Entrepreneurship and Innovation in Lego Company

Entrepreneurship and Innovation
INTRODUCTION...........................................................................................................................3
History of Lego Company......................................................................................................3
Mission of Lego......................................................................................................................4
The nature of the innovation and how it came into being, including details where appropriate
of key entrepreneurs underpinning the innovation.................................................................4
The organisational structure supporting the realisation of that innovation............................5
The networks established in the realisation of that innovation..............................................6
The impact of the innovation on evolution of the company and company performance.......7
The broader impact of the innovation outside the company, including any societal impact. 8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................8

INTRODUCTION
The entrepreneurship and innovation are determined as an important in overall area related
to organisation as well as government. And innovation plays an important role within an
entrepreneurship. Innovation does not mean to generate something innovative while innovator
focuses on taking something that already prevailed, develop it and alter it in order to make it
superior and best for its user. For innovation, it is significant to possess creative idea in which
innovative products and services introduced within market for achieving favourable outcomes. In
present assignment, the Lego Company is taken. It is determined as a plastic construction of toys
that is produced by The Lego group. In current competitive environment, they are needed to
bring innovation to introduce innovative practices. In current report, the innovation is connected
with launching or introducing virtual outlets that assists organisation to offer convenience to its
user and achieving competitive edge. The complete process related to generating idea in addition
with innovation that is discussed in present report. Herein, in this report there is a discussion
regarding mission, history of company and the nature of innovation that is appropriate for
entrepreneurs. And also the organisational structure which provide support to innovation and
network which is established in relation of innovation. In addition to this, there is also a
discussion regarding effect of innovation in evolution of organisation and the performance of
company and broader effect of innovation outside the organisation as well as its social effect (Bu
and Cuervo‐Cazurra, 2020).
MAIN BODY
History of Lego Company
Lego Company is determined as a plastic construction of toys that is produced by The Lego
group. The organisation flagship product and Lego signifies different colour interlocking brick of
plastic that accompanying range of gears along with different parts.The history for Lego
company started within 1932 in Danish carpentry workshop and continues into 21st century as
well known as well as a profitable line related to construction of toys and connected goods and
services involving Lego board games, Lego video games, Lego films, Lego land theme park that
is significant effect on different areas related to popular culture. In year of 1947, Ole Kirk &
Godtfred produce a sample related to interlocking plastic bags that is manufactured by
organisation kiddikraft. Hillary fisher page focuses on designing Kiddicraft self-locking building

Brick. In year of 1939, they focus on hollow cubes of plastic along with four studs in top.
Therefore, the Lego group was invented in year of 10 August 1932 in Denmark. The Lego group
focuses on opening its workshop of Ole Kirk Christiansen in year of 1891-1958, the Carpenter
who is belong from Denmark begin to making or build wooden toys within year of 1932. In year
of 1934, the company called Lego that is derived from Danish phrase leg Godt that means play
well(Ferreira, Fernandes and Ratten, 2017).
Mission of Lego
The mission of Lego group is to inspire and improve builder of tomorrow &their purpose
is to inspire and improve children so that they think creatively &innovatively, reason
systematically as well as release its potential to shape its own future. Therefore, the main mission
of Lego group is only the best good enough. The main motive of company is to provide superior
quality of toys to its user for satisfying their need. It is also useful in retaining them for a longer
period of time. The innovation is connected with launchingof virtual outlets that assists
organisation to offer convenience to its user and achieve competitive edge. Thus, they bring
innovative ideas in order to provide convenience to customer and increase profit margin in future
time period.
The nature of the innovation and how it came into being, including details where appropriate of
key entrepreneurs underpinning the innovation
Theinnovation is connected with launching or introducing virtual outlets that assists
organisation to offer convenience to its user and achieving competitive edge. The complete
process related to generating idea in addition with innovation that is discussed. To accomplish
success as well as provide better satisfaction level to be customer, it is necessary to get
innovative ideas. There is different kind of innovation & creativity is maintained for generating a
good impression in front of user during particular phase of time period. The origin related to
innovation lies in big as well as small things related to everyday life(Mitra, 2019). And, there are
different kind of thing that is improve in order to improve in order to satisfy changing need in an
appropriate manner. It is assess that the main purpose of organisation is to bring innovative ideas
related to introducing virtual outlet that help in providing convenience to customer and it is also
helpful in providing service conveniently that help in achieving competitive advantage over
rivalries in the market. In addition to this, the main purpose of bringing innovation is to increase