Skip to main content
alt

Please enter a keyword and click the arrow to search the site

Or explore one of the areas below

Lego (A)

Subject

Strategy and Entrepreneurship

Authors / Editors

Birkinshaw L;Birkinshaw J

Biographies

Julian Birkinshaw

Publication Year

2002

Abstract

This case describes the situation facing Kjeld Kirk Kristiansen, CEO of LEGO, in early 1996. It looks at LEGO's product diversification strategy and the changes going on in the marketplace for children's toys. In particular, it highlights the threat LEGO faces from new competitors such as Nintendo and Sony.

Topic List

Strategy, Diversification, Core Competence

Industry

Consumer Products

Publication Event Date

1996

LBS Case Number

CS-02-010

Location

Denmark

Publication Organisation Size

Large

Project Funder

ESRC

Available on ECCH

No


Select up to 4 programmes to compare

Select one more to compare
×
subscribe_image_desktop 5949B9BFE33243D782D1C7A17E3345D0

Sign up to receive our latest news and business thinking direct to your inbox

×

Sign up to receive our latest course information and business thinking

Leave your details above if you would like to receive emails containing the latest thought leadership, invitations to events and news about courses that could enhance your career. If you would prefer not to receive our emails, you can still access the case study by clicking the button below. You can opt-out of receiving our emails at any time by visiting: https://london.edu/my-profile-preferences or by unsubscribing through the link provided in our emails. View our Privacy Policy for more information on your rights.