A case study of the change of brand strategy in Lego from a focus on the famous building brick to introducing a broad variety of Lego products in the children´s universe

Pernille Gjøls-Andersen

    Research output: Book/ReportPh.D. thesisResearch

    Original languageEnglish
    Place of PublicationKøbenhavn
    PublisherSamfundslitteratur
    Number of pages284
    ISBN (Print)8759381418
    Publication statusPublished - 2001
    SeriesPh.D.serie
    Number2001-18
    ISSN0906-6934

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