A Research of The Impact of Strategic Alliance Co-operation Model on Brand Competitiveness - The Case of LEGO

Lun Zhou

doi:10.62051/7b6ypk27

Authors

Lun Zhou

DOI:

https://doi.org/10.62051/7b6ypk27

Keywords:

LEGO; Strategic Co-operation; Strategic Alliance; Brand Competitiveness.

Abstract

With the development of the global economy and the advancement of science and technology, the fragmentation of knowledge is increasing, resulting in the fact that no single enterprise can solve technological challenges on its own. In this regard, enterprises need to work together to overcome technological challenges cooperatively to achieve a win-win situation. Strategic alliances are an organisation between firms and the market that facilitates co-operation between firms and promotes risk sharing and benefit sharing. By engaging in strategic alliances, enterprises are able to facilitate the upgrading of their products and services, as well as enhance their brand image. Consequently, strategic alliances are increasingly becoming a prevalent development approach for various enterprises to keep abreast with the trends of the times. This research takes LEGO as the research object, through analysing LEGO's participation in strategic alliances in recent years, it explores the impact of strategic alliance co-operation on LEGO's product upgrading and business optimization. Based on the analysis of LEGO's strategic alliances, it proposes specific ideas to improve brand competitiveness. The purpose is to provide suggestions for enterprises to participate in strategic alliances, and then to build the brand effect of enterprises to inspire.

Downloads

Download data is not yet available.

References

[1] Sorensen Ole Vang. Valuation of LEGO Group, 2020. Retrieved form: https://research-api.cbs.dk/ws/portalfiles/portal/62189206/830620_Master_Thesis.pdf

[2] Johnson Derek. leGo dimensions. How to Play Video Games, New York University Press, New York, 2019, 224-232.

[3] Masril Mardhiah., Ambiyar Ambiyar., Jalinus Nizwardi., Ridwan Ridwan., Hendrik, Billy. Robotic Education in 21st Century: Teacher Acceptance of Lego Mindstorms as Powerful Educational Tools. Intenational Journal of Advence Computer Science and Applications, 2021, 12 (2): 119-126.

[4] He Qile., Meadows Maureen., Angwin Duncan., Gomes, Emanuel and John, Child. Strategic alliance research in the era of digital transformation: Perspectives on future research. British Journal of Management, 2020, 31(3): 589-617.

[5] Cong, Yushan., Liu, Chuanze, and Qian, Jinjin. Research on Lego Multi-channel Development: Success and Improvement. In Proceedings of 2021 3rd International Conference on Economic Management and Cultural Industry, ICEMCI, 2021.

[6] Hoang Ha., Rothaermel Frank T. How to manage alliances strategically. MIT Sloan Management Review, Research Feature, 2016.

[7] Andersen, Poul Houman and Gadde, Lars-Erik. Organizational interfaces and innovation: the challenge of integrating supplier knowledge in LEGO systems. Journal of purchasing and supply management, 2019, 25(1): 18-29.

[8] Dobrynskaya Victoria., Kishilova Julia. LEGO: The toy of smart investors. Research in International Business and Finance, 2022.

[9] Fagerstrøm Asle., Bendheim Liv Marie., Sigurdsson Valdimar., Foxall Gordon R., Pawar Sanchit. The marketing firm and co‐creation: The case of co‐creation by LEGO. Managerial and Decision Economics, 2019, 41(2): 226-233.

[10] Liu Ruitong, Yang Xiaorui., Ye Zeyu. Storytelling: An Emotional Branding Approach Based on Consumer Experience--The Case of LEGO. Highlights in Business, Economics and Management, 2023, 19: 280-285.

[11] Zhou, Xiaoqi. Analysis of Lego storytelling marketing strategy and bilateral relationship business model. In Proceedings of 2022 4th International Conference on Economic Management and Cultural Industry, ICEMCI, 2022.