8. Innovative Marketing Strategy Propels Intel to Successful Global Product Launch

In 2012, Intel, one of the world’s leading providers of innovative computing technology, was preparing to launch a new line of tablet computers. Tablet industry sales were soaring, experts were predicting a strong growth trajectory, and Intel officials saw tablets as a natural extension of their business. Even though it possessed valuable assets, including a highly regarded global brand, Intel would be launching new products into a highly competitive market in which industry leaders Microsoft and Samsung were among the businesses already well established in the consumer tablet market.

Sandra Lopez, director of marketing for new business at that time, was tasked ...

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