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The Role of the Internet

In: Communicating Out of a Crisis

Author

Listed:
  • Joseph L. Badaracco

    (Harvard Business School)

  • Jerry V. Useem

    (Inc. magazine)

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.

Suggested Citation

  • Joseph L. Badaracco & Jerry V. Useem, 1998. "The Role of the Internet," Palgrave Macmillan Books, in: Communicating Out of a Crisis, chapter 9, pages 114-124, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-14665-9_9
    DOI: 10.1007/978-1-349-14665-9_9
    as

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