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AMD\'s Fight to Free an Industry from the Ruthless Grip of Intel
Greenleaf Book Group
May 2013
On Sale: April 23, 2013
200 pages
ISBN: 1608324443
EAN: 9781608324446
Kindle: B00CHCOKZ0
Hardcover / e-Book
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Non-Fiction Memoir
When Hector Ruiz joined AMD, quickly ascending to the CEO’s
suite, he took the helm of a dynamic company that was
nonetheless struggling against perceptions that it could not
contend with Intel, the Goliath of the microchip industry.
Though AMD’s technology, products, and pricing were keeping
pace with or outstripping Intel’s, the market wasn’t
responding. Why?
Ruiz found deals unaccountably
collapsing, his executives stonewalled by business partners,
and promising innovations thwarted. As Intel made it almost
impossible for its customers to use competitors’ chips,
rumors floated that the only reason Intel “allowed” AMD to
exist was to stave off antitrust investigations by the
Federal Trade Commission.
As government
investigations began to reveal the truth about Intel’s
predatory business practices, Ruiz realized that AMD’s only
option was to become David to Intel’s Goliath.
Recruiting a team of renowned strategists and
industry leaders, Ruiz developed tactics based on superior
technology and innovative alliances. And when he finally
made the decision to file a historic lawsuit against Intel,
the battle between the two rivals escalated, enveloping the
entire personal computer industry and bringing to a head a
conflict that had been building for more than a
decade.
This unprecedented inside account of the
microchip industry at war offers lessons to all readers
interested in the thrust and parry of the high-technology
sector—or who face daunting competitive challenges of their own.
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