Back to search
award

Intel Inside

By David Weinstein
Published 01 Jan 1994
Reference 4422
Topic Marketing
Industry Computer Software
Region Global
Length 19 page(s)
Inspection copy
6.00
Add to cart
popular
Prizes & Awards

2003 ecch Best-selling Case in Marketing

Summary

Intel founded its highly visible "Intel Inside" campaign. Some computer OGMs have enthusiastically adopted the Intel Inside label and others are reticent. Should the campaign continue? If yes how? Should it have been authorised in the first place?

Teaching objectives

Assessment of brand equity; identification of channel conflict; building market power via differentiation.

About the author
Weinstein

David Weinstein

Emeritus Professor of Marketing

Recommended Cases

INTEL in Costa Rica: A Success Story?

By  Lourdes Casanova,  Daniel Traca,  Michael Hilb ,  Florencia Roitstein
Add to cart
Costa Rica has been widely praised for its policies to attract R&D intensive multinational firms to invest in the country. Most notably, it succeeded in attracting Intel in a global competition among 15 nations. This investment put Costa Rica on the map as an excellent destination for high tech manufacturing.
    View case

    Natura: Expanding Beyond Latin America

    By  Amitava Chattopadhyay,  Nina Paavola,  Betania Tanure
    Add to cart popular award
    Natura is a well recognized and highly regarded brand in Brazil: it enjoyed high brand loyalty among consumers and the highest retention rate among sales representatives in the cosmetics industry. Notwithstanding the triumphs in its home market, attempts at internationalization within Latin America, had thus far not been as successful as expected.
      View case

      Cloud Wars Go Global: How Amazon, Microsoft, Google and Alibaba Compete in Web Services

      By  Jason P. Davis,  Anne Yang
      Add to cart popular
      Cloud computing, a concept unknown until relatively recently, has been adopted by organizations around the world, both large and small, as part of their computing strategy. Many companies have experienced the cost and flexibility advantages of cloud computing and are using various cloud computing models to solve their business problems.
        View case