The strategic position of Rambus, Inc The company designs, develops and licenses high-speed chip connection technologies to improve productivity and efficiency of computers, consumer electronics and communication systems. The company's technology is integrated into the dynamic random access memory (DRAM) chips and logic devices that control them. Because Rambus does not manufacture chips, it depends on the chip vendors (eg, Intel), which controlled the price and supply of DRAM chips and stood between Rambus and OEM-manufacturers, who have used these chips. Another difficulty stems from Rambus for the company's involvement in some expensive legal battles with much bigger rivals for the possession of the current standards DRAM. Looks at the challenges facing Rambus in 2001, as it seeks to balance their interests with those of their business partners (including a strained relationship with its major partners, Intel), while maintaining the technological lead over its competitors and protect its intellectual property from legal attacks. "Hide
by Robert A. Burgelman, Vik Murthy, Paul Staelin Source: Stanford Graduate School of Business 21 pages. Publication Date: March 1, 2001. Prod. #: SM82-PDF-ENG
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