Case | HBS Case Collection | July 2012


by Jan W. Rivkin, Stefan Thomke and Daniela Beyersdorfer


LEGO has emerged as one of the most successful companies in the toy industry. The case describes LEGO's gradual rise, rapid decline, and recent revitalization as it is keeping up with a changing market place. Central to LEGO's management model is the ability to find the right balance among growing through innovation, staying true to its core, and controlling operational complexity.

Keywords: competitive strategy; innovation management; innovation; operations management; organizational change and transformation; Operations; Competitive Strategy; Innovation and Management; Innovation Strategy; Organizational Change and Adaptation; Entertainment and Recreation Industry;


Rivkin, Jan W., Stefan Thomke, and Daniela Beyersdorfer. "LEGO." Harvard Business School Case 613-004, July 2012.