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Reinvigorating Commodity Markets: Microchip TechnologyInc. and 8-bit Microcontrollers

By Ron Adner,  Siddarth Sinha
Published 01 Sep 2005
Reference 5321
Topic Strategy
Region Other Regions
Length 23 page(s)
Inspection copy
6.00
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Summary

Microchip Technology Inc. was started in 1989. The strategic focus of the company shifted to embedded microcontrollers after 1990. The case describes the demand- and supply- sides of the microcontroller market and examines Microchip's decision to position well inside the technology frontier.

Teaching objectives

The case examines a decision to position a firm well within the technology frontier and still achieve differentiation in the market place.

Keywords
  • AR2005
  • AR0506
  • RD0905
About the authors
Adner

Ron Adner

Siddarth  Sinha


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