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Die Lego Story | Bausteine in der Klemme | 3
Kampf der Unternehmen
Lego im Kampf um Marktanteile: Strategien nach dem Verlust des Markenschutzes
Dieses Kapitel behandelt die Folgen eines Urteils des Europäischen Gerichtshofs im Jahr 2010, das den Markenschutz für den Legostein aufhob. Trotz der daraus resultierenden Konkurrenz und Preisnachlässe hat Lego durch strategische Maßnahmen seine Marktstellung gefestigt und ausgebaut.
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