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

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9781608324446: Slingshot: AMD's Fight to Free an Industry from the Ruthless Grip of Intel
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The inside story of the great microchip war, a legal and strategic battle for a competitive market

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:

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.

Review:

''Slingshot is a fascinating and well-told story of survival. It's an inspiring modern-day account of David vs. Goliath and clearly frames the challenges of doing business in a space dominated by a large competitor.''
--TONY JIMENEZ, president and CEO, MicroTech

''Slingshot reads like a suspense novel. It is a fascinating account of the making of creative strategy, and it takes the reader to the inner circle of the top executives of a brilliant company, allowing us to get a sense of the complex world of the technology industry. It provides us with an understanding of the compelling personality and leadership of Hector Ruiz, and teaches us a lesson not only of management but also of life.''
-- ARNOLDO C. HAX, Alfred P. Sloan Professor of Management, emeritus, MIT

''For people who have grown up in or followed the personal computer industry, Hector Ruiz's tale is a fascinating account of the brutal competitive tactics that many people knew about, but few ever talked about in public. AMD was a scrappy thorn in Intel's side for decades, and Ruiz's narrative gives the reader both the thinking behind its David vs. Goliath strategy and a picture of the humble origins of Ruiz and his team.''
--WILLY SHIH, Professor of Management Practice, Harvard Business School

''Slingshot is an excellent and accurate account of the most exciting decade in the history of AMD--and the microchip industry. A must-read for students of business, law, and anyone interested in innovation and competition.''
--GIULIANO MERONI, former president, AMD Europe, Middle East, and Africa

''I had the privilege of getting to know Hector during his tenure at AMD, and he captured the essence of what fair and open competition means to an industry. His account of the trials and tribulations of the industry should be a lesson for all business leaders to understand and learn from.''
----GIANFRANCO LANCI, former president and CEO, Acer

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