Lego Group, the manufacturer of Lego-brand toys, is a company that demonstrates ethical behavior, social responsibility, and environmental sustainment. Lego has a steady and strong presence implementing strategic management strategies with its values of sustainability, education, and societal contributions.
The Lego Group promotes human flourishing by embracing humanity that serves everyone’s interest and promoting the growth, development, and holistic well-being of individuals and communities. The company believes every child should have an opportunity to achieve potential and learning through play is a powerful way to develop skills that will allow children to solve problems creatively, boosting confidence and tackle challenges ahead (Lego, n.d.). Lego strives to create a responsible place of work for employees, one in which they can thrive and be their best. The company focuses on making the workplaces inclusive, safe and motivating, where only the highest standards of ethical business behavior are maintained. Employees are encouraged to be proud to work for the organization and help build diversity, which in turn, creates and inspires a cultural working environment, through this effort transparent is shown throughout the operations with suppliers who share ambition and commitment. Lego’s 12 principles reinforce their ethical business operations and how their work culture relates to children, communities, the environment, and the market industry (Lego, n.d.). The company’s primary purpose is to ensure all stakeholders involved in making Lego products have fair and decent working conditions and the environment is protected for future generations. Lego intends to build long-term relationships, working together to solve challenges and identify opportunities and reward those who strive for best practice. Another goal for the organization is environmental focus eliminating waste. Lego is implementing a zero waste to landfill target ambition for 2025, to ensure no waste from their facilities (Lego, n.d.).
Innovation and leadership have an essential role in strategic management, as this improves an organization’s position in competing markets. Lego's strategic management inspires creativity and innovation by redesigning its corporate strategy to drive business growth, generate value for the organization, the customers, and the environment, in addition to creating a competitive advantage by implementing a variety of programs structured for employees, children, and communities.
Lego’s innovation, leadership, and strategic management demonstrate the organization's compassion and commitment to growth, development, and cultivating the environment to elevate the organization’s ability to achieve and sustain competitive advantage. For example, in the first half of 2021, Lego launched Best of Both, a flexible hybrid way of working which offers colleagues the opportunity to work from home if they need to focus or come into the office and enjoy the benefits of face-to-face collaboration. Lego's strategy is three days in the office and two days away from the office, at home. Also introduced in 2020, employees around the world now benefit from two weeks of caregiver leave (4 weeks by the end of 2022 globally) to make it easier for Lego employees to take care of loved ones, and a fully deployed global safety net to ensure financial security for colleagues and their families in case of death or permanent disability. (Lego, n.d.).
Do you agree. Please explain.