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Thumbnail image for product with reference number 9-590-069
MSA: The Software Company - Planning the AMAPS Product Line
Case
-
Reference no. 9-590-069
Subject category: Marketing
Authors: Robert J Dolan (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1990
Version: 15 February 1990
Length: 31 pages
Data source: Field research
Topics: Market analysis; Market research; Models; Product design; Product introduction; Software; Tradeoff analysis
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Abstract

MSA has commissioned a major market research study to assess demand potential for a computer software system designed for aerospace and defense contractors. Students must evaluate the results of the study (including a conjoint analysis) to assess whether MSA should invest in R&D to upgrade the technology or build a sales organization.
Location:
United States
Industry:
Computer software
Size:
Mid-size, USD250 million revenues
Other setting(s):
1988
Thumbnail image for product with reference number 5-592-102
MSA: The Software Company - Planning the AMAPS Product Line
Teaching note
-
Reference no. 5-592-102
Subject category: Marketing
Authors: Robert J Dolan (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1992
Version: 8 June 1992
Length: 12 pages
View full details

About

Abstract

MSA has commissioned a major market research study to assess demand potential for a computer software system designed for aerospace and defense contractors. Students must evaluate the results of the study (including a conjoint analysis) to assess whether MSA should invest in R&D to upgrade the technology or build a sales organization.

Settings

Location:
United States
Industry:
Computer software
Size:
Mid-size, USD250 million revenues
Other setting(s):
1988

Related

Thumbnail image for product with reference number 5-592-102
MSA: The Software Company - Planning the AMAPS Product Line
Teaching note
-
Reference no. 5-592-102
Subject category: Marketing
Authors: Robert J Dolan (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1992
Version: 8 June 1992
Length: 12 pages
View full details