LegoPaper details:
Read chapters 1, 2, and 3 thoroughly. Take notes and highlight as you read the chapters. Then, pick one brand from the list below and investigate its product portfolio and website. You can learn a lot from a brand’s performance in the marketplace by analyzing its annual report and/or social responsibility report – which are usually found as links on its homepage – and by retrieving news stories related to a brand’s history, reputation, and campaigns

Identify and discuss items in chapters 1, 2, and 3 that best apply to the brand’s online activities in its attempts to foster stronger relationships with its stakeholders, and offer insights into its business model (chapter 3).
THE COMPANY IS Lego