Document Type

Case Study

Publication Date


Publication Title

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.


This is an Accepted Article published by Emerald in The CASE Journal, available at

Included in

Business Commons



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