Rambus Inc., 2004 Case Solution
The case examines the role of technology licensing in strategies for high technology businesses. In the 1990s, Rambus developed a revolutionary memory technology that would improve the ability of DRAMs to keep pace with ever-faster microprocessors. Rambus licensed its technology to several DRAM vendors, who had to agree to let Rambus to cross-license any advancements a licensee made to all other licensees in order to commercialize it. In its attempt to establish the standard for the sector, Rambus faced competition from higher frequency variations of standard DRAMs; an association of DRAM makers and systems firms, known as the SyncLink Consortium; and an alternative DRAM technology known as Double Data Rate SDRAM.
Rambus' relationship with Intel, the dominant manufacturer of microprocessors, did not prove as successful as either party would have liked. Rambus wanted a new strategy to rebuild its company for the future, although most of the litigations against Rambus was dropped in 2004.
PUBLICATION DATE: June 03, 2004 PRODUCT #: 704500-PDF-ENG
This is just an excerpt. This case is about STRATEGY about STRATEGY & EXECUTION
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