Abstract: “In January 2014 the management of Nintendo released the results of the financial year 2013. The company’s recent results could be compared to playing a video game over and over again, putting in enormous effort and soul, only to experience a major defeat after all. The forecasted profit of 55 billion yen was not reached, and was replaced instead by a loss of around 25 billion yen due to poor sales of the latest console, the Wii-U.”

Keywords: Nintendo, Japan, Strategy, Crisis