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In February 2015, Jørgen Vig Knudstorp, CEO of the LEGO Group, invited the national and international press to a financial briefing at the company's headquarters in Billund (Denmark). 2014 had been an exceptional year of growth for the LEGO group. Nevertheless, most of the journalists present in the room were surprised when the Danish CEO suddenly began to dance in front of the audience while singing ‘Everything is awesome’ from the LEGO Movie. Why did he do it? Was it out of spontaneous joy? Or was there a strategy behind his actions? And what were the reactions of the media and LEGO employees? What can a CEO who is dancing and singing for a few seconds or minutes in front of a group of journalists tell us about leadership roles and leadership communication? The aim of this chapter is to provide plausible answers to these questions. We combine theory of dancing with three different approaches to the study of leadership: (1) a strategic approach: the CEO as a Performer, (2) a positive organizational scholarship approach: the CEO as a Chief Happiness Officer and (3) a critical approach: the CEO as a Seducer. At the end of the chapter, we discuss how this small case study can contribute to a broader understanding of strategic communication that includes a dramaturgical and multimodal perspective.

Using the example of LEGO Friends, we investigate the discourses that develop when second-order consumers attribute moral weight to the production and marketing of toys perceived to sharpen and enforce gender norms.

We analyze reactions to LEGO Friends through a discourse analysis of online data collected from English-language blogs and news sites. The data is coded iteratively within the two primary categories of gender and the market.

We argue that children’s toys have reemerged as a moral battlefield where consumers stake out positions on the feminization and sexualization of young girls, forcing companies to take strong ideological stances while competing for market share. We show that in the debate over LEGO Friends, consumers’ discursive constructions of moral play were embedded in a heteronormative middle-class ideal that discourages expressions of stereotypical femininity.

Our data is limited to a number of online forums blogs and web sites. We do not claim to have exhaustively catalogued the reactions to LEGO Friends, but merely to have explored discursive positions staked by consumers in the unfolding debate.

This research shows that companies can benefit from addressing second-order consumers’ negotiations of brand meanings in their marketing research and campaigns, and thus avoid becoming the next target of a moral panic.

Our paper addresses brand meaning negotiations by second-order consumers, in this case buyers of children’s toys.

This chapter draws upon our experiences of using materials in research interviews. We build on the work of Woodward (2016, 2020) by reflexively exploring how our use of material objects; in this case, Lego enabled both participants and researchers to connect more fully with the entrepreneurial phenomena under investigation (Williams et al., 2021). In doing so, we unpack how our use of objects reveals the research interview as a more complex phenomenon than is typically represented (Gubrium et al., 2012).

Cognitive literary criticism is introduced as a bridge between cognitive approaches to the study of persuasion, and literary traditions in consumer research. As a successor to reader-response theory, cognitive literary theory focuses on the cognitive processes of interpretation, while keeping an eye on the aesthetic properties of the text. Paradigmatically cautious researchers might shy away from attempts to marry positivist cognitive constructs to interpretivist cultural theory, but this chapter argues that these qualms also conceal missed opportunities for the study of persuasion.

Insights from cognitive literary criticism are demonstrated at the hand of a LEGO ad.

Theory of mind and conceptual blending are crucial cognitive skills involved in the interpretation of persuasive texts.

Most research to date has kept literary and cognitive approaches to persuasion separate, black-boxing the processes of persuasion. This chapter argues for a revitalization of interest in aesthetic detail, informed by insights from cognitive science.

Recent intensification of the “politicisation of childhood” has been observed by analysts in numerous social science disciplines, and in a variety of public policy domains. Sociologists of childhood, for example, often attribute this greater politicisation both to shifts in the social construction of “social problems” and visions of children's agency (for example Mayall, 1994; Oakley, 1994, p. 17; Qvortrup, 1994; Livingstone, 2002, p. 13). Others observe this politicisation in changing patterns of defamilialisation and refamilialisation of social care and their implications for patterns of social solidarity (Leira & Saraceno, 2002 or Wincott, 2006, for example). Indeed, the politicisation of childhood – defined as the move from childhood being understood as primarily a family or parental responsibility to it being also a matter of public importance and concern – has emerged as a major theme in debates about “modernising” social policy paradigms (for example, Leira, 2002; Jenson, 2004; Esping-Andersen, Gallie, Hemerijck, & Myles, 2002).

Home-based work results in a specific spatiotemporal arrangement: one location serves as both the family home and the workplace. This mode of work shapes the everyday family life and at the same time has to be adjusted to suit the divergent needs of all family members involved, especially if children live in the same household. So far, research on home-based work has predominantly examined home-based workers’ and adults’ perspectives. Therefore, this chapter puts children’s perspectives at the centre of the inquiry and recognises the wider web of family relations and home by focussing on the spatiotemporal coordination of everyday family life.

This chapter examines how children conceptualise parental home-based work in relation to their everyday family life and home, and how they participate in family practices in the context of home-based work.

The contribution is based on original empirical data that were collected during fieldwork with 11 families in Austria. It builds on observations of daily routines in these families, photointerviews and guided tours through the home with kindergarten and primary school-aged children as well as qualitative interviews with home-based workers living in these households.

From children’s perspectives, the findings show various independences between paid work and family life when work and home coincide. The in-depth analysis of these everyday situations emphasises how children actively modify and shape everyday family life and home in the context of parental home-based work arrangements. Family practices are constantly done and in so doing turn temporarily both the house and the workspace into a home.

To determine the new responsibility and new form of CSR required in an evolving ecosystem, this chapter covers the historical evolution of CSR including the various additional labels CSR has attracted, and its many surrogate, complementary, and alternative terms and themes. Some parties still view CSR as just a form of Philanthropy; however, current definitions for CSR involve many components, which have adapted over time. The new CSR definition provided by the European Commission in 2011, for example, mirrors some of the changes created by the inclusion of the sustainable development goals (SDGs) in 2015. The creation of shared and integrated value and the ongoing development of the social enterprise industry are further developments, alongside the growing trend toward B-Corp registration, the increasing emphasis on ‘business-for-purpose’ and the rise of the ‘be the change’ movement. This chapter discusses this journey and reveals how CSR has followed a cycle of social movements through several industrial revolutions. As we head toward the Fourth Industrial Revolution and usher in the new era for Globalization 4.0, this requires new business models, new labels, and new adaptations of CSR. These concepts are introduced in this chapter and developed further in later chapters.

Educational Robotics is a research field aimed at promoting an active engaging learning through the artifacts students create and the phenomena they simulate. In fact, designing, building, and programming a small robot, users discover and learn in a playful and joyful way. Moreover, the constructivist approach fosters the development of creative and critical skills, as well as problem-solving, communication skills, cooperation, and teamwork. This chapter presents the results of a research with university students, carried out at the Università della Calabria (Italy): an Educational Robotics laboratory has been integrated in a Cognitive Psychology Course in order to examine the kind of learning, workgroup retention, and engagement. Outcomes show that engaging experiences can remarkably enhance students’ learning efficiency and retention of the acquired materials. Moreover, a rich interaction can provide entertaining and appealing experiences capable of promoting learning and understanding.

We argue that the stakeholder and CSR literature can benefit from more systematic thinking about ownership. We discuss general notions of ownership in the economics and legal literature and the entrepreneurial notion of ownership we have developed in prior work. On this basis, we argue that stakeholder theory needs to deal more systematically with ownership as an economic function that can be exercised with greater or lesser ability, may be complementary to other economic functions, and works better when assigned to homogeneous groups. Some stakeholder groups are likely to lack what we call “ownership competence,” even if they have made relationship-specific investments, in part because of a diversity of interests. We also discuss CSR from the perspective of ownership and support Friedman’s original position, but with a twist. The point of Friedman’s paper is not that firms “should” maximize profits, but that managerial pursuit of “socially responsible” activities in a discretionary way imposes costs on owners. We suggest this problem is exacerbated with entrepreneurial managers who can devise new ways to prop up their self-interested actions with new creative CSR initiatives.