How did conjoint analysis support Apple’s $2 billion lawsuit against Samsung?
Apple Inc. sued Samsung Electronics for approximately $2 billion, contending that Samsung violated some of its patents by copying Apple’s product features. Apple’s expert witness team used a conjoint analysis in order to assign a value to the product features in question—thereby attempting to assess the magnitude of Apples’ revenue loss as a result of the patent infringement. This case asks students to evaluate the design of this study as well as the pros and cons of its use in this context.
Case ID: 150505