Lego (A)
Subject
Strategy and Entrepreneurship
Authors / Editors
Birkinshaw L; Birkinshaw J
Biographies
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
