The Lego Universe of Building Bricks

Albrecht Rothacher ()

Chapter 18 in Corporate Cultures and Global Brands, 2004, pp 247-255 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractToday Lego is active in 33 countries with 10,000 employees achieving a turnover of €600 million per year with production sites in Denmark, Switzerland, the U.S., Brazil and Korea. Lego aims to become the world market leader for construction toys, preschool and school materials, family parks, and for lifestyle and media products in its target group of families with children of up to 16 years of age. In some of these segments, this third generation owned and managed company is quite close to its declared objective…

Keywords: Corporate Cultures; International Branding; Global Marketing; Corporate Succession; Case Studies; Limits to Globalisation; National Corporate Identities; Mars; Sprungli-Lindt; Kikkoman; McDonald's; Coke; Zubrovka; Ikea; Seibu-Season; Benetton; Nike; Nokia; Sony; Virgin; Toyota; Fiat; DaimlerChrysler; BMW; Rover; Lego; Disney (search for similar items in EconPapers)
JEL-codes: F1 (search for similar items in EconPapers)
Date: 2004
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