1. What are LEGO’s values and corporate identity? How did these develop over time (prior to LEGO Media Int’l)?
* The name LEGO in itself means “play well”, the beginnings of the corporate identity were designed into the brand name * GKC was responsible for the stud and tube system, which is recognizable within the logo, as well as meant that all Lego blocks could fit together * In the 1970’s, GCK designed the “ten lego characteristics” which today represents the guidelines for development and policy, and has become the foundation for current company values * The brand which was built is considered to be the most valuable assets which Lego possesses * The LEGO brand book establishes ways in which the values and identity of
* It was difficult for the LEGO executives and the software base employees to find common ground in the beginning
3. Did Corporate HQ’s cultural homogeneity influence LEGO’ ability for cross-cultural management? If so, how?
* The importance of the worldwide LEGO culture was stressed by management in 2005 and there was agreement that there was shared commitment and recognition of challenges in turning LEGO into a global brand organization * LEGO Land parks were developments which entailed setting up presence in countries outside Denmark; the company applied its philosophy of transferring its values but was careful to apply hands-off localization in a way that would not jeopardize the guidance of the company headquarters * Because of the homogeneity of Headquarters, LEGO realized that it would need to become proficient in cross-cultural management in order to continue to provide the guidance which insured the transfer of philosophy; LEGO regards the high concentration of Danish at HQ as a deterrent to creativity, essentially learning from their own weaknesses * LEGO placed a strong emphasis on fun to facilitate cross-cultural learning which was not an element of Danish culture, and thus, the majority of LEGO HQ; LEGO realized the U.K was responsible for integrating the element of fun into the products and the culture, something which the Danish would not have done otherwise * Ultimately, credit goes to the Danish headquarters because of