Two Company Strategies How does the theory of cumulative advantage play
out for companies other than Procter & Gamble? JØrgen Vig Knudstorp,
cochairman of the LEGO Brand Group, built his company’s cumulative
advantage by mining the emotional connection that so many people have
with the colorful blocks. “If you can make your brand a value— a part of
someone’s identity—you have a really powerful competitive advantage,”
he says. “But it all begins with making your brand a habit.” [ABSTRACT
FROM AUTHOR]