'Judo is the art of hand-to-hand fighting in which the weight and efforts of one's opponents are used to bring about their defeat,' Yoffie explained to the audience. The tales of these two firms (along with that of Donna Dubinsky, a member of the HBS Class of 1981 and CEO of Handspring, the maker of Visor personal organizers) are the subject of Masters of Judo Strategy (Harvard Business School Publishing), a soon-to-be-published book by HBS Professor David Yoffie, who served as moderator of the panel. Founded in 1992, CNET has fared so well in the marketplace that last summer it bought the online properties of giant rival Ziff-Davis and is now the ninth largest network on the Internet. and turning his seven-year old company into a prime purveyor of streaming video, audio, and music services on the Web was paralleled by the experiences of fellow panelist Shelby Bonnie (MBA '90), CEO of CNET, whose Web sites-not to mention a radio station and several print magazines-provide a wealth of information to technology buffs and buyers alike. Glaser's success story in fending off intense competition from Bill Gates & Co. 'Instead, figure out a different way to go about your business, with new rules and a dedication that will help make you a winner.' He told alumni that fighting against a larger, stronger rival means not playing the game that your opponents want you to play. Glaser, president and CEO of the streaming media company, was part of the Electronic Commerce and Strategy panel at the 2001 Global Alumni Conference. RealNetworks founder Rob Glaser, a veteran of doing battle with much larger Microsoft, has some words of wisdom on competing against a market giant: 'If you want to beat Bobby Fischer, don't play chess.'

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