Minnetonka Corporation, founded in 1964, began as a niche player in the gift and novelty soap toiletries markets. In 1980, he joined - and managed to capture some of the - weight bar soap market with a pump dispense Softsoap liquid soap. In 1984, the company took the toothpaste market with plaque fighting pump dispense Check-Up. This time, success was more fleeting. Minnetonka started a very successful fragrance Obsession in 1985, following up with Eternity in 1988. Minnetonka in various businesses were sold in the period from 1987 to 1989. Analysis shows that the key is to use areas - starting a new game associated with existing game in which an opponent is already installed. The analysis shows that competitors can consciously choose what to hold mimic innovator, if they view innovation as: 1) small enough chance of success in the market, and 2) close enough to replace existing products. Rewritten version of the previous case. "Hide
by Adam Brandenburger, Vijay Krishna Source: Harvard Business School 12 pages. Publication Date: April 21, 1995. Prod. #: 795163-PDF-ENG
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