Intel, the largest chipmaker sales microprocessor computer, finds himself in a very dangerous situation when the defect is manifested in its top-of-the-line chip Pentium. This story is front-page news for weeks. The company has invested tens of millions of dollars in advertising its branded chips Pentium, as high-quality components with the campaign slogan «Intel Inside». These issues include the importance of the problem, when Intel was aware of the problem, as it turned out, and what actions should be taken. Teaching Purpose: Students analyze the consequences of the company miscue, which becomes much more history than originally anticipated. Analogy can be made of other crisis situations involving brands and communications. "Hide
by Stephen A. Greyser, Norman Klein Source: Harvard Business School 3 pages. Publication Date: December 12, 1994. Prod. #: 595058-PDF-ENG
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