Nintendo's Yamauchi: No More Playing Around

After months of being bloodied by Sega Enterprises Ltd. in North America, Nintendo Co. President Hiroshi Yamauchi is taking off the gloves. In a talk with BUSINESS WEEK at his spartan headquarters in Kyoto, Yamauchi revealed a plan to recoup market share. Many details remain vague. But the stern, 66-year-old patriarch of Japan's biggest game company made one thing clear: He'll make big changes in the way Nintendo manages its U.S. operation, promotes its products, and develops games.

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