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商品編號： 9-793-098 出版日期： 1993/01/29 作者姓名： Brandenburger, Adam 商品類別： Other 商品規格： 2p 再版日期： 1995/04/10 地域： Canada;United States;Europe 產業： Food services 個案年度： -
商品敘述：
In the mid-1980s, the Holland Sweetener Co. (HSC) was facing the decision whether to enter the European and Canadian aspartame markets, following the ending of NutraSweet''s patents there. A major question facing HSC was whether NutraSweet would respond to entry in an accommodating, or an aggresive, manner. Thus, NutraSweet might initiate a price war in Europe or Canada as a warning to anyone considering entry into the U.S. market, once its patent expired there in 1992. On the other hand, such a response might simply be viewed as ""water under the bridge"" by the time the U.S. market opened up. In that case, NutraSweet might do better opting for a live-and-let-live approach in Europe and Canada. Given the uncertainty surrounding NutraSweet''s reaction, HSC had to make its entry decision in a fog. This case explores some aspects of the game between a company that is established in a number of markets and companies that seek to enter those markets.
涵蓋領域：
Market entry;Competition;Game theory;Risk;Patents
相關資料：
Case Teaching Note, (5-795-169), 9p, by Adam Brandenburger
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