Supplement | HBS Case Collection | December 2013 (Revised March 2014)

The LEGO Group: Envisioning Risks in Asia (B)

by Anette Mikes and Amram Migdal


This brief follow-up complements the case on The LEGO Group: Stepping Up in Asia (9-113-054), and discusses the aftermath of the scenario planning session, in which LEGO managers contemplated the risks of their new Asian strategy. The scenario planning exercise played a role in managers' realization that the Group could not simply "copy-paste" its existing operating model across the diversity of Asian markets. LEGO invested significantly in Asia throughout 2012-2013 in order to adapt its playbook to the anticipated challenges. The case also describes how, in 2013, scenario planning became part of the business-planning process at the LEGO Group. It allows students to understand the difference between a tailored scenario planning exercise, and the tenuous future-gazing processes that generally fail to get traction among business managers.

Keywords: Risk Management; Global Strategy; Planning; Retail Industry; Asia;


Mikes, Anette, and Amram Migdal. "The LEGO Group: Envisioning Risks in Asia (B)." Harvard Business School Supplement 114-048, December 2013. (Revised March 2014.)