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Lego (A)

Subject

Strategy and Entrepreneurship

Authors / Editors

Birkinshaw L;Birkinshaw J

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


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