Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • April 1995
  • Case
  • HBS Case Collection

Minnetonka Corporation: From Softsoap to Eternity

  • Format:Print
  • | Pages:12
ShareBar

Abstract

Minnetonka Corp. which was founded in 1964, began as a niche player in the gift soap and novelty toiletries markets. In 1980, it entered--and managed to capture a piece of--the mass bar-soap market with pump-dispensed Softsoap liquid soap. In 1984, the company took on the toothpaste market with plaque-fighting, pump-dispensed Check-Up. This time, success was more fleeting. Minnetonka launched the hugely successful Obsession fragrance in 1985, following up with Eternity in 1988. Minnetonka's various businesses were sold over the period 1987 to 1989. Analysis suggests that the key is the use of scope--starting a new game linked to an existing game in which rival players are already established. Analysis indicates that rivals may then deliberately choose to delay imitating the innovator if they view the innovation as: 1) sufficiently unlikely to succeed in the marketplace, and 2) sufficiently close a substitute to their existing products. A rewritten version of an earlier case.

Keywords

Innovation Strategy; Consumer Products Industry

Citation

Brandenburger, Adam M. "Minnetonka Corporation: From Softsoap to Eternity." Harvard Business School Case 795-163, April 1995.
  • Educators
  • Purchase

More from the Author

    • April 1995
    • Faculty Research

    Toy Game, The

    • April 1995 (Revised July 1995)
    • Faculty Research

    Power Play (C): 3DO in 32-bit Video Games

    • April 1995 (Revised July 1995)
    • Faculty Research

    Power Play (B): Sega in 16-bit Video Games

More from the Author
  • Toy Game, The 
  • Power Play (C): 3DO in 32-bit Video Games 
  • Power Play (B): Sega in 16-bit Video Games 
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College