Becoming a player changes the game for the others. The NutraSweet Case: Players:Coke ,Pepsi, Monsanto, Holland Sweetener Co. (HSC) Monsanto’spatent on NutraSweet (aspartame) used in Diet Coke and Pepsi was due to expire (earlier in Europe than the USA) Coke encouraged HSC to build an aspartame plant in Europe ,whichled to a price war between HSC and Monsanto there