Niraj Dawar | What Intel needs to remember about marketing

Intel recently announced significant restructuring as the once dominant chip maker looks to shift its business into growth areas like the Internet of Things and Data Centre Processing. 

In a piece for the Harvard Business Review, Ivey's Niraj Dawar warns Intel not to forget that much of their past market dominance was built on extremely successful marketing strategies.

“To win in the markets it has identified for its future growth, Intel will need to create and own customers’ criteria of purchase not just in the next level of the value chain, but two levels down; not just with makers of IoT devices, but with their end users," says Dawar. "To achieve this, it will need to define why its chips uniquely deliver the benefits end users seek in these new markets, and turn those into criteria of purchase that bear its brand.”