Exercise 3

Please watch Brick by Brick: Inside Lego and answer the questions listed below. Please note that all questions must be answered in paragraph format. (Your paragraphs should not exceed ten lines, however). You will be graded on the basis of the quality and clarity of your analysis.

1) Please explain why the Adult Fans of Lego (AFOLs) are important for the toy manufacturer? How do they help Lego perform more efficiently and build better toys?

2) Please explain why Lego executives say Lego products are fundamentally similar to binary. Why is this insight important for the company?

3) Please select three factors other than those listed above that explain Lego’s dramatic turnaround and success. (You should devote one paragraph to each topic (factor) that you select).

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