Slingshot: AMD's Fight to Free an Industry from the Ruthless Grip of Intel

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Greenleaf Book Group, 2013 - Business & Economics - 200 pages
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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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About the author (2013)

Dr. Hector de J. Ruiz is an accomplished engineer, corporate strategist and chief executive. A luminary in the field of technology for nearly three decades, Dr. Ruiz has helped build and guide top-tier global technology companies (including Texas Instruments, Motorola, and AMD) while also promoting exploration of technology's ability to address social issues. He is, in particular, an impassioned advocate for the better use and application of technology to improve the lives of individuals in economically disadvantaged areas. Through his work as founder and CEO of Bull Ventures and managing partner of ANSI Capital, Dr. Ruiz currently advises individuals, corporations, and governments worldwide on technology initiatives and on bringing their strategies to fruition.

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