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The Lego Universe of Building Bricks

In: Corporate Cultures And Global Brands

Author

Listed:
  • Albrecht Rothacher

    (Asia-Europe Foundation, Singapore)

Abstract

Today 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…

Suggested Citation

  • Albrecht Rothacher, 2004. "The Lego Universe of Building Bricks," World Scientific Book Chapters, in: Albrecht Rothacher (ed.), Corporate Cultures And Global Brands, chapter 18, pages 247-255, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789812563057_0018
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