complements are interesting due to the fact that small car design variations create ownership desire for more cars without forgetting that cars do the lending to barter alternative market in a better way than only building blocks. Resultantly, in case a child purchases a set of Hot Wheels, a set of starters are designed to be made of a car with a combination of racing track, hence, there is an increase in non-linearity in value each time a child buys complementary tracks or more cars. Without regarding blocks, tracks for racing turns out to be more interesting after being arranged in many complex connections to make multiple sets ownership highly desirable. Additionally, all this blocks a built in a similar way as a walled garden, creating a high complementarily and interoperability degree between products of brands although low complementarily and interoperability with other product brands are made possible. This situation especially becomes interesting when one revises it more and enables interoperability not only as a physical layer as well as in a digital layer. For example, Toy brands just like Barbie are dolls that are connected to building a cloud that is intellectual but again interoperable as other dolls (Graupp et al, 2017, 45). In a similar way, before a full earnest of driverless cars hitting the road, cases of driverless cars have by then been appeared toys set through Hot Wheels. Once toy digitalization will be incorporated, their operation, and their context, there will be a possibility of creating an augmented set up in reality that kids will be in a position to play in real life and as well have a practical life with invariable feedback between real life taken actions and the virtual world.

In reference to the LEGO Group platform strategy, there are set of interesting observations specifically, for various industries to incorporate complementarily of products and increase the usage of augmentation across physical and digital worlds, which is practical on the other industries. For instance, home appliances previously not interoperable, regardless of coming from a similar brand, can be made interoperable through the use of connectivity and data. Considerably, as the world turns out to be much connected, the products used must get interoperable. This is in return the companies’ extent of property, licensing, and standards collaboration that determines future scenario forms emerging in the space.

6. International Strategy Analysis through the use of Porter Diamond Analysis

In achieving the international strategy of the LEGO Group through innovation strategy and in the digital competition face, the journey of LEGO has been subjected to a lot of difficulties in defending their markets. With revenues decline by 8 percent in 2017, and the layoffs totality of about 1400 members, a fresh growth strategy for LEGO in competing required being employed (Andersen et al, 2018, 90). When subjected to the above pressures particularly in 2003, LEGO responded by offering new products variety like theme parks and computer games. Nonetheless, these new innovations led to unintended consequences that added complexity to the customers, LEGO inventory challenges, and retailers supply delays. Notably, the famous turnaround strategy for LEGO resulted from associating with an expansive base of customers. LEGO made utilization of the Future Lab in developing low-cost, low-risk innovation techniques resulting in minimum feasible prototypes rapid creation.

The organization’s goal was generating customer feedback through small scale basis before employing substantial investments, illustrating the philosophy of LEGO that states that “individual does not have to work for them.”In furthering the practice, the firm initiated, LEGO Ideas that was an online platform for crowdsourcing, giving a chance to the customers to vote and share ideas to wanted to see as an addition to the line of product. These ideas yielded many annual suggestions, involving social media in generating actionable data. Emphasizing on products to be sold, LEGO got the opportunity of reaching new fans through its brand awareness and physical footprint extensively. Notably, two efforts that were successful were the LEGO Architecture through iconic sets building that raised the popularity of LEGO among adults as well as LEGO friends, hence, increasing the presence to female. Thus, through the use of Porter Diamond analysis, LEGO Group was able to accomplish its goals in stimulating competition among domestic organizations.

The Porter Diamond image is explained below;

The international strategy of the LEGO Group was mainly through open innovation in understanding the firms’ next development phase. The organization is incorporating a strategically open innovation in increasing its worldwide global footprint, widening its targeted audience as well as defining its long-term strategy of production. On a short-term basis, LEGO is focusing in expanding to China through Tencent partnership in the creation of safe children digital platform, which will allow LEGO to examine with digital across the region where there are digital success experiences. In its stores at Shanghai, LEGO is initiating its special “ Shanghai Future” products. Through the utilization of a launch on a small scale, LEGO gives four various spaces for customers in building their personal future city, that will generate immediate feedback. Furthermore, LEGO is using the Indiegogo Enterprise, which is a platform of innovation validation of testing ideas in pilot projects, like the LEGO FORMA, that targets adults in search of a creative pathway. These pilot projects are operated in limited crowd-source batches, to fast iterate and determine demand (Lundholt, 2019, 89).

Regarding the long-run basis, LEGO is trying to develop a digital world and traditional toys bridge in laying a foundation for the connecting ground. This middle ground is the red Duplo LEGO train, a chance of testing the product market appetite that gives connection, with an alternative mobile app. Regardless of the toys and bricks, LEGO has tried to experiment with various digital play experiences, for example, the LEGO life, which is a child network through social media and the LEGO Fusion, which is a virtual app of the mobile as well as movie varieties, LEGO playground themes, and television series. Initially, the entry of LEGO in regards to the digital category has majorly failed, despite the fact that later innovations have achieved commercial success.

7. Strategic Options through the use of Cultural Web AnalysisThe figure is explained below;

Primarily, the cultural web analysis for the LEGO Group will entirely involve recommending some strategic plans in order to maintain the organization’s competitiveness in the coming generation. This strategic options will be associated with possible impacts of competitive or macro forces. This will be as a lesson to the competitive disadvantages found in the products markets, whereby, LEGO Company is required to keep in mind that as digital offerings increase the competitive advantage of the organization, they as well create a different point. The proposition value of parents by the LEGO Group, it customers, provides kids with an optional to video games as well as practicing something that is physical and good in acquiring finer skills of a motor, spatial realization in a 3-D, and the construction creativity (Andersen et al, 2018, 109).

Most importantly, LEGO Company can leverage all this through a short term basis as well as utilize the open innovation in understanding ways of suitably penetrating in the educational market, and raising the targeted products at creational skills. In the same manner, the LEGO Serious Play, the innovative seminars of Lego, the use of models of 3D make in helping the business employees reveal deeper insights as well as increasing performance. Worth noting, LEGO can make diversifications of growth through making expansions in these services of non-play. In deepening the innovation strategy that is open, based on long terms, Lego is supposed to raise its focus on outside innovation, developing ideas with retailers and suppliers in fostering successful partnerships. Consequently, there will be a compartment of the characteristic problem with rapid prototyping and open innovation as products will quickly get to a different market because little time is present for processes of innovative downstream.

Since future chances will be present through the licensing deals, and in this case LEGO has already done a great job if utilizing the opportunity, the ongoing of these types of deals the among the best Lego interest through capitalizing their popularity of the other franchise through a leverage of their equality brand as they still keep fresh the Lego Brandon the customers minds. Additionally, developing a strong society is a crucial step for LEGO Group; hence, the company should research on more innovations and initiatives, both online and offline, in increasing the reaction of kids as well as their parents. This will require the use of online parents’ database for the children to be able to react with different families and a community of parents is made who have an appreciation of endless ideas, and creative value or in other cases on ways to learn fun and efficiency (Graupp et al, 2017, 106).

Moreover, in making a difference with other competitors and customers that are reliable in demonstrating the reputation of LEGO Group, the organization will be forced to open a restaurant having the major theme as LEGO world. Likewise, LEGO is supposed to invest much in the products line, often change the style and adopt a concept that is suitable every customer from the different nations. This will involve finding cheaper materials for production and avoid adverse environmental effects. Additionally, the organization will be required to invest in research in acquiring knowledge on ways of combining new toys and technology. In addition, in making sure that the company attracts more attention as well as reducing competition, it will be a must for the firm to use the strategy of cuckoo that gives allowances to develop the organizations business through pressing it on an iconic leader.


Andersen, P.H., Kragh, H. and Lettl, C., 2017. Spanning organizational boundaries to manage creative processes: The case of the LEGO group. Industrial Marketing Management42(1), pp.125-134.Graupp, Patrick, Gitte Jakobsen, and John Vellema. Building a Global Learning Organization: Using TWI to Succeed with Strategic Workforce Expansion in the LEGO Group. Productivity Press, 2017.

Lundholt, Marianne Wolff. “Counter-narratives and organizational crisis: how LEGO bricks became a slippery business.” Counter-Narratives and Organization. Routledge, 2019. 51-71.

Graupp, P., Jakobsen, G. and Vellema, J., 2017. Building a Global Learning Organization: Using TWI to Succeed with Strategic Workforce Expansion in the LEGO Group. Productivity Press.

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