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Introduction
Dr. Brian Viard is an Assistant Professor of Strategy and Economics at Cheung Kong GSB. Dr. Brian Viard received his Ph. D. in Business Economics from the University of Chicago in 2000, and an M.B.A. from Stanford Graduate School of Business. Prior to joining Cheung Kong GSB, he was an Assistant Professor of Strategic Management at Stanford University.
Research Area
His research focuses on Industrial Organization, Economics of Competitive Strategy, Applied Microeconomics, Telecommunications, Information Goods, Pricing, Entry, Switching Costs and Loyalty Programs.
Selected Publications
"Quantifying the Benefits of Entry into Local Phone Service," with Nicholas Economides and Katja Seim, The RAND Journal of Economics, Vol. 39, No. 3, 699 – 730, Autumn 2008.
"Do Frequency Reward Programs Create Switching Costs?" with Wesley Hartmann, Quantitative Marketing and Economics, Vol. 6, No. 2, 109 – 137, June 2008.
"Do Switching Costs Make Markets More or Less Competitive?: The Case of 800-Number Portability" - The RAND Journal of Economics, Vol. 38, No. 1, Spring 2007, 146 - 163.
"Information Goods Upgrades: Theory and Evidence" – The B.E. Journal of Theoretical Economics, Vol. 7, Issue 1 (Contributions), Article 3, 2007.
"Recent Advances in Structural Econometric Modeling: Dynamics, Product Positioning and Entry," (with Jean-Pierre Dube, K. Sudhir, Andrew Chiang, Greg Crawford, Michaela Draganska, Jeremy Fox, Wesley Hartmann, Gunter Hitsch, Miguel Villas-Boas, and Naufel Vilcassim) – invited in Marketing Letters, Vol. 16, Issue 3 – 4, December 2005, 209 – 224.
Published Case Studies
"Blizzard v. bnetd.org: Managing Intellectual Property" (supervised Pamela Yatsko). Stanford GSB Case #SM-154 (A) and (B), 2007. Available through Harvard Business School Publishing.
"ezboard: Making Customers Pay" (supervised Pamela Yatsko). Stanford GSB Case #SM-142, 2005.
"The Long Battle for an Instant Messaging Standard" (supervised Steven Fan). Stanford GSB Case #SM-138, 2005. Available through Harvard Business School Publishing.
"Netflix: Opening or Closing Credits in Online Movie Distribution?" (supervised Jessica Phillips Patrick). Stanford GSB Case #SM-131, 2004.
"Tata Consultancy Services: Globalization of Software Services" (with Sanjeev Dheer and John Roberts). Stanford GSB Case #S-SM-18, 1993. Available through Harvard Business School Publishing.
"EDS: Information Technology Outsourcing" (with Sanjeev Dheer and Garth Saloner). Stanford GSB Case #S-SM-3, 1992. Reprinted in Strategic Management of Technology and Innovation, Robert A. Burgelman, Modesto A. Maidique and Steven C. Wheelwright, Irwin, 2nd edition, 1996.
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