Worldwide patent-protected monopoly on aspartame NutraSweet, low-calorie high-intensity sweeteners, ended in 1987, entering Holland Sweetener Company (HSC) to the European market. After the arrival of the applicant, NutraSweet made to drastically reduce the price at which he proposed to aspartame to its European customers. Pricing NutraSweet course raised the question: were the actions in Europe unmistakable signal of how he would react to enter the U.S. market (where its patent expires at the end of 1992)? This case addresses some aspects of the game between the applicant (such as HSC), who want to enter the market and established player in the market (such as NutraSweet), which may participate in signaling behavior. "Hide
by Adam Brandenburger Source: Harvard Business School 2 pages. Publication Date: March 17, 1993. Prod. #: 793125-PDF-ENG
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