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VOL. 11, ISSUE 2 (2026)
The evolution of strategic management theory and strategic practices in high-technology industry: Cases of NVIDIA and AMD
Authors
Dr. Lung-Tan Lu
Abstract
The research investigates how strategic
management theory developed through time while studying the real-world
implementation of this theory by conducting extended case studies on NVIDIA and
Advanced Micro Devices (AMD).The research shows strategic development through
business history and strategic management research by following the evolution
of strategic thinking from its start with financial planning and industrial
positioning through to present-day Resource-Based View (RBV) and Dynamic
Capabilities Theory and platform ecosystem and digital transformation
approaches. The research provides an extensive analysis of Mintzberg’s Ten
Schools of Strategy because this framework enables researchers to comprehend
how strategic choices develop throughout their entire life cycle. The research
uses qualitative longitudinal case study methods to examine NVIDIA's strategic
development between 1993 and 2026 and AMD's transformation process from 1969
until 2026. Research findings demonstrate that technology-based businesses need
more than top-notch technological products to build sustainable market
leadership because they must create exclusive systems and build up VRIO assets
while maintaining their organizational structure for environmental shifts. The
leadership position in industry became NVIDIA's achievement through their
development of the CUDA software ecosystem and their accelerated computing
platform. The way I see it, AMD managed to regain its market position by
combining organizational changes with technological progress and flexible
computing system expansion. Strategic management theory has transformed from
its original static planning-based models into modern systems which combine
dynamic elements with ecosystem-based and innovation-focused approaches. Research
findings establish that Dynamic Capabilities Theory provides useful information
to management because organizations can select from various methods to maintain
their competitive advantage during fast market changes. The research combines
historical theory development with modern semiconductor industry case studies
to establish new strategic management knowledge which business leaders need to
handle digital transformation and AI-based competition in their markets.
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Pages:85-96
How to cite this article:
Dr. Lung-Tan Lu "The evolution of strategic management theory and strategic practices in high-technology industry: Cases of NVIDIA and AMD". International Journal of Advanced Research and Development, Vol 11, Issue 2, 2026, Pages 85-96
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