臺灣博碩士論文加值系統

Advanced Micro Devices has been competing with Intel in the over than thirty years through disruptive innovation technology. Currently, AMD is the onlyfirm who can provide complete solution of computer in this market through disruptive innovation, the “consumer-centric”,including microprocessor, chipset, and graphic in different computer platform.

This research adopts“Qualitative Research”and“Case Study”to understand how AMD devotes its attention to develop its products through disruptive innovation in order to satisfy customer's demand by its low-cost, high stability, and high performance. AMD has presented their abilities of lead technology in different computer development periods.

We could to perspective innovation model by “Disruptive Innovation”, “Open Innovation” and “Open Platform”of AMD in PC market. Therefore, we can duplicate this innovation model to create unique successful strategy.

The Innovation comes from imitation. AMD once produced Intel-compatible product in early stage, and most products were reflection Intel’s specification in Epoch I/II. But “Imitation is more valuable than innovation”.Imitation is underappreciated. It can be more important to business growth than innovation could be. Imitation is not mindless repetition; it is an intelligent search for cause and effect. Therefore, AMD created successful produce,business model, and market strategy from their unique disruptive innovation technology in each Epoch.

TABLE OF CONTENTS
1. Introduction .......................................................... 1
1.1 Research Background .................................................. 1
1.2 Scope of Study ....................................................... 5
1.3 Research Objectives .................................................. 6
1.4 Structure ............................................................ 7
2. Literature Review...................................................... 9
2.1 Personal Computer Architecture ....................................... 9
2.2 Disruptive Innovation ............................................... 14
2.3 Open Innovation...................................................... 20
3. Methodology .......................................................... 25
3.1 Qualitative Research ................................................ 25
3.2 Case Study .......................................................... 26
4. Case Study of AMD .................................................... 28
4.1 The Company background .............................................. 28
4.2 Epoch I: Second Source Provider and Challenges Intel ................ 31
4.3 Epoch II: Leads and Extends Innovation Leadership ................... 36
4.4 Epoch III: Powering the Future of Computing ......................... 40
4.5 Marketing Strategy and Analysis ..................................... 49
5. Conclusions and Suggestion ........................................... 53
5.1 Limitations ......................................................... 53
5.2 Conclusions ......................................................... 53
5.3 Suggestions ......................................................... 56
Reference ............................................................... 58

List of Figures
Figure 1.1: Total Number of Personal Computer worldwide in 1993, 1998,
2003 ............................................................... 1
Figure 1.2: Asus Eee PC ............................................ 2
Figure 1.3: Global PC Forecast ..................................... 3
Figure 1.4: Product Life Cycle ..................................... 4
Figure 1.5: Research Framework ..................................... 8
Figure 2.1: AMD 8086 and 8088 Microprocessor ...................... 10
Figure 2.2: Diagram of Tradition Motherboard Architecture ......... 11
Figure 2.3: Diagram of a modern motherboard Architecture .......... 12
Figure 2.4: Function of Motherboard ............................... 14
Figure 2.5: Disruptive Innovation ................................. 15
Figure 2.6: “How to Place Your Best Bets,” Strategy and Innovation 20
Figure 2.7: Open Innovation paradigm ............................... 21
Figure 2.8: Open Innovation Paradigm ............................... 22
Figure 2.9: Closed Business VS Open Business ....................... 24
Figure 4.1: Preliminary WW Ranking of Top 20 Suppliers of
Semicoductors in 2009 .............................................. 29
Figure 4.2: 2009 Top 25 Fabless IC Suppliers ....................... 29
Figure 4.3: AMD Innovation Timeline ................................ 30
Figure 4.4: Slot A and Microprocessor .............................. 32
Figure 4.5: AMD disruptive innovation model in Epoch I ............. 34
Figure 4.6: AMD Open Platform Management Architecture of
Participation. ..................................................... 37
Figure 4.7: AMD Open Innovation Process ............................ 38
Figure 4.8: AMD disruptive innovation model in Epoch II ............ 39
Figure 4.9: AMD + ATI = Formidable Company.......................... 41
Figure 4.10: x86 microprocessor generations focused on different
methods for improving application performance ...................... 43
Figure 4.11: AMD heterogeneous multi-core processor contains multiple
cores designed for specialized tasks. .............................. 44
Figure 4.12: Moore’s Law .......................................... 45
Figure 4.13: AMD disruptive innovation model in Epoch III .......... 47
Figure 4.14: Amdahl’s Law shows how application performance
improves the amount of serial work diminishes and the number
of microprocessors ................................................. 48
Figure 4.15: AMD marketing strategy model in PC market ............. 51
Figure 5.1: 2010 Personal Computer Forecasts ....................... 54

List of Tables
Table 2.1: Closed Innovation VS Open Innovation Principle .......... 23
Table 4.1: AMD Microprocessor List ................................. 31
Table 4.2: AMD V.S Intel Product Price. ............................ 35
Table 4.3: AMD VISION Technology Campaign .......................... 50

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