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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 has studied the pricing and product strategies of firms in information and technology industries, including the role of product upgrades and complementary goods. In the telecommunications industry, he has examined how entry into local telecommunications markets affects consumer welfare and how competition in cellular phone markets influences technology adoption and pricing. He has also studied whether switching costs make markets more or less competitive and the effectiveness of reward programs in creating switching costs.
Professor Viard's recent work focuses on the determinants of Internet adoption, including provider competition and availability of content. He is also currently examining the economic effects of China's efforts to reduce automobile pollution and the objectives of Chinese media companies. Professor Viard 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. He is currently developing a course comparing the strategies of firms competing in China and the U.S. He received his Ph.D. in Business Economics from the University of Chicago.