LEGO® Friends: Leveraging Competitive Advantage

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


After analyzing the case, students should be able to:

  • Understand the connection between a firm’s assets and its activities

  • Identify new resources and capabilities required for a change in strategic focus

  • Recognize the consequences of poorly matched assets and market opportunities



Mazzeo, M. and Merkley, G. (2017), "LEGO® Friends: Leveraging Competitive Advantage", Kellogg School of Management Cases.

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