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Case Code: BSTA001
Case Length: 16 Pages 
Period: 1990 - 2005   
Pub Date: 2005
Teaching Note: Not Available
Price:Rs.500
Organization :AMD (Advanced Micro Devices); Intel
Industry :Semiconductors 
Countries : Global
Themes: 
Case Studies  
Business Strategy
Marketing
Finance
Human Resource Management
IT and Systems
Operations
Economics
Leadership & Entrepreneurship

AMD in 2005: Coming out of Intel's Shadow

 
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EXCERPTS

 

A NEW LEADER

Jerry Sanders (Sanders) had been the architect behind AMD's success for over 30 years. He had single-handedly built AMD from scratch and given Intel a run for its money over the years. By the late 90s, Sanders realized the time had come for succession planning. Having crossed 60, he had also come under pressure from the board of AMD to pick an able person to see AMD's plans through in the 64-bit game. Shortly before he announced his retirement, Sanders had handpicked Hector Ruiz (Ruiz) to head AMD...

 
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LOOKING FORWARD
In 2004, AMD released a series of microprocessors for corporate users. It introduced new manufacturing techniques and pushed aggressively a new technology, which put several microprocessors on a single chip. AMD also planned to be among the first to introduce dual-core processors for servers and desktops. These chips would have two processors engraved into one chip, for better performance. Although Intel was planning to launch its dual-core processor line by the end of 2005, AMD's engineers were optimistic about getting to the market much before their larger rival did...
 
EXHIBITS
 
Exhibit 1: AMD's Stock (January 2000 - January 2005)

Exhibit 2: AMD Product Roadmap

Exhibit 3: Opteron Features

Exhibit 4: AMD - Timeline of Important Events

Exhibit 5: AMD - Key Financials