The Role of the Internet

Joseph L. Badaracco and Jerry V. Useem
Additional contact information
Joseph L. Badaracco: Harvard Business School
Jerry V. Useem: Inc. magazine

Chapter 9 in Communicating Out of a Crisis, 1998, pp 114-124 from Palgrave Macmillan

Abstract: Abstract Intel is the world’s leading chip maker. Its microprocessors are the brains of roughly 80 percent of the world’s 150 million PCs, and the company’s 56% gross profit margin topped the industry. The company sells most of its chips to a handful of large computer manufacturers — Compaq, Packard-Bell, Gateway 2000 and IBM — who then sell Intel-based PCs under their own brand names. Intel’s new, state-of-the-art Pentium chip was selling briskly during 1994, accounting for nearly a quarter of the company’s unit shipments. Positioning the chip as suitable for both home and heavy-duty workstation use, Intel coupled the Pentium’s release with its $150-million ‘Intel Inside’ advertising campaign designed to heighten consumer awareness of the role of its microprocessor.

Keywords: Business Ethic; Division Problem; Customer Issue; Dominant Market Position; Corporate Veil (search for similar items in EconPapers)
Date: 1998
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DOI: 10.1007/978-1-349-14665-9_9

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