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Case
| HBS Case Collection
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1990
(Revised from original version)
MSA: The Software Company--Planning the AMAPs Product Line
by
Robert J. Dolan
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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.
Keywords: Product;
Marketing;
Mathematical Methods;
Software;