CUEGIS - others

Question 1

Lego (Innovation and Globalisation):

Answer 1

Globalisation:
- Worldwide release of THE LEGO MOVIE helped increase sales of lego toys by 15% in the first two quarters of 2014.
- THE LEGO MOVIE helped spread moral lessons (“Teamwork is important”).
- Criticism: Comments that the film was anti-christian.

Innovation:
- LEGO is increasing its research investment to find sustainable new materials that can be used to make lego bricks. Lego spent $140M to find new, more sustainable materials.

Question 2

McDonalds (Ethics and Culture):

Answer 2

Organisational culture:
- Democratic leadership style: Employee inputs are highly valued. E.g. Mcdonalds chefs conduct market research at its Hamburger University in Illinois. They come up with recipes and make recommendations to the menu.

Ethics:
- In Brazil, the Food and Hospitality Workers Union has made complaints about wage theft, poverty-level pay and mistreatment of pregnant workers.
- Obesity is a huge problem in America with 30% of people overweight. This is partly due to the huge presence of fast-food (13,000 McDonalds stores). Supersize Me: Documentary highlighting the links between McDonalds and obesity. This puts the global brand image at stake.