Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

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