In this report, our group has d ecided to choose Nintendo to inv estigate. We are going to analyze Nintendo’s profit-making performance in two different aspects: ethical and behavioral issue. However, first, we would like to provide some basic background about Nintendo and what Ninten do is now competing in present years. Background Nintendo is a Japanese multinational consumer electronics company whose headquarter is in Kyoto, Japan. At the establishment in 1889, it is only a small size card company named Nintendo Koppai. However, currently Nintendo is the biggest video game company in the world by revenue. Since 1983, Nintendo has focused on the industry of video games by launching the family home video game console in Japan. It proved to have a great success and gained reputation across regions in Asia and North America. Almost 30 years later, Nintendo had become Japan’s third most valuable listed company with a market value of over US $85 billion. Then, as of December 2013, Nintendo had sold over 670 millions hardware units and 4.2 billion software units respectively ( Wikipedia, 2014). These statistics all showed that Nintendo has competitive advantage among other competitors in the video game industry because of their success during these 30 years. Products
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