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Nintendo’s next move

Skyler King (Department of Business Administration at Weber State University, Ogden, Utah, USA)
Ismail Karabas (Department of Marketing at Murray State University, Murray, Kentucky, USA)
Anthony Allred (Department of Business Administration at Weber State University, Ogden, Utah, USA)

Publication date: 6 May 2020

Issue publication date: 21 July 2020

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.

Keywords

Acknowledgements

Disclaimer. This case is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. The case was compiled from published sources.

Citation

King, S., Karabas, I. and Allred, A. (2020), "Nintendo’s next move", , Vol. 16 No. 3, pp. 279-288. https://doi.org/10.1108/TCJ-09-2019-0082

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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