IMD

"Importantly, Kjeld Kirk had learned about market segmentation at IMD. He believed that LEGO should create different LEGO products for different ages and interests, so the products would more precisely meet the needs of each child."

"By the threshold of the 1980s, LEGO had grown so large that neither Godtfred nor anyone else could manage to explain the quickly growing number of new employees about the values and attitudes in LEGO culture. Kjeld Kirk therefore hired three employees tasked with arranging a series of seminars for the leaders, called LUP (LEGO Univers Partners), thereby strengthening self-understanding and culture. This later became a leadership course—“The IMD Experience”—which created a common understanding of strategy, organization, market situation, and LEGO’s unique foundational ideas."