Dressing up the package
Article Abstract:
Electronics companies are seeking to build brand identity, attempting to emulate the success of the Intel Inside campaign which is considered a strong success at an estimated annual cost of $250 million. These companies are trying to differentiate themselves in a commodity-oriented market and are moving away from technology-oriented marketing aimed at engineers. S3 is featuring a racy logo that is running in a variety of venues including major consumer-oriented publications. Texas Instruments is doing research to increase its brand identity. Lucent Technologies is using branding to establish identity after being spun off from AT and T. AMD has crafted its amd@work campaign to highlight its OEM partnerships and appeal to corporate IT purchasers. Motorola is looking at refocusing its marketing approach, which has been aimed at engineers. A number of marketing experts believe that brand-building can be a difficult albeit rewarding enterprise.
Publication Name: Electronic Business Today
Subject: Electronics and electrical industries
ISSN: 1085-8288
Year: 1997
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The devil's in the details
Article Abstract:
Benchmarking efforts for industrial operations, particularly in the electronics industry, are evolving into more focused approaches. Texas Instruments (TI), for instance, combined its external benchmarking efforts with internally focused benchmarking efforts at its 17 fabs and four joint ventures worldwide. By concentrating on specific steps, sharing information between fab managers and mandating universal manufacturing procedures, TI says it increased wafer output by some $500 million in both 1994 and 1995. Other companies and consultants are also shifting their focus from customer satisfaction to the details of the manufacturing process in their benchmarking efforts. The advantage of focusing on specific processes is that it produces 'apples-to-apples' comparisons of processes between companies, according to Ernst & Young principal James Harrington.
Publication Name: Electronic Business Today
Subject: Electronics and electrical industries
ISSN: 1085-8288
Year: 1996
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Now hear this
Article Abstract:
Since 1995 and 1996, leading high-technology companies such as Intel, HP and Texas Instruments are increasingly using design ethnography research to better understand "user environments" and, thus, to build better products. Xerox's Palo Alto Research Center and IBM's Thomas J. Watson Research Center have long used such research, but the difference according to Intel is that high-technology companies are now incorporating that information into the product development cycle. Even a traditional, engineering-led company such as Tektronix has used design ethnography research in the development of a new, handheld digital oscilloscope so that it can better understand the different kinds of users who buy the product.
Publication Name: Electronic Business Today
Subject: Electronics and electrical industries
ISSN: 1085-8288
Year: 1997
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