Unleashing the Power of LEGO ^® in Teaching Strategic Management

Understanding key concepts and theories in strategy is essential for students to know why some firms outperform others. Traditional teaching methodologies, such as case studies and simulations, can help students understand and apply the key concepts/theories in a real-world scenario. However, relying too much on case studies and simulations may cause fatigue. Some mature students may find these teaching methodologies less appealing due to their advanced working experience. This paper outlines an innovative experiential learning exercise that transcends traditional teaching methodologies and offers a unique avenue for students to engage with theoretical frameworks. This teaching approach incorporates LEGO ® sets as a learning tool to enhance the internal assimilation of strategic concepts, such as the resource-based view, while providing students with a memorable and enjoyable experience. It also catalyses cognitive assimilation to ensure long-term retention, fostering collaboration and team-building and encouraging communication, and problem-solving.