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The LEGO Group is a privately held company based in Billund, Denmark. It was founded in 1932 by Ole Kirk Christiansen. Today, LEGO is one of the largest toy manufacturers in the world, operating in 30 countries and having 50 companies worldwide. The company is still owned by the Kirk Christiansen family. LEGO is considered one of the most powerful brands in the world, has built several amusement parks around the world, each known as Legoland, and operates numerous retail stores.

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Update in January 2022, Niels B. Christiansen was the CEO of LEGO Group, and the headquarters was located in Billund, Denmark

Articles, press releases or interviews with company executives provide insights into their commitment to diversity in management.

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 Identification of their customers and other stakeholders

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 Identification of their customers and other stakeholders

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LEGO has planned to engage with its customers to create a strong and loyal community (Taghizadeh, Rahman, and Hossain, 2018).

The primary target audience includes:

Children (Ages 3-11): LEGO has a strong appeal to children, offering a wide range of building sets and themes that cater to different interests.

LEGO's primary customers are children and families who purchase their toys for creative play. Additionally, LEGO engages with adult fans, educators, and communities. Stakeholders also include suppliers, employees, investors, and the communities in which LEGO operates.

Ref: Taghizadeh, S.K., Rahman, S.A. and Hossain, Md.M. (2018). Knowledge from customer, for customer or about customer: which triggers innovation capability the most? Journal of Knowledge Management, 22(1), pp.162–182. doi:https://doi.org/10.1108/jkm-12-2016-0548.

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How do they practice the Triple Bottom Line -  People, Planet, Prosperity

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How do they practice the Triple Bottom Line -  People, Planet, Prosperity

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1. People (Social Responsibility):

Educational Initiatives: LEGO is renowned for its emphasis on education and learning through play. The company has several initiatives aimed at child development and education, supporting the idea that play is essential for learning and growth.

Community Engagement and Charitable Activities: LEGO engages in numerous community projects and charitable activities. Their LEGO Foundation plays a significant role in supporting global educational initiatives.

Employee Welfare: LEGO is committed to ensuring a positive, inclusive, and diverse working environment.

2. Planet (Environmental Sustainability):

Sustainable Materials: As mentioned earlier, LEGO aims to use sustainable materials for all its core products and packaging by 2030.

Energy Efficiency and Renewable Energy: LEGO is working towards reducing its carbon footprint and has invested in renewable energy sources. They aim to be carbon neutral in terms of their manufacturing operations.

Waste Reduction and Recycling: Efforts to minimize waste production and promote recycling are key components of LEGO's environmental strategy. This includes initiatives to recycle or reuse packaging and product materials.

3. Prosperity (Economic Responsibility):

Ethical Business Practices: LEGO commits to high standards of corporate governance, ethical business conduct, and transparency, contributing to its financial stability and reputation.

Innovation and Market Growth: The company continues to innovate with new products and explore market opportunities, contributing to its economic prosperity.

Long-Term Viability: LEGO's focus on sustainability and social responsibility is also a strategy for long-term economic viability.

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The LEGO Group is actively engaged in various Corporate Social Responsibility (CSR) activities, primarily focusing on sustainability and environmental impact reduction.

1. Commitment to Net-Zero Emissions: The LEGO Group aims to achieve net-zero greenhouse gas emissions by 2050. They have set a target to reduce their emissions and announced a 37% reduction in emissions by 2032

2. Investment in Sustainable Future: LEGO plans to triple its investments in environmental sustainability over the next three years, allocating more than $1.4 billion to various activities.

3. Plant-Based Plastic Production: LEGO has introduced pieces made from plant-based plastic sourced from sugar cane as a step towards their goal to use sustainable materials in all core products and packaging by 2030.

4. Educational Programs and Community Engagement: LEGO's CSR strategy includes a focus on education, with programs that support learning through play. These initiatives reflect the company's commitment to social responsibility and community involvement

Ref: Buchholz, L. (2023). LEGO: Investing in a sustainable future & achieving net zero. [online] sustainabilitymag.com. Available at: https://sustainabilitymag.com/articles/lego-investing-in-a-sustainable-future-achieving-net-zero.

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Bonus points if you can identify another company in the same industry that has terrible CSR reputation

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Bonus points if you can identify another company in the same industry that has terrible CSR reputation

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Electronic Arts has faced criticism for many reasons, including:

1. Developing loot boxes and microtransactions in games like Star Wars Battlefront II and FIFA. Leading to gambling-fueled violence among players, especially young people.

2. Monetary treatment of employees: There have been reports of monetary working conditions, long working hours, and low wages at EA studio. In 2004, EA faced a lawsuit from employees with a workforce that did not pay overtime. The company was accused of fostering a toxic work culture 3. Closing studios: EA has a history of acquiring smaller game studios and then shutting them down. This leads to job losses and cancellation of promising projects, causing frustration for gamers and the game development community.