Two Assignment so be completed

BUS 638 Week 4 - Discussion Forum 1

Guided Response: Respond to at least two of your classmates by commenting on their posts with constructive comments that move the conversation forward. Though two replies are the basic expectation for class discussions, for deeper engagement and learning, you are encouraged to provide responses to additional students and to respond to any comments or questions from other students. In addition, responding to the instructor’s questions or comments is mandatory. Continuing to engage with peers and the instructor will further the conversation and provide you with opportunities to demonstrate your content expertise, critical thinking, and real-world experiences with the discussion topics.

There are two of my classmate’s discussion that is on this document. I need to respond to each one. Kevin Boudreau and Kathryn Magoteaux

Please follow the instruction above and make it as detailed as possible.

Kevin Boudreau

YesterdayOct 15 at 7:46pm

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The LEGO company started in 1932 in Billund Denmark. However, the company we know now is not the same company in which is stated as. The company started its business making  wooden furniture but after the Great Depression the company started making wooden toys and later plastic bricks or as we now know them as Legos. The company utilozes knowledge sharing by not only creating alliances with popular fictional worlds that kids love like Disney, Star wars, Mario, and so much more. LEGO has managed to bring childrens fantasies to life. The advantage of LEGO utilizing virtual teams is that in a way it is easier to put out information. It also make sit easier to communicate with team members. Hiwever a disadvantage to this is that people interpret information differently and it is important that the keader take charge to make sure that everyone is understanding the message on the same page. That is why LEGO makes a follow up preformance.

Gloval alliances impact LEGO social responsibility alliances because by creating alliances with several different companies, their product is not only a reflection of the LEGO company but also of its partners.  This means that the actions and stands LEGO chooses will affect its partnerships. An international cultural mindset has a positive effect on alliances because this way LEGO's alliances know what the companies mission and vision is from the get go. Local culture can affect alliances made with LEGO because there are certain fantasy worlds that dont go well with the culture and traditions of the community.

Kathryn Magoteaux

YesterdayOct 15 at 8:58pm

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The most detailed source for a complete listing of LEGO licensing partners is on Fandom’s Brickipedia.  LEGO started with Star Wars and is far from finished.  Some of LEGO’s additional partnerships include Disney, Harry Potter, Jurassic World Series, Spiderman, Batman, Avatar: The Last Airbender, SpongeBob, Marvel, Dr. Who, Shell, Ferrari, Levi, Adidas, IKEA, and Tongal (Licensed themes).

How can a firm like LEGO utilize knowledge sharing to promote additional alliance opportunities?

“Strategic alliances are voluntary agreements of cooperation between firms” (Peng, 2017, p. 374). Peng states, “alliances must create value” (p. 377). For LEGO, they strategically partner with other brands that complement their brand and sell their product. The list of partnerships above. Understanding their consumer base, they, along with their partners, have added to their brand. The LEGO brand includes playsets but has added movies, video games, apps, programming, digital creation, etc. These lead to other alliances like the LEGO World Builder, powered by Tongal (LEGO News). Tongal’s “LEGO World Builder is the official way for LEGO fans to create and pitch the next LEGO series, story, video game, or even full-fledged LEGO franchise” (Tongal). This innovative platform is designed specifically for knowledge sharing.

What are the advantages and disadvantages of LEGO utilizing virtual teams for alliance negotiation, implementation, and follow-up performance?

Global virtual teams consist of members that "are physically dispersed in multiple locations globally and often operate on a virtual basis" (Peng, 2017, p. 421). LEGO's global virtual use can be problematic, leading to "communication and relationship barriers" (p. 421).  Lack of face-to-face interactions can lead to misunderstandings, blocked information sharing, and an inability to interpret non-verbal cues (p. 421).  However, if virtual teams can be utilized, LEGO can realize cost savings in travel expenses and increase employees' productivity because they are not spending time traveling. LEGO should exercise a combination of face-to-face and virtual team meetings.

How can global alliances impact LEGO’s social responsibility strategies?

LEGO had had an alliance with Shell dating back to the 1960s (Brittlebank, 2014, para. 1).  After negative publicity in 2014 from Greenpeace due to its association with Shell Global, the company has made a concentrated effort to change its reputation (Gauss, 2019, para. 11).  Lego's CSR efforts include a partnership with the World Wildlife Fund, a commitment to reduce its carbon footprint, and be utilizing 100 percent renewable energy by 2030 (para. 13).  Lego has begun to implement and is planning to "use environmentally friendly materials to produce all of its core products and packaging" within the next ten years (Gavin, 2019, para. 6).  Lego has committed to investing millions in research development to develop sustainable materials (para. 8).  From 2103 to 2014, Lego realized savings by reducing packaging size by 14%, eliminating roughly 7K tons of cardboard (para. 7).  In this situation, Lego could choose to turn a blind eye to how its operations negatively impact the environment.  Instead, they have become a leader in CSR initiatives.

 

Brittlebank, W. (2014, October 09). Lego to end Shell deal after Greenpeace anti-Artic drilling campaign. Retrieved from http://www.climateaction.org/news/lego_to_end_shell_deal_after_greenpeace_anti_artic_drilling_campaign/#:~:text=09 October 2014-,Lego will end its partnership with Shell that dates back,disclose when that would be.

Create the Next Great LEGO Series, Story or Character on LEGO World Builder! (n.d.). Retrieved from https://tongal.com/blog/news/create-the-next-great-lego-series-story-or-character-on-lego-world-builder

Gauss, A. (2019, July 24). 6 Socially Responsible Companies to Applaud. Retrieved from https://www.classy.org/blog/6-socially-responsible-companies-applaud/ (Links to an external site.).

Gavin, M. (2019, June 06). 3 Corporate Social Responsibility Examples That Were Successful: HBS Online. Retrieved June 19, 2020, from https://online.hbs.edu/blog/post/corporate-social-responsibility-examples

LEGO® News. (n.d.). Retrieved from https://www.lego.com/en-us/aboutus/newsroom/?sort=latest&categories=blt23d02ac821c24eff

Licensed themes. (n.d.). Retrieved October 15, 2020, from https://brickipedia.fandom.com/wiki/Licensed_themes

Peng, M. W. (2017). Global business (4th ed.). Retrieved from https://redshelf.com/