02614nam a2200505 i 4500 000711435 StDuBDS 20240202172917.0 20160518115739.0 m||||||||d|||||||| cr ||||||||||| 160408s2016 enka fo 000|0|eng|d NEZPRACOVANÝ IMPORT 9781473970106 (ebook) : No price (OCoLC)1017729490 StDuBDS eng StDuBDS rda pn HD69.B7 658.827 23 Mazzeo, Michael, author. LEGO friends : leveraging competitive advantage / Michael Mazzeo & Greg Merkley. [London] : SAGE, 2016. 1 online resource : illustrations (black and white, and colour). text rdacontent still image rdacontent computer rdamedia online resource rdacarrier SAGE knowledge. Cases Originally Published in: Mazzeo, M., & Merkley, G. (2012). LEGO Friends: Leveraging Competitive Advantage. 5-312-500. Evanston, IL: Kellogg School of Management, Northwestern University. In December 2011 the Lego Group (TLG) announced the launch of Lego Friends, the company's sixth attempt to market a product to girls. Lego Friends, which was supported by a $40 million global marketing campaign, was designed to introduce the fun of building with Lego bricks to girls, who represented less than 10 percent of Lego's audience. The company's poorly executed brand extensions and move from free-form building sets to story-driven kits had nearly cost it its independence in 2004, so the launch of Lego Friends was strategically important. However, within hours of the product's appearance it was heavily criticized for reinforcing gender stereotypes and damaging the valuable Lego brand. This cae study discusses this topic. Description based on online resource; title from home page (viewed on April 28, 2016). elektronické knihy fd186907 czenas electronic books eczenas LEGO koncernen (Denmark) Brand name products Case studies. Branding (Marketing) Case studies. LEGO toys Case studies. Competition Case studies. Merkley, Greg, author. SAGE knowledge. Cases. SAGE knowledge https://sk.sagepub.com/cases/lego-friends-leveraging-competitive-advantage Plný text SBC EB NEPOSILAT EB