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Areas of Expertise: Industrial Organization, Environmental Economics, Applied Microeconomics, Economics of Competitive Strategy

Biography

Dr. Brian Viard moved to Beijing in 2007 to join the faculty of Cheung Kong Graduate School of Business (CKGSB). Prior to that, he was a professor at Stanford Graduate School of Business. Professor Viard’s research focuses on industrial organization economics, environmental economics, and economics of strategy. He has studied the pricing, product, and entry strategies of firms in information and technology industries as well as how competition 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 primarily on environmental economics including the economic effects of China’s efforts to reduce automobile pollution, the effect of air pollution on manufacturing productivity, and how spillovers between Chinese cities affects efforts to reduce air pollution. Professor Viard teaches courses on competitive strategy, managerial economics, and digital products markets and is the recipient of CKGSB’s inaugural M.B.A. Best Teaching Award. He received his Ph.D. in Business Economics from the University of Chicago.

布莱恩教授的研究方向主要集中在移动互联网和互联网产品的定位和被用户采用的决定因素，内容的可用性，产品的定价策略，以及公司在行业里的竞争战略。布莱恩教授近期的研究成果还包括了中国减少汽车排放污染和制造业污染对经济生产力的影响。布莱恩教授教所授的课有企业竞争战略，管理经济学和信息产品市场。他被黄金城网站_黄金城官网 学生评为首届最佳教学奖的得主。他的商业经济学博士学位来自于美国的芝加哥大学。

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Publications

• “A Mayor’s Perspective on Tackling Air Pollution,” (with Shihe Fu) – invited chapter in C.K.Y. Leung (Ed.), Handbook of Real Estate and Macroeconomics (413 – 437). Edward Elgar Publishing Ltd.
• “” (with Shihe Fu and Peng Zhang), Vol. 155, 102808, March 2022.
• “” (joint with Shihe Fu and Peng Zhang), The Economic Journal, Vol. 131, 3241 – 3273, November 2021.
• “” (with Shihe Fu), Journal of Economic Geography, Vol. 19, No. 3, 723 – 752, May 2019.
• “” (lead author with Shihe Fu), Journal of Public Economics, Vol. 125, 98 – 115, May 2015.
• Online Appendix: 
• “” (lead author with Anne Gron and Nicholas G. Polson), Applied Stochastic Models in Business and Industry, Vol. 31, No. 4, 435 – 456, July/August 2015.
• “” (lead author with Nicholas Economides)Management Science, 61, No. 3, 665 – 687, March 2015.
• Online Appendix: 
• “” (with Katja Seim) American Economic Journal: Microeconomics, Vol. 3, No. 2, 221 – 251, May 2011.
• “” (with Nicholas Economides and Katja Seim) The RAND Journal of Economics, Vol. 39, No. 3, 699 – 730, Autumn 2008.
• “” (with Wesley Hartmann) Quantitative Marketing and Economics, Vol. 6, No. 2, 109 – 137 (lead article), June 2008.
• “” The RAND Journal of Economics, Vol. 38, No. 1, 146 – 163, Spring 2007. 
• Working paper version with theoretical model: (Stanford GSB working paper #1773R1).
• “” The B.E. Journal of Theoretical Economics, Vol. 7, Issue 1 (Contributions), Article 3, 2007.
• “” (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.
• “” (with Nicholas Economides) in Regulation and the Economic Performance of Communication and Information Networks, edited by Gary Madden, Edward Elgar, 2011.

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Working Papers

• “Financial Deregulation and ESG: Impacts and Mechanisms,” (with Gang Zhang) – submitted.
• “The Dynamic Role of Subnational Regions in Firm Performance,” (with Haibing Shu) – submitted.
• “Evaluating Air Pollution Regulation: Separating Firm Competitiveness and Ambient Effects,” (with Guanglai Zhang, Ning Zhang, and Peng Zhang) - submitted.

Cases

• “99Bill,” with Arar Han, CKGSB Case #2011-09-1-214-1e (A) and #2011-09-1-215-1e (B), 2011. Available through .
• “Baidu: Searching for Truth?” with Arthur Chengchun Qi, CKGSB Case #2010-09-1-177-2e (A), #2010-09-1-179-2e (B), and #2010-09-1-189-2e (C), 2010. Available through .
• “The Battle for China’s Carbonated Beverage Industry,” with Christopher Hildner, CKGSB Case #2012-02-1-232-2 (A) and #2012-02-1-233-2 (B), 2012. Available through .
• “Blizzard Feels the Heat in China: Choosing a Local Partner for World of Warcraft,” with Richard Bethune, CKGSB Case #2011-09-1-190-2e (A) and #2011-09-1-195-2e (B), 2011. Available through .
• “Gushan and the Biodiesel Market: Is the Engine Running out of Gas?” with Yunfei Feng, CKGSB Case #2010-09-1-173-1e (A) and #2010-09-1-174-1e (B), 2010.
• “Third-Party Payment Systems in China,” with Arar Han, CKGSB Case #2010-09-1-163-1e, 2010. Available through .
• “The Instant Messaging Battle: New Enemies and Widening Conflict,” CKGSB Case #2010-09-1-162-1e, 2010. Available through .
• “Blizzard v. bnetd.org: Managing Intellectual Property,” with Pamela Yatsko, Stanford GSB Cases #SM-154 (A) and (B), 2007. Available through .
• “ezboard: Making Customers Pay,” with Pamela Yatsko, Stanford GSB Case #SM-142, 2005. Available through .
• “The Long Battle for an Instant Messaging Standard,” with Steven Fan, Stanford GSB Case #SM-138, 2005. Available through .
• “Netflix: Opening or Closing Credits in Online Movie Distribution?” with Jessica Phillips Patrick, Stanford GSB Case #SM-131, 2004. Available through Stanford GSB.
• “Tata Consultancy Services: Globalization of Software Services,” with Sanjeev Dheer and John Roberts, Stanford GSB case #S-SM-18, 1993. Available through .
• “EDS Information Technology Outsourcing,” with Sanjeev Dheer and Garth Saloner, 1992. Reprinted in Strategic Management of Technology and Innovation, Robert A. Burgelman, Modesto A. Maidique and Steven C. Wheelwright, Irwin, 2nd edition, 1996.

Courses

• ME 101 Managerial Economics, Module 3 2020: Syllabus
• CPSG502 Competitive Strategy, Module 5 2012: 
• MGT524 E-Commerce Strategy, Spring 2009: 
• STRAMGT374 Strategy in Information Goods Markets, Spring 2007: 
• STRAMGT630 Economics of Strategy and Organization (Ph.D. Class), Winter 2007: 
• MGT525 Competitive Strategy, Fall 2005: 

Strategy

•  (advice to Yale SOM students on strategy concepts for consulting interviews), December 9, 2005.
•  (advice to Stanford MBAs on strategy concepts for consulting interviews), January 9, 2004.