AMD in 2005: Coming out of Intel's Shadow

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : BSTA001 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges


Case Length : 16 Pages
Period : 1990s to 2005
Organization : AMD (Advanced Micro Devices); Intel
Pub Date : 2005
Teaching Note : Not Available
Countries : Global
Industry : Semiconductors


Hector Ruiz, Chief Executive Officer of Advanced Micro Devices (AMD) has strong reason to believe that AMD will give Intel a run for its money in the 64-bit microprocessor market. Itanium I, Intel's first 64-bit microprocessor has failed. Itanium II has also elicited a lukewarm response from the market. But Opteron, AMD's 64-bit microprocessor, released in mid-2003 is receiving strong performance reviews. Many companies that shied away from AMD's products in the past such as Hewlett Packard, Sun, IBM have started using Opteron. AMD has grabbed 7% of the low-end server market, up from almost nothing a few years back. Is AMD finally ready to catch up with Intel? The case covers the leadership of Ruiz, market response and features of Opteron and the battle between AMD and Intel.


  Page No.
Introduction 1
Opteron 2
David vs Goliath 3
New Optimism 4
A New Leader 5
Looking Forward 6
Exhibits 8


AMD (Advanced Micro Devices), Intel, Itanium, Opteron, 64-bit computing, Strategy, Strategy in information technology (IT) business

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