This Case is aboutÂ MARKET RESEARCH
PUBLICATION DATE: October 20, 2014 PRODUCT #: CU137-HCB-ENG
Apple Inc. filed a case against Samsung Electronics for about $2 billion, claiming that Samsung breached some of its patents by replicating Apple’s merchandise attributes. A conjoint analysis was used by Apple’s expert witness team to be able to impute a value to the item characteristics in question-thus trying to measure the magnitude of Apples’ revenue loss as an outcome of the patent infringement.
This case asks students to assess the design of the study in addition to the advantages and disadvantages of its own use in this circumstance.