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商品編號： 9-793-125 出版日期： 1993/03/17 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： United States;Europe 產業： Food industry 個案年度： -
商品敘述：
NutraSweet''s worldwide patent-protected monopoly on aspartame, the low-calorie high-intensity sweetener, ended with the 1987 entry of the Holland Sweetener Co. (HSC) into the European market. Following the arrival of a challenger, NutraSweet acted to reduce sharply the price at which it offered aspartame to its European customers. NutraSweet''s pricing move raised the question: were its actions in Europe a credible signal of how it would respond to entry in the U.S. market (where its patent was due to expire in late 1992)? This case explores some aspects of the game between a challenger (such as HSC) that is looking to enter a market and an established player in the market (such as NutraSweet) that may engage in signalling behavior.
涵蓋領域：
Marketing;Pricing strategy;Game theory;Patents;Competitive forces
相關資料：
, (9-795-170), 9p, by Adam Brandenburger
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