Abstract
Case overview/synopsis In the 1980s and 1990s, Nintendo was dominating the video game industry with a market share of 90 per cent. Since that time, market share has dropped substantially with new competitors, new technology and changing consumer preferences. This case examines the history of Nintendo including its loss of market share in a rapidly changing industry. Complexity academic level This case is suitable for undergraduate courses in strategic management where an instructor’s focus is on strategic decision-making.
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