LEGO Diversity Case Summary

1. Recap the Facts I learned from Uli's slideshow LEGO made action figures in yellow to allow children to allow their imaginations to think of the figures as any color. The diversity of the toys moves into the hiring process to equalize the diversity in the company. I have noticed in most of our slideshows there is a certain percentage of women in executive teams. LEGO has one woman in the executive team. This was surprising because I stereotype women as caregivers for children and would know more about how children play with toys than men. LEGO has acknowledged the need for more female leaders in the upper echelons according to the slideshow. However, this mix of more males than females seems to be working for the company because it reaped
according to the Department of Labor laws. The laws seem to be working for LEGO and the LEGO diversity policy from 2015 has promised to increased the minority workforce by 25%. Uli tells of the largest diversity issue being the yellow figurines. The yellow color has been questioned and the company has stated it does not respond to any skin color. The EEOC has a page specifically for the purpose of filing a claim https://www.eeoc.gov/employees/charge.cfm for discrimination. The legal examiner website provides steps to take in case of workplace discrimination http://wiki.legalexaminer.com/help-center/articles/what-to-do-when-discrimination-happens.aspx and has suggestions to attempt other than legal action since discrimination is difficult to prove. Arbitration, compulsory arbitration, and settlement may be better alternatives than a court
Uli tells us that LEGO changed its marketing strategy from exclusively boys to both genders in 1981 with the “What it is is beautiful” campaign where children of all genders play with LEGOs. The LEGO Research Institute is working to improve the availability of toys for girls. Since the 1980s LEGO has changed advertising strategies to show a pair of hands building with the toys and finally in 2006 ads featuring blocks over a shadow. LEGO attempts to market toward a very large diverse consumer market following Rule Utilitarianism. LEGO began an Ambassador Network program in 2005 to discover ideas for people who enjoy the toy who are aged 19-65 since discovering an adult enjoyed LEGOs also. LAN is a very successful marketing research toold to discover consumer preferences and pricing. This marketing strategy has st the price at less than $0.10 each piece. Stereotyping can lead to reducing motivation http://pwq.sagepub.com/content/early/2013/03/21/0361684313480045 and this does not seem to be the case with the LEGO company.
5. (2 points) Summarize at least one article or study that proves biases exist in high-tech