Assignment Questions for Mega Minds: June 2

nd
, 2014


Case: Bitter Competition: The Holland Sweetener Company versus NutraSweet

Bitter Competition explores the competitive dynamics of two global competitors interacting
over a six-year period. The class discussion follows the moves and counter moves in the
marketplace and the courts, examining competitor responses from multiple perspectives.

1. How should Winfried Vermijs expect NutraSweet to respond to the Holland Sweetener
Company's entry into the European and Canadian aspartame markets?

2. Specifically, how should Vermijs assess the relative likelihood of the two scenarios--price
war and normal competition--he has in mind?