Percorrer por autor "Geislinger, Adrian Cornelius"
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- How Lego rebuilt and became the top toymaker in the worldPublication . Geislinger, Adrian Cornelius; Saraiva, Gonçalo de Oliveira Vieira DinisLego is an exemplary case for a classic turnaround that put the company in an even better position in the future. In the past, Lego’s sales increased steadily over the years, however, in the 90s they showed signs of struggle and they reported their first-ever loss in the history of the company. What followed was a turbulent ride for the toymaker. After several attempts that failed, Lego finally managed to change their downward ride drastically and achieve a textbook turnaround. The case will highlight actions that resulted in the turnaround and long-term competitive advantage. Additionally, it will give information about how a change of leadership, especially during a crisis, but also in the long-term, affect the firm’s performance. The case will demonstrate how theoretical concepts come to life and it aims to give students a better understanding by presenting a compelling real-life example and to contribute to the turnaround studies.