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Lego (Innovation (Lego Produced 2 movies, Experimented digitally and…
Lego
Innovation
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They produced robots that engage physical and virtual play
- they can be controlled through an app when combining it with blutooth
Produced certain products to movies eg: star wars
Lego is part of the DIY movement. It encourages not only children, but also adults to generate their own creations
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Globalisation
opened management hubs in other countries eg. in Connecticut, USA. To expand the market .
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Created games for phones and other devices like XBox or the Playstation to reach more modern societies
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Ethics
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Other
Lego refused to sell building blocks to a Chinese activist (Ai Wei Wei) that wanted to use them for an installation.
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Strategy
When LEGO was first introduced to the market, there were several other companies involved in the market. However Lego added a little innovation to the ordinary building blocks (pins) and that led to its breakout (introduced in 1958)
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Culture
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internally (in company)
Core values: Creativity, Imagination, Fun, Learning, Quality & Care
Systematic creativity - Combine your experience and imagination to find the best solutions – now and in the future
Clutch power - Combine your experience and imagination to find the best solutions – now and in the future
Action ability - Be accountable, deliver what you promise and unlock your talent in the best interest of the company
Purpose Driven - Experience the pride, commitment and shared sense of responsibility to deliver our mission
LEGO was built on the Danish values of hard work, humility and teamwork.
LEGO wants workers that are smart and talented that embrace the innovative spirit and enhance their fun and collaborative culture. Workers have the opportunity to share your ideas and develop your careerLEGO - Culture
Change
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1949 - An early prototype of the iconic bricks of today is first produced under the name ‘Automatic Binding Bricks’
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1954 - Christiansen’s son, Godtfred, had become junior managing director of the Lego Group
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Stakeholder Impact
Ethics
Shareholders
The shell deal made millions of dollars each year, so stakeholders won't be happy about the cut of revenue.
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After the Ai Wei Wei incident, shareholders that aren't directly involved in the company will have to worry about what other things LEGO is trying to hide.
Employees
The future of the company is safe because they don't need to rely on limited resources like oil. Employees will keep their jobs, shareholders will be happy about the positive image of the company and customers will be happy because it's an environmentally friendly product.
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Globalisation
Expanding the market by adapting to the modernisation and expanding to MEDCs by creating LEGO games and Movies.
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Innovation
Through movies more interest for shareholder is created which means higher revenue and more profit and higher dividends
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