Advanced Micro Devices: Life beyond Intel

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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 : BSTR039 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges


Case Length : 14 Pages
Period : 1987 - 2002
Organization : AMD, Intel
Pub Date : 2002
Teaching Note : Not Available
Countries : USA
Industry : Semiconductor


The case discusses the competition between Intel and AMD, the number one and two players respectively, in the global semiconductor industry. The war between the two companies in terms of product superiority, technology transfer issues, pricing strategies, marketing campaigns have been explored in detail. The case provides information on AMD's evolution over the years and traces the events that led to the two companies becoming bitter rivals from business partners. The launches of various microprocessor chips by the two companies, and their competitive moves have also been detailed. The case also briefly discusses the future prospects of the two companies, the industry as well as the consumers in the light of this intense competition.


Strategies adopted by companies to survive in an industry that is primarily controlled by high technological obsolescence, economy of scale, price competition, intense rivalry


  Page No.
Enacting The David/Goliath Story 1
Background Note 2
Battling it Out 4
The War Goes On 6
Of Winners & Losers 8
Exhibits 10


Competition, Intel, AMD, one, two, global, semiconductor, industry, product superiority, technology transfer issues, pricing strategies, marketing campaigns, bitter rivals, business partners, microprocessor chips, future prospects, consumers

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