The internationalization process of LEGO Group - a case study

Služevský, Pavel

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Theses 06qoqk

The internationalization process of LEGO Group - a case study – Pavel Služevský

Pavel Služevský

Diplomová práce

The internationalization process of LEGO Group - a case study

Abstract:

The aim of this thesis is to provide an insight into the internationalization process of the LEGO Group, and the main focus is to analyze the LEGO Group's internationalization steps and process with a known internationalization theory-model, namely the Uppsala model by J. Johanson and J. Vahlne (1977), that originated in Sweden. This model focuses on the gradual increase in involvement, and the gradual commitment to foreign markets, with a strong focus on current experience and knowledge and the gain of new experience and knowledge with each step along the process of internationalization. The available research done with this model suggest that companies begin with low-risk, low-commitment modes of entry, for example exporting through shipping/export agents, followed by higher-risk higher-commitment modes of entry, such as own exporting companies, establishing sales subsidiaries, or wholly owned production facilities abroad. Therefore, the underlying concept is that companies gradually move into a market as they gain more knowledge and experience and reduce uncertainty in the new market. Moreover, the Uppsala model deals with the preferences of firms to enter certain markets that are close to their home country in terms of psychic distance, which could be explained in degrees of differentiation in language, culture, political systems, and other factors affecting communication, cooperation, understanding, and generally the sentiment in the new market entered about the services/products offered and the companies themselves. The Uppsala model is one of the most widely used and influential models of internationalization and is being continuously updated by the authors. As mentioned before, the focus is on the internationalization process of the LEGO Group analyzed by the Uppsala model. LEGO is a Danish company with focus on plastic bricks - toy brick sets - that allow children and adults to explore their creativity and imagination. Today, LEGO is known all around the world for their iconic bricks and mini-figures, so we could say that their internationalization choices and decisions led them to become a global leader in the toy industry. At the beginning of this research, it was expected, based on the knowledge about LEGO, that LEGO Group's internationalization processes were in line with the Uppsala Model theory, and this expectation was later challenged. The research for this thesis was conducted mainly on the internet - through research papers, theses, case studies, newspaper articles, and blogs. (Hult et al., 2020) (HKT Consultant, n.d.) (Angola Transparency, n.d. …více

Abstract:

The aim of this thesis is to provide an insight into the internationalization process of the LEGO Group, and the main focus is to analyze the LEGO Group's internationalization steps and process with a known internationalization theory-model, namely the Uppsala model by J. Johanson and J. Vahlne (1977), that originated in Sweden. This model focuses on the gradual increase in involvement, and the gradual commitment to foreign markets, with a strong focus on current experience and knowledge and the gain of new experience and knowledge with each step along the process of internationalization. The available research done with this model suggest that companies begin with low-risk, low-commitment modes of entry, for example exporting through shipping/export agents, followed by higher-risk higher-commitment modes of entry, such as own exporting companies, establishing sales subsidiaries, or wholly owned production facilities abroad. Therefore, the underlying concept is that companies gradually move into a market as they gain more knowledge and experience and reduce uncertainty in the new market. Moreover, the Uppsala model deals with the preferences of firms to enter certain markets that are close to their home country in terms of psychic distance, which could be explained in degrees of differentiation in language, culture, political systems, and other factors affecting communication, cooperation, understanding, and generally the sentiment in the new market entered about the services/products offered and the companies themselves. The Uppsala model is one of the most widely used and influential models of internationalization and is being continuously updated by the authors. As mentioned before, the focus is on the internationalization process of the LEGO Group analyzed by the Uppsala model. LEGO is a Danish company with focus on plastic bricks - toy brick sets - that allow children and adults to explore their creativity and imagination. Today, LEGO is known all around the world for their iconic bricks and mini-figures, so we could say that their internationalization choices and decisions led them to become a global leader in the toy industry. At the beginning of this research, it was expected, based on the knowledge about LEGO, that LEGO Group's internationalization processes were in line with the Uppsala Model theory, and this expectation was later challenged. The research for this thesis was conducted mainly on the internet - through research papers, theses, case studies, newspaper articles, and blogs. (Hult et al., 2020) (HKT Consultant, n.d.) (Angola Transparency, n.d. …více

Keywords

internationalization lego lego group uppsala uppsala model analysis case study international management

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 5. 4. 2024

Obhajoba závěrečné práce

Vedoucí: prof. Dr. Stefan Eckert

Citační záznam

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Citace dle ISO 690:

SLUŽEVSKÝ, Pavel. \textit{The internationalization process of LEGO Group - a case study}. Online. Diplomová práce. Liberec: Technická univerzita v Liberci, Ekonomická fakulta. 2024. Dostupné z: https://theses.cz/id/06qoqk/.

{{Citace kvalifikační práce
 | příjmení = Služevský
 | jméno = Pavel
 | instituce = Technická univerzita v Liberci, Ekonomická fakulta
 | titul = The internationalization process of LEGO Group - a case study
 | url = https://theses.cz/id/06qoqk/
 | typ práce = Diplomová práce
 | vedoucí = prof. Dr. Stefan Eckert
 | rok = 2024
 | počet stran =
 | strany =
 | citace = 2025-09-06
 | poznámka =
 | jazyk = 
}}

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Služevský, Pavel. The internationalization process of LEGO Group - a case study. Liberec, 2024. diplomová práce (Ing.). Technická univerzita v Liberci. Ekonomická fakulta

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Instituce archivující a zpřístupňující práci: Technická univerzita v Liberci, Ekonomická fakulta

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Technická univerzita v Liberci

Ekonomická fakulta

Magisterský studijní program / obor:
International Management / International Management

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Theses 06qoqk 06qoqk/2

5. 4. 2024

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thesis Sluzevsky_Internationalization_process_of_the_LEGO_Group_.pdf

Šmída, J.

6. 4. 2024

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The internationalization process of LEGO Group - a case study – Pavel Služevský

Pavel Služevský

Diplomová práce

The internationalization process of LEGO Group - a case study

The internationalization process of LEGO Group - a case study

Abstract:

Abstract:

Keywords

Obhajoba závěrečné práce

Citační záznam

Citace dle ISO 690:

Jak správně citovat práci

Plný text práce

Obsah online archivu závěrečné práce

Jak jinak získat přístup k textu

Technická univerzita v Liberci

Práce na příbuzné téma

Složky

Soubory

Co je jinak přidání souboru

Co je jinak další operace se soubory

Co je jinak pohled pro experty

Co je nové vyhledávání souborů

Co je nové rychlý přístup k souborům

Co se chystá