Examines the role of technology licensing in the strategy of high-tech companies. In the 1990s, Rambus has developed a revolutionary memory technology that will improve the ability of DRAM, to keep pace with the ever-faster microprocessors. For the commercialization of technology, Rambus technology licensed several suppliers DRAM, who had to agree to a cross-license Rambus any improvements made to the licensee of all other licensees. In his attempt to set a standard for the industry, Rambus faced competition from a higher frequency versions of the standard AMD consortium DRAM manufacturers and systems companies, known as the Consortium SyncLink and alternative DRAM technology known as Double Data Rate SDRAM. Rambus relationship "with Intel, the dominant chip maker, was not as successful as any of the parties would like. Even more damaging to Rambus was his dispute with some of his clients, suppliers DRAM, and a lawsuit by the Federal Trade Commission. Although most claims against Rambus was discontinued in 2004, Rambus is a new strategy for recovery of the business in the future. "Hide
by David B. Yoffie, Debbie Fryer Source: Harvard Business School 23 pages. Publication Date: June 3, 2004. Prod. #: 704500-PDF-ENG
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