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The Linux Compete strategy: An analytics case study

Author

Listed:
  • Vriens, Marco

    (Chief Executive Officer, Kwantum, USA)

  • Vidden, Chad

    (Associate Professor of Mathematics and Statistics, University of Wisconsin-La Crosse, USA)

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.

Suggested Citation

  • Vriens, Marco & Vidden, Chad, 2019. "The Linux Compete strategy: An analytics case study," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 5(2), pages 129-136, July.
    • Handle: RePEc:aza:ama000:y:2019:v:5:i:2:p:129-136
    as

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    More about this item

    Keywords

    advanced analytics; regression; decision trees; random forests; change management;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

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