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Volume 16, Issue 3
21 July 2020
The CASE Journal Cover Image for Volume 16, Issue 3
Case Study| May 06 2020

Nintendo’s next move Available to Purchase

Skyler King;
Skyler King
Department of Business Administration at Weber State University, Ogden, Utah,
USA

Skyler King is based at the Department of Business Administration at Weber State University, Ogden, Utah, USA.

Skyler King can be contacted at: skylerking@weber.edu
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Ismail Karabas;
Ismail Karabas
Department of Marketing at Murray State University, Murray, Kentucky,
USA

Ismail Karabas is based at the Department of Marketing at Murray State University, Murray, Kentucky, USA.

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Anthony Allred
Anthony Allred
Department of Business Administration at Weber State University, Ogden, Utah,
USA

Anthony Allred is based at the Department of Business Administration at Weber State University, Ogden, Utah, USA.

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Author & Article Information
Skyler King can be contacted at: skylerking@weber.edu
Publisher: Emerald Publishing
© Emerald Publishing Limited
2020
Emerald Publishing Limited
Licensed re-use rights only
The CASE Journal (2020) 16 (3): 279–288.
https://doi.org/10.1108/TCJ-09-2019-0082
Connected Content
Case study: Nintendo’s next move

See also

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:
Nintendo, Core competency, Marketing, Strategy, Gaming
© Emerald Publishing Limited
2020
Emerald Publishing Limited
Licensed re-use rights only
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