AMD in 2005: Coming out of Intel's Shadow
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Case Details:
Case Code : BSTA001
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
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Please note:
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.
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Excerpts Contd...
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...
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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
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