Time Warner vs. Viacom: Who's the Winner?

What a way to ring in the New Year! Two media giants, Viacom (VIA Quote) and Time Warner Cable (TWC Quote), spent the run-up to Dec. 31, 2008, locked in battle, posturing to see who could come off as tougher. On New Year's Eve, top execs missed the ball drop in Times Square: they were too busy negotiating a last-minute truce.

But did either side win? Was all the maneuvering worth it?

The world of business can occasionally feel like a gladiatorial arena. But public shows of strength don't always scare off your opponents -- or impress your customers. The trick is knowing when to stand up to a tough competitor or supplier, and when to avoid the blame game, put your head down, and get back to work. ...