The Linux Compete strategy: An analytics case study

Marco Vriens and Chad Vidden
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Marco Vriens: Chief Executive Officer, Kwantum, USA
Chad Vidden: Associate Professor of Mathematics and Statistics, University of Wisconsin-La Crosse, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2019, vol. 5, issue 2, 129-136

Abstract: This paper examines how Microsoft dealt with the threat of an emerging competitor to its server operating system. The paper describes how a survey-based approach was used to identify the key drivers of customer brand preference and how Microsoft used multiple analytical approaches to quantify the potential threat. The context required both business understanding as well as forecasting and prediction accuracy. With these requirements in mind, the paper uses simulated data to demonstrate how, in this case, some approaches work better than others. The paper also briefly discusses the challenges encountered in getting management to act on the insights obtained through such analytical work.

Keywords: advanced analytics; regression; decision trees; random forests; change management (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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