LEGO is one of the world’s most recognizable toys. The small, colorful building blocks have spawned countless sets, figurines, video games, and even movies and theme parks. LEGO is built on a very simple concept: Each block fits together with every other block, which creates an endless combination of buildings, robots, cars, and anything else the user can think of. LEGO employs a design-thinking approach to its product innovation, keeping things fresh with new releases that utilize the colorful bricks in creative ways. In 2017, LEGO became the world’s largest toy manufacturer and is one of the strongest brands across all industries.........

1. How does LEGO manage to constantly reinvent its business?

2. What role did marketing research play in LEGO’s market success?

3. What differentiates LEGO from its competitors? Is LEGO’s competitive advantage sustainable?