Corporate Rebranding Strategy: The Case of Lego Group

Andersen, P. H., Kragh, H. and Lettl, C. (2013). Spanning organizational boundaries to manage creative processes: The case of the LEGO Group, Industrial Marketing Management, 42(1), 125-134.

Andersen, P., & Ross, J. W. (2016, March). Transforming the LEGO Group for the Digital Economy. CISR Working Paper, No: 407.

Antorini, Y. M., Muñiz Jr, A. M., & Askildsen, T. (2012). Collaborating with customer communities: Lessons from the LEGO Group. MIT Sloan Management Review, 53(3), 73-79.

Avasilcăi, S., & Rusu, G. (2015). Innovation management based on proactive engagement of customers: A case study on LEGO Group. Materials Science and Engineering Conference (IOP Conference Series), 6-8 October 2015, (pp. 1-6).

Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of management, 17(1), 99-120.

Black, R. W., Tomlinson, B., & Korobkova, K. (2016). Play and identity in gendered LEGO franchises. International Journal of Play, 5(1), 64-76.

Botoric, V. (2015). When ideas generate value: How LEGO profitably democratized its relationship with fans. In Zagalo, N. & Branco, P. (Ed.) Creativity in the digital age, (pp.159-170). London: Springer.

El Sawy, O., Henrik, A., Kræmmergaard, P., & Vinther, A. (2016). How LEGO Built the Foundations and Enterprise Capabilities for Digital Leadership. MIS Quarterly Executive, 15(2), 141-166.

Émilie, R., Gandia, R., & Brion, S. (2021). Orchestrating External User Communities and Balancing Control and Autonomy in Fast Growing Community Contexts: Lego Group and Ankama. In Cohendet et al. (Ed.) Communities of Innovation: How Organizations Harness Collective Creativity and Build Resilience, (pp. 263-283). London: World Scientific.

Fonseca, M. (2019). A diversification case study: rebuilding LEGO brick by brick (Doctoral dissertation). Universidade Católica Portuguesa, Portugal.

Frigo, M.L. and Læssøe, H. (2012). Strategic risk management at the LEGO Group, Strategic Finance, 93(8), 27-35.

Graupp, P., Jakobsen, G., & Vellema, J. (2014). Building a global learning organization: using TWI to succeed with strategic workforce expansion in the LEGO group. Boca Raton: CRC Press.

Hatch, M. J., & Schultz, M. (2003). The cycles of corporate branding: the case of the LEGO. Company California Management Review, 46(1), 6-26.

Jensen, A. B. (2013). The LEGO group: Adopting a strategic approach. In Exploring Strategy: Text and cases, (pp. 544-548). New York: Pearson Longman.

Johnson, D. (2019). A License to Diversify: Media Franchising and the Transformation of the “Universal” LEGO Minifigure. In: Hains, R., Mazzarella, S. (Ed.) Cultural Studies of LEGO: More Than Just Bricks, (pp. 321-344). Cham: Palgrave Macmillan.

Johnson, G., Scholes K. (1999). Exploring corporate strategy. 5th edn. London: Prentice Hall Europe.

Johnson, G., Whittington, R., Scholes, K. (2011). Exploring strategy. 9th edn. London: Pearson Education Limited.

Kim, M., & Fernandez, R. M. (2023). What Makes Weak Ties Strong?. Annual Review of Sociology, 49. [Unpublished manuscript].

Konzack, L. (2014). The cultural history of LEGO. In Wolf, M. (Ed.) LEGO studies (pp. 27-40). London: Routledge.

Landay, L. (2014). Myth blocks: How LEGO transmedia configures and remixes mythic structures in the Ninjago and Chima themes. In Wolf, M. (Ed.) LEGO studies (pp. 55-80). London: Routledge.

Lauwaert, M. (2008). Playing outside the box–on LEGO toys and the changing world of construction play. History and Technology, 24(3), 221-237.

LEGO Group (2004). Annual Report. Available at: http://www.lego.com/en-us/aboutus/lego-group/annual-report [Accessed: March 2023].

LEGO Group (2015). Annual Report. Available at: http://www.lego.com/en-us/aboutus/lego-group/annual-report [Accessed: March 2023].

LEGO Group (2022). Annual Report. Available at: https://www.lego.com/cdn/cs/aboutus/assets/blt70ef2efdd8d21dc7/LEGO_Annual_Report2022_Final_WEB.pdf [Accessed: March 2023].

Liu, W., Moultrie, J., & Ye, S. (2019). The customer-dominated innovation process: involving customers as designers and decision-makers in developing new product. The Design Journal, 22(3), 299-324.

Misra, S., & Gupta, P. (2015). Toys and Safety Regulations. New Delhi: Indian Institute of Public Administration.

Morrow Jr, J. L., Johnson, R. A., & Busenitz, L. W. (2004). The effects of cost and asset retrenchment on firm performance: The overlooked role of a firm’s competitive environment. Journal of management, 30(2), 189-208.

Ni, J., Flynn, B. B., & Jacobs, F. R. (2016). The effect of a toy industry product recall announcement on shareholder wealth. International Journal of Production Research, 54(18), 5404-5415.

Orbis (2015). ‘MarketLine industry profile: Global toys and games’. [Online]. Available at: http://orbis.bvdinfo.com.ezproxy.sussex.ac.uk/version-2016317/Report.serv?_CID=179&context=2ZZ5CDUXF37A13Z&databaseContext=MarketTrends&SeqNr=0 [Accessed: April 2023].

Peabody, M. A. (2015). Building with purpose: Using LEGO SERIOUS PLAY in play therapy supervision. International journal of play therapy, 24(1), 30-40.

Poister, T. H. (2010). The future of strategic planning in the public sector: Linking strategic management and performance. Public administration review, 70(1), 246-254.

Porter, M. E. (2008). The five competitive forces that shape strategy. Harvard business review, 86(1), 25-41.

Robertson, D., & Breen, B. (2014). Brick by brick: How LEGO rewrote the rules of innovation. London: Random House UK.

Schlagwein, D., & Bjorn-Andersen, N. (2014). Organizational learning with crowdsourcing: The revelatory case of LEGO. Journal of the Association for Information Systems, 15(11), 754-778.

Sloan Management Review Association. (2019). When Innovation Moves at Digital Speed: Strategies and Tactics to Provoke, Sustain, and Defend Innovation in Today's Unsettled Markets. 57-70, MIT Press.

Sommer, A. F. (2019). Agile Transformation at LEGO Group: Implementing Agile methods in multiple departments changed not only processes but also employees’ behavior and mindset. Research-Technology Management, 62(5), 20-29.

Zaheer, S. (1995). Overcoming the liability of foreignness. Academy of Management journal, 38(2), 341-363.

Andersen, P. H., Kragh, H. and Lettl, C. (2013). Spanning organizational boundaries to manage creative processes: The case of the LEGO Group, Industrial Marketing Management, 42(1), 125-134.

Andersen, P., & Ross, J. W. (2016, March). Transforming the LEGO Group for the Digital Economy. CISR Working Paper, No: 407.

Antorini, Y. M., Muñiz Jr, A. M., & Askildsen, T. (2012). Collaborating with customer communities: Lessons from the LEGO Group. MIT Sloan Management Review, 53(3), 73-79.

Avasilcăi, S., & Rusu, G. (2015). Innovation management based on proactive engagement of customers: A case study on LEGO Group. Materials Science and Engineering Conference (IOP Conference Series), 6-8 October 2015, (pp. 1-6).

Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of management, 17(1), 99-120.

Black, R. W., Tomlinson, B., & Korobkova, K. (2016). Play and identity in gendered LEGO franchises. International Journal of Play, 5(1), 64-76.

Botoric, V. (2015). When ideas generate value: How LEGO profitably democratized its relationship with fans. In Zagalo, N. & Branco, P. (Ed.) Creativity in the digital age, (pp.159-170). London: Springer.

El Sawy, O., Henrik, A., Kræmmergaard, P., & Vinther, A. (2016). How LEGO Built the Foundations and Enterprise Capabilities for Digital Leadership. MIS Quarterly Executive, 15(2), 141-166.

Émilie, R., Gandia, R., & Brion, S. (2021). Orchestrating External User Communities and Balancing Control and Autonomy in Fast Growing Community Contexts: Lego Group and Ankama. In Cohendet et al. (Ed.) Communities of Innovation: How Organizations Harness Collective Creativity and Build Resilience, (pp. 263-283). London: World Scientific.

Fonseca, M. (2019). A diversification case study: rebuilding LEGO brick by brick (Doctoral dissertation). Universidade Católica Portuguesa, Portugal.

Frigo, M.L. and Læssøe, H. (2012). Strategic risk management at the LEGO Group, Strategic Finance, 93(8), 27-35.

Graupp, P., Jakobsen, G., & Vellema, J. (2014). Building a global learning organization: using TWI to succeed with strategic workforce expansion in the LEGO group. Boca Raton: CRC Press.

Hatch, M. J., & Schultz, M. (2003). The cycles of corporate branding: the case of the LEGO. Company California Management Review, 46(1), 6-26.

Jensen, A. B. (2013). The LEGO group: Adopting a strategic approach. In Exploring Strategy: Text and cases, (pp. 544-548). New York: Pearson Longman.

Johnson, D. (2019). A License to Diversify: Media Franchising and the Transformation of the “Universal” LEGO Minifigure. In: Hains, R., Mazzarella, S. (Ed.) Cultural Studies of LEGO: More Than Just Bricks, (pp. 321-344). Cham: Palgrave Macmillan.

Johnson, G., Scholes K. (1999). Exploring corporate strategy. 5th edn. London: Prentice Hall Europe.

Johnson, G., Whittington, R., Scholes, K. (2011). Exploring strategy. 9th edn. London: Pearson Education Limited.

Kim, M., & Fernandez, R. M. (2023). What Makes Weak Ties Strong?. Annual Review of Sociology, 49. [Unpublished manuscript].

Konzack, L. (2014). The cultural history of LEGO. In Wolf, M. (Ed.) LEGO studies (pp. 27-40). London: Routledge.

Landay, L. (2014). Myth blocks: How LEGO transmedia configures and remixes mythic structures in the Ninjago and Chima themes. In Wolf, M. (Ed.) LEGO studies (pp. 55-80). London: Routledge.

Lauwaert, M. (2008). Playing outside the box–on LEGO toys and the changing world of construction play. History and Technology, 24(3), 221-237.

LEGO Group (2004). Annual Report. Available at: http://www.lego.com/en-us/aboutus/lego-group/annual-report [Accessed: March 2023].

LEGO Group (2015). Annual Report. Available at: http://www.lego.com/en-us/aboutus/lego-group/annual-report [Accessed: March 2023].

LEGO Group (2022). Annual Report. Available at: https://www.lego.com/cdn/cs/aboutus/assets/blt70ef2efdd8d21dc7/LEGO_Annual_Report2022_Final_WEB.pdf [Accessed: March 2023].

Liu, W., Moultrie, J., & Ye, S. (2019). The customer-dominated innovation process: involving customers as designers and decision-makers in developing new product. The Design Journal, 22(3), 299-324.

Misra, S., & Gupta, P. (2015). Toys and Safety Regulations. New Delhi: Indian Institute of Public Administration.

Morrow Jr, J. L., Johnson, R. A., & Busenitz, L. W. (2004). The effects of cost and asset retrenchment on firm performance: The overlooked role of a firm’s competitive environment. Journal of management, 30(2), 189-208.

Ni, J., Flynn, B. B., & Jacobs, F. R. (2016). The effect of a toy industry product recall announcement on shareholder wealth. International Journal of Production Research, 54(18), 5404-5415.

Orbis (2015). ‘MarketLine industry profile: Global toys and games’. [Online]. Available at: http://orbis.bvdinfo.com.ezproxy.sussex.ac.uk/version-2016317/Report.serv?_CID=179&context=2ZZ5CDUXF37A13Z&databaseContext=MarketTrends&SeqNr=0 [Accessed: April 2023].

Peabody, M. A. (2015). Building with purpose: Using LEGO SERIOUS PLAY in play therapy supervision. International journal of play therapy, 24(1), 30-40.

Poister, T. H. (2010). The future of strategic planning in the public sector: Linking strategic management and performance. Public administration review, 70(1), 246-254.

Porter, M. E. (2008). The five competitive forces that shape strategy. Harvard business review, 86(1), 25-41.

Robertson, D., & Breen, B. (2014). Brick by brick: How LEGO rewrote the rules of innovation. London: Random House UK.

Schlagwein, D., & Bjorn-Andersen, N. (2014). Organizational learning with crowdsourcing: The revelatory case of LEGO. Journal of the Association for Information Systems, 15(11), 754-778.

Sloan Management Review Association. (2019). When Innovation Moves at Digital Speed: Strategies and Tactics to Provoke, Sustain, and Defend Innovation in Today's Unsettled Markets. 57-70, MIT Press.

Sommer, A. F. (2019). Agile Transformation at LEGO Group: Implementing Agile methods in multiple departments changed not only processes but also employees’ behavior and mindset. Research-Technology Management, 62(5), 20-29.

Zaheer, S. (1995). Overcoming the liability of foreignness. Academy of Management journal, 38(2), 341-363.