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V. Brian Viard
Assistant Professor of Strategy and Economics
Cheung Kong Graduate School of Business
The Instant Messaging Battle: New Enemies and Widening Conflict, 2010.
Follow-on case to "The Long Battle for an Instant Messaging Standard" (below). IIIustrates the strategic issues in forming alliances in the midst of a complex standards war with multiple standards and new technologies.
Blizzard v. bnetd.org: Managing Intellectual Property, with Pamela Yatsko, 2007.
Illustrates legal and non-legal alternatives for managing intellectual property of digital goods. Game maker Blizzard filed a lawsuit in 2002 against the developers of the bnetd project, a volunteer effort to address frustrations with playing Blizzard’s games on its online gaming service.
ezboard: Making Customers Pay, with Pamela Yatsko, 2005.
Illustrates the challenges of pricing a digital product to avoid the “death spiral” of declining prices that these products usually exhibit. The CEO of ezboard is preparing to issue a new release of their bulletin board product and must determine its pricing structure.
The Long Battle for an Instant Messaging Standard, with Steven Fan, 2005.
Poses the strategic choices in fighting a standards war. Instant messaging firms have employed a variety of tactics to push their individual standards, allowing students to evaluate their strategic effectiveness.
Netflix: Opening or Closing Credits in Online Movie Distribution?, with Jessica Phillips Patrick, 2004.
Illustrates the management of industry transitions driven by technology. Netflix takes advantage of an earlier transition (from the VCR to the DVD) and must determine how to respond to the oncoming transition to video-on-demand.
Tata Consultancy Services: Globalization of Software Services, with Sanjeev Dheer and John Roberts, 1995.
EDS Information Technology Outsourcing, with Sanjeev Dheer and Garth Saloner, 1993.
Video of me discussing use of cases: click here (will take few seconds to start).