Despite the changes which have been made since 2004 one may consider that such changes have not been at the expense of the company's wider culture and corporate values. In the lead up until 2004 the Lego group may be seen as largely having a corporate cultured built around offering a high quality differentiated product (Jobber 2007) in which the experience of the child as an end user is the key consideration. Despite branching out into alternative products Lego has maintained its commitment to product quality and key concepts such as not promoting war related themes in its product portfolio. From a innovation perspective one may see that Lego previous to 2004 had the technical abilities associated with an innovative culture however in more recent years one may see that the company has been much more successful at moving such innovations from the ideas stage into the implemented strategy stage