The CASE Journal
Management, Marketing and Business Administration
Arthur J. Bauernfeind College of Business
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.
King, S., Karabas, I. and Allred, A. (2020), "Nintendo’s next move", The CASE Journal, Vol. 16 No. 3, pp. 279-288. https://doi.org/10.1108/TCJ-09-2019-0082