Case | HBS Case Collection | January 1990 (Revised February 1990)

MSA: The Software Company--Planning the AMAPs Product Line

by Robert J. Dolan

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;

Citation:

Dolan, Robert J. "MSA: The Software Company--Planning the AMAPs Product Line." Harvard Business School Case 590-069, January 1990. (Revised February 1990.)