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V. Brian Viard
Assistant Professor of Strategy and Economics
Cheung Kong Graduate School of Business
V. Brian Viard moved to Beijing in 2007 to join the faculty of Cheung Kong Graduate School of Business (CKGSB) as Assistant Professor of Strategy and Economics. Prior to that, he was a professor at Stanford Graduate School of Business. Professor Viard's research focuses on industrial organization economics and the economics of strategy. He teaches courses on competitive strategy, managerial economics, and information goods markets and is the recipient of CKGSB's inaugural M.B.A. Best Teaching Award.
Professor Viard has studied the pricing and product strategies of firms in information and technology industries, such as telecommunications and software. He has examined how firms set prices of successive versions of software and how network externalities influence the pricing and quality of software. In the telecommunications industry, he has studied how entry into local telecommunications markets affects consumer welfare and how competition in cellular phone markets influences technology adoption and pricing. In the area of switching costs he has studied whether switching costs make markets more or less competitive and the effectiveness of reward programs in creating switching costs.
His current work focuses on factors affecting Internet access, including provider competition and availability of content.