Amity Business

School

BEHAVIORAL
SCIENCE CASE STUDY
UNNATIE SRIVASTAVA – C01
VANEE BATRA – C02
SWALEHA KHAN – C03
HANNU SHARMA – C04
MANVEET ARORA – C05
 Amity Business
School
CASE FACTS AND HIGHLIGHTS

 Apple filed a lawsuit accusing Samsung of copying the “look and feel” of the
iPhone.
 Samsung countersued Apple for not paying royalties for using its wireless
transmission technology
 Samsung is one of Apple’s biggest supplier – strong incentive to avoid legal battles
 Two-day mediated talks between the CEOs ended in impasse
 Ended up in court – Samsung lost $409 million to Apple
 Amity Business
School
CASE FACTS AND HIGHLIGHTS

 Problem:
Focusing more on acquisition than finding a solution
Escalation of commitment
Not involving the right parties
Imbalance of power among concerned parties
Going underprepared for a negotiation