LEGO

Published on Aug 18, 2016

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PRESENTATION OUTLINE

LEGO

Yume Ahlaam Nagase

Lego group overview

  • The LEGO Group is a large multinational company and corporation (MNC) in terms of revenue and employees.
  • A multinational corporation (MNC) has facilities and other assets in at least one country other than its home country.
  • Such companies have offices and/or factories in different countries and usually have a centralized head office where they coordinate global management.

Mission:

  • ‘Inspire and develop the builders of tomorrow’
  • Our ultimate purpose is to... inspire and develop children to think creatively, reason systematically and release their potential to shape their own future - experiencing the endless human possibility.
Photo by kennymatic

vision:

  • ‘Inventing the future of play’ We want to pioneer new ways of playing, play materials and the business models of play - leveraging globalisation and digitalisation...it is not just about products, it is about realising the human possibility.
Photo by 1upLego

Lego: A Sustainability Strategy


Building Blocks in a Global Economy —LEGO's Strategy for Ethics, Risk and Sustainability

https://www.youtube.com/watch?v=5d4DsK08f-4



The four promises as described in the LEGO® Brand Framework:
-Play Promises
-Partner Promise
-Planet Promise
-People Promise

ethical and transparent business conduct

  • We work purposefully to uphold our long-standing values and to promote high standards at all times through transparent and ethical business practices.
  • We work with our suppliers to support fair and decent working conditions in our entire supply chain.
Photo by kennymatic

The LEGO Group Culture – LEGO People Promise

  • Their corporate culture is based on openness, trust their company’s core values; Creativity, Imagination, Fun, Learning, Quality & Care, which are reflected in everything they do.
Photo by ptrlx

The core values at LEGO

  • Very high quality products.
  • Cautious, slow, steady growth.
  • Focus on narrow, interchangeable product set.
  • Informed innovation, not unconstrained creativity.
Photo by hatalmas

The four pillars defining the LEGO employees:

  • Purpose Driven Experience the pride, commitment and shared sense of responsibility to deliver our mission.
  • Systematic Creativity Combine your experience and imagination to find the best solutions – now and in the future.
  • Clutch Power Feel part of a family and collaborate across the global LEGO community.
  • Action Ability Be accountable, deliver what you promise and unlock your talent in the best interest of the company.




In regards to the core of the People Promise, there are four pillars that determine the LEGO employees:
Photo by atomicbeard

A Strong and Creative Corporate Culture

  • The LEGO Group was built on the Danish values of hard work, humility and teamwork and its heritage remains a fundamental part of the LEGO corporate culture
  • Jørgen Vig Knudstorp believes that a strong company culture means not having to look into a manual or having a rule book but having an intuitive sense on how to do things; a problem does not have one solution to the same problem but having many solutions to the same problem.



Photo by [ henning ]

“Everything in the world starts small and then becomes bigger—except bad things. They start big, and then get smaller.”
– Warren St John

Photo by orkomedix

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  • '' It is at the very heart of our company to always strive to do better. We aspire to give children the best play experiences, to be the best partner to work with, to be the best workplace for our employees, and to be the best company for society. '' — Kjeld Kirk Kristiansen, third-generation owner of the LEGO Group
Photo by .solo

the ethical business strategies

  • Conducting business in a responsible and ethical manner is at the core of the LEGO Group culture and has been ever since the company was established more than 80 years ago. We do this to live up to stakeholders’ expectations and not least our own expectation of being a leading responsible business.
Photo by Nanagyei

Ethical business conduct

  • The framework consists of policies that are global in nature and set the overall direction and guidance on important areas related to:
  • health and safety,
  • human rights,
  • people and culture,
  • anti-corruption and gifts,
  • hospitality and entertainment (includes guidelines on financial thresholds) and
  • political contributions (these are prohibited by the LEGO Group).
Photo by masondan

The LEGO Group Code of Business Conduct

  • In addition to the corporate policy framework, the organisation has its Code of Business Conduct.
  • The LEGO Group Code of Business Conduct handbook assists in ethical dilemmas and serves as a guide in making the right decisions when working in most countries of the world.
  • To ensure the necessary awareness of our business conduct and anti-corruption principles, all salaried LEGO employees including directors are required to complete its e-learning training courses on business conduct and anti-corruption every second year.
Photo by thekellyscope

Responsible supplier management

  • The organisation focuses on working systematically with its suppliers to support decent and fair working conditions in the entire supply chain.
  • The organisation requires that its suppliers and business partners sign the Code of Conduct, which covers important matters related to:
  • human rights,
  • labour rights,
  • health and safety,
  • anti-corruption and
  • the work environments of all employees.
Photo by kennymatic

Responsible supplier management

  • The organisaiton regularly monitors compliance to the Code of Conduct through dialogue and its audit programme, and also uses third party auditors and a stringent follow-up system.
  • The organisation works with its suppliers on building their understanding and means to meet the requirements in the Code of Conduct and improve their performance through training and capacity building.

Opportunities for all

  • The organisation approaches gender diversity as the first important milestone for creating a healthy organisation.
  • The organization’s aim is to progress towards its long-term ambition of having a more gender balanced flow of talents contributing to a stronger global organisation.
Photo by Valentina_A

The stakeholder view

  • Based on the contemporary literature on CSR, companies are considered to be responsible to a broader group of stakeholders than just the owners of a company, i.e. the shareholders (Marrewijk 2003).

The stakeholder view

  • In order to profit and survive, which is still considered the primary goal and responsibility of a company (European Commission 2001), businesses need to identify and act in accordance with the demands and expectations of its stakeholders (consumers, employees, investors, governments, suppliers, local community members, NGOs, etc.) (Neergaard 2006.).
  • In this respect, the responsibilities of a company are defined by its stakeholders.

The national contexts for CSR—CSR in Denmark

  • In relation to the former CSR area, the current Danish government particularly focuses on employees and working conditions, and CSR in the supply chain (Danish Commerce and Companies Agency 2010).
  • Reduction of energy consumption and green house gas emissions are central elements of the government‟s CSR agenda (The Danish Government 2008).

Stakeholder approach

  • Following the national context as well as the general theoretical perception of CSR, the organisation applies the stakeholder approach to CSR and base its CSR activities on stakeholder interests and concerns.
  • —Therefore, the stakeholder approach is significantly effective in helping to achieve the overall objectives of the organisation.

Stakeholder approach

  • In the case of the LEGO group, the stakeholder view is established as the first element under the Corporate Responsibility section:
  • "'Ever since the founding of the company in 1932, the LEGO Group has considered it important to take part in the improvement of issues that concern the ―world‖ inside the LEGO Group as well as in relation to our stakeholders outside the LEGO Group - being the child and its parents, the retail shops, vendors and the society in general (Cf. Appendix 2.1)''.

Stakeholder approach

  • In addition, evidence of the stakeholder approach appears in the “Product Quality and Safety” section in which case ...responsibility towards employees, customers, suppliers, consumers and the local environment is communicated (Appendix 2.2).
  • Finally, the stakeholder approach is communicated and elaborated on in the “Responsibility Policy” in which dialogue with stakeholders is directly emphasized:
  • ''We listen to the concerns of all of our stakeholders and enter into open dialogue to improve our products and/or change the way we do business''.

The California Transparency in Supply Chains Act

  • The California Transparency in Supply Chains Act of 2010 requires manufacturers and retailers doing business in the State of California.
  • The objective of the act is to disclose information regarding their efforts to eradicate slavery and human trafficking from their direct supply chains.
  • At The LEGO Group, with its compliance to the California Transparency in Supply Chains Act, the company does its utmost to prevent adverse human rights impacts (i.e. human trafficking and slavery in its supply chain).
Photo by John-Morgan

RESPECTFUL WORKPLACES

  • In 2013, the organisation launched its Responsibility and Human Rights policy, which reflects its commitment to children, employees and workers in its supply chain and in local communities.
  • The organisation particularly focus on mitigating adverse human rights impacts and capitalising on the positive ones.
  • Among other things, the organisation is strongly committed to ensuring that all the employees are treated with equal respect and dignity.
Photo by Josh Kenzer

The safest working conditions

  • The organization has set an ambition to remain among the top ten best performing corporations in terms of safety.
  • To live up to this ambition, all employees attend its behaviour-based safety programme, which is just one among several initiatives.
  • Strengthening its safety governance is an ongoing process which is governed by the global health and safety community.
Photo by Nanagyei

Untitled Slide

The four pillars defining the LEGO employees:

  • Purpose Driven Experience the pride, commitment and shared sense of responsibility to deliver our mission.
  • Systematic Creativity Combine your experience and imagination to find the best solutions – now and in the future.
  • Clutch Power Feel part of a family and collaborate across the global LEGO community.
  • Action Ability Be accountable, deliver what you promise and unlock your talent in the best interest of the company.
THE LEGO GROUP CULTURE – LEGO PEOPLE PROMISE

The role of the LEGO People Promise is to enable execution of the business strategy and build the long-term health of the company. It defines why people should choose and commit the best they can to the company


Photo by atomicbeard

Untitled Slide

The LEGO Group Culture – LEGO People Promise

  • The role of the LEGO People Promise is to enable execution of the business strategy and build the long-term health of the company. It defines why people should choose and commit the best they can to the company.
  • In regards to the core of the People Promise, there are four pillars that determine the LEGO employees:
Photo by beppovox

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Photo by 713 Avenue

Lego Group overview

  • The LEGO Group is a privately held company based in Billund, Denmark.
  • It is a well-reputed company most commonly known worldwide for its classic LEGO brick which is the foundation for all of the company‟s products.
  • Founded in 1932 by carpenter Ole Kirk Christiansen
  • The company‟s name “LEGO” was established in 1934 and is formed by the first two letters of the Danish words LEG GODT, which means “play well”
  • With sales in 130 countries and more than 8,000 employees worldwide, the LEGO Group is the world‟s fifth-largest manufacturer of toys


A History of Lego's Toy Industry Dominance in 3 Minutes

https://www.youtube.com/watch?v=Q9sORKPp_bE

Photo by Daniel Y. Go

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