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Case
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Reference no. M287
Subject category: Marketing
Authors: Constance E Bagley (Stanford Graduate School of Business, Stanford University); Gary E Bacher (Stanford Law School, Stanford University)
Published by: Stanford Business School
Originally published in: 1997
Version: October 1997
Length: 7 pages
Data source: Generalised experience
Topics: Marketing strategy; Legal aspects; International marketing; Antitrust laws; Computer industry; Electronics
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Abstract

Explores a variety of legal issues raised by a proposed marketing plan for the sale of personal digital assistants in the United States, Europe, and Japan by a fictitious UK company, Zeus Electronics, PLC, with sales of £12 billion. Antitrust and competition law issues include horizontal price fixing and market division, monopolization, tying arrangements, resale price maintenance, and vertical nonprice restraints. Other issues include product liability, enforceability of license terms in an unsigned 'shrink-wrap' agreement, and restrictions on promotional practices.
Location:
London, England
Industry:
Electronics
Other setting(s):
1996
Teaching note
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Reference no. M287T
Subject category: Marketing
Authors: Constance E Bagley (Stanford Graduate School of Business, Stanford University); Gary E Bacher (Stanford Law School, Stanford University)
Published by: Stanford Business School
Originally published in: 1997
Version: 1 October 1997
Length: 36 pages
Data source: Generalised experience
View full details

About

Abstract

Explores a variety of legal issues raised by a proposed marketing plan for the sale of personal digital assistants in the United States, Europe, and Japan by a fictitious UK company, Zeus Electronics, PLC, with sales of £12 billion. Antitrust and competition law issues include horizontal price fixing and market division, monopolization, tying arrangements, resale price maintenance, and vertical nonprice restraints. Other issues include product liability, enforceability of license terms in an unsigned 'shrink-wrap' agreement, and restrictions on promotional practices.

Settings

Location:
London, England
Industry:
Electronics
Other setting(s):
1996

Related

Teaching note
-
Reference no. M287T
Subject category: Marketing
Authors: Constance E Bagley (Stanford Graduate School of Business, Stanford University); Gary E Bacher (Stanford Law School, Stanford University)
Published by: Stanford Business School
Originally published in: 1997
Version: 1 October 1997
Length: 36 pages
Data source: Generalised experience
View full details