Table of Contents

1. Introduction ……………………………………………………………………………………………………………………. 1
1.1 The Overview of the Current Global Consumer Microprocessor Market …………………………………… 1
1.2 Analytical Steps in Topic Discussion ……………………………………………………………………………………… 2
1.3 Previous History of AMD and Intel ………………………………………………………………………………………… 3
1.4 Designing the Research Program …………………………………………………………………………………………. 7
1.5 Explanation of the Primary Research Question …………………………………………………………………….. 10
1.6 Preliminary Survey Construction and Issues …………………………………………………………………………. 11
2. Literature Review …………………………………………………………………………………………………………… 16
2.1The Global Consumer Microprocessor Strategy …………………………………………………………………….. 16
2.2 Is Innovation the Key to Success? ………………………………………………………………………………………. 19
2.3 The Customer Centric Approach …………………………………………………………………………………………. 20
2.4 How to Manage Business Collaborators ………………………………………………………………………………. 23
2.5 The Truth behind First Mover Advantage …………………………………………………………………………….. 26
2.6 End‐Consumer Rationale and Behavior ……………………………………………………………………………….. 28
2.6.1 The IBM CDP Model ……………………………………………………………………………………………………. 31
3. Analysis and Discussion …………………………………………………………………………………………………… 34
3.1 Post Survey Analysis and Response Rates ………………………………………………………………………….. 34
3.2 Geographical Breakdown of Respondents ……………………………………………………………………………. 35
3.3 Age and Income Distribution ……………………………………………………………………………………………… 37
3.4 Major Deciding Factors in the Last Computer Purchase? ……………………………………………………….. 42
3.5 Price as a Purchase Influence ……………………………………………………………………………………………. 46
3.6 Intel/AMD Open Answer Discussion ……………………………………………………………………………………. 47
4. Conclusions and Recommendations ………………………………………………………………………………….. 49
4.1 Key Success Factors in the Global Consumer Microprocessor Market ……………………………………. 49
4.2 Recommendations for AMD ………………………………………………………………………………………………. 53
4.3 Recommendations for Future Research ………………………………………………………………………………. 54
5. References ……………………………………………………………………………………………………………………. 56
Appendices ………………………………………………………………………………………………………………………. 58
Appendix 1 ……………………………………………………………………………………………………………………………. 59
Processor Benchmarks ………………………………………………………………………………………………………… 59
Appendix 2 ……………………………………………………………………………………………………………………………. 60
CPU Charts (Tomshardware: July 16, 2007) ……………………………………………………………………………. 60
Appendix 3 ……………………………………………………………………………………………………………………………. 63
Definition of the Average Consumer …………………………………………………………………………………….. 63
Appendix 4 ……………………………………………………………………………………………………………………………. 64
Illustrative CDP Model ………………………………………………………………………………………………………… 64
Appendix 5 ……………………………………………………………………………………………………………………………. 65
Dell Ireland 2007 September Flyer ……………………………………………………………………………………….. 65
Appendix 6 ……………………………………………………………………………………………………………………………. 67
Maylor and Blackmon Research Diagram ………………………………………………………………………………. 67
Appendix 7 ……………………………………………………………………………………………………………………………. 68
Facebook Polls …………………………………………………………………………………………………………………… 68
Appendix 8 ……………………………………………………………………………………………………………………………. 72
Neowin Processor Polls ……………………………………………………………………………………………………….. 72
Appendix 9 ……………………………………………………………………………………………………………………………. 73
Original Survey Questionnaire ……………………………………………………………………………………………… 73
Appendix 10 ………………………………………………………………………………………………………………………….. 78
Post Survey Analysis……………………………………………………………………………………………………………. 78
Appendix 11 ………………………………………………………………………………………………………………………….. 81
Pending Litigation: AMD vs. Intel ………………………………………………………………………………………….. 81
Appendix 12 ………………………………………………………………………………………………………………………….. 83
Comparative Spreadsheet: Intel vs. AMD ………………………………………………………………………………. 83
Appendix 13 ………………………………………………………………………………………………………………………….. 85
Glossary of Terminology ……………………………………………………………………………………………………… 85