Intel Inside

Paper Summary:

This paper examines Intel, the global leader in microprocessors that computer manufacturers use in their production of computers. According to this paper, Intel employs over 86,000 people worldwide and in 2001 generated revenues of $26 billion. Intel's market dominance seems to be accompanied by an irrational paranoia that Intel must be more than a microprocessor manufacturer in the way that Nike is more than a shoe company but a lifestyle producer. It begins with Intel's Red X marketing campaign and continues on with the Blue Men Group marketing campaign. The paper further discusses how Intel has sought market differentiation based not on product specification but on cultural iconography.

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