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The teaching objective of this case is to make students discuss and outline the complexity of e-commerce business oriented issues for a global manufacturer with a brand name to protect. The case is open-ended and does not have a set solution, nor does it follow a specific trail. The bulk of LEGO Company''s products are sold via retailers. However LEGO Company had an established mail-order sales organisation in the US and in 1998 LEGO Company set up an Internet sales organisation, which later was reorganised completely, integrating all direct consumer contact into one single organisation: LEGO Direct, including call centre, mail-order, Internet sales and community building. There are three types of curricula: (1) computer science or other technical IT curricula to discuss the non-technical aspects of e-commerce; (2) management-related curricula to discuss how to implement e-commerce; and (3) marketing and distribution-related curricula to illustrate alternative distribution channels. The previous Internet sales organisation has been discussed in a previous case ''Designing www.LEGO.com/shop: Business Issues and Concerns'' (500-006-1).