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Brands & Branding and Private Labels Case Study

Case Title:

AMD’s Growth Strategies

Publication Year : 2005

Authors: Rajendar Singh, Sumit Kumar Chaudhury

Industry: Engineering, Electrical and Electronics


Case Code: BBP0019

Teaching Note: Not Available

Structured Assignment: Not Available

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Since its inception, AMD (Advanced Micro Devices) always focused on producing low-priced versions of Intel chips through reverse engineering. However by 2004, it completely changed its strategy and emerged as a major innovator of a 64-bit processor, Opteron, which helped it to gain a strong foothold in the processor market. In 2004 the company recorded revenues of $5 billion.

Pedagogical Objectives:

  • To highlight the growth achieved by AMD through its 'customer-centric innovation' philosophy.
  • To discuss the strategies adopted by AMD to become an innovator from an imitator.

Keywords :  Advanced Micro Devices (AMD); Growth strategies; Chipmaker; Microprocessors; Flash memory devices; 64-bit processors; AMD Opteron; Growth Strategies Case Study; AMD Athlon; Customer-centric innovation; Licensed second source manufacturer; Connected business model; Mergers and acquisitions; Intel; Technological collaboration; Innovations


  • AMD – A Brief Profile of the Chipmaker
  • Growth Strategies
  • Can it Sustain its Growth?
  • AMD's Key Innovations
  • Timeline of Major Events

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