Louviere's Discrete Choice Experiments are the same as Sawtooth Software's Choice-Based Conjoint (CBC). Louviere argues that academics should stop calling Discrete Choice Experiments any term that uses "Conjoint" in the label, since he argues the term conjoint should be reserved for the ratings-based conjoint approaches of Paul Green (with his full-profile card-sort conjoint) and Rich Johnson with his Adaptive Conjoint Analysis (ACA) paired profiles ratings-based system. So, he is not pleased when Sawtooth Software refers to our discrete choice experiments as Choice-Based Conjoint. Sawtooth Software decided to refer to the methodology as Choice-Based Conjoint around 1992 or so to make the link in marketers' minds that the discrete choice experiments had some key things in common with what marketers already had fallen in love with: conjoint analysis. So, it seemed natural to create that bridge with the name "Choice-Based Conjoint".
Sawtooth Software's CBC system follows closely Louviere's innovation of Discrete Choice Experiments as he and Woodworth laid out in the 1980s. It uses RUT theory (logit estimation), choices of alternatives (profiles) from sets, the possibility of using alternative-specific designs.
It's mainly a branding thing. Louviere and others who come out of the fine economics tradition (McFadden, Ben-Akiva), would prefer to see the theory and terms that were forwarded through the marketing tradition (Green, Rao) die and be fully recognized in the research and academic world as the victorious methodology and the proper terms to use.
Indeed, the economic stream (discrete choice experiments) with choices from sets, RUT theory, closely linked to the logit rule, is the dominant methodology today (about 90% of "conjoint-related" studies done by Sawtooth Software's customers are of the CBC variety rather than the ratings-based methods coming out of the marketing stream of literature). They are generally superior both from a theoretical perspective and practical perspective.
We at Sawtooth Software recognize the superiority of the discrete choice experiments, but we alternatively refer to that methodology sometimes using the discrete choice terms and sometimes using the conjoint terms. To us it's a way to be more inclusive of people whether they come from the econ tradition or the marketing tradition.