Apple Inc. sued Samsung Electronics for approximately $2 billion, claiming that Samsung trespassed some of its patents by replicating Apple's merchandise features.
A conjoint analysis was used by Apple's expert witness team so as to impute a value to the product features in question-therefore attempting to assess the magnitude of Apples' revenue loss as a consequence of the patent infringement. This case asks students to rate the design of the study in addition to the benefits and drawbacks of its own use in this context.
PUBLICATION DATE: October 20, 2014 PRODUCT #: CU137-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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