Ref: IMD-7-2036

Case study

Reference: IMD-7-2036

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NVIDIA: Winning the deep-learning leadership battle

Michael D. Watkins

By Professor Michael D. WatkinsMichael D. Watkins, Lisa Duke, Sonia Tan, Christopher Read and Rathan Kinhal

The case charts the evolution of NVIDIA, the market leading producer of graphics processing units (GPU), from its beginnings to becoming a leader at the forefront of artificial intelligence (AI) development. Founded in 1993, the company designed processors for gaming, professional visualization, data centers and automotive markets.

In 2019, NVIDIA’s vision was to be at the forefront of the virtual reality (VR), artificial intelligence and deep learning arenas. Though the company had an impressive growth rate, there were increasing competitive threats against NVIDIA’s dominance in deep learning.

The case ends by asking whether NVIDIA can retain its leading position and what it has to do to sustain it.

Learning Objective

This case illustrates NVIDIA’s strategy, market segmentation, leading innovations and pioneering into areas of artificial intelligence and deep learning that paved the way for creating an AI-centric world. Students will gain an understanding into:
  1. How companies can identify and exploit opportunities in adjacent product fields. Is good planning the most important? How much of a company's strategy evolution is planned, and how much is emergent?
  2. The challenges of becoming a leader in a new technology and then sustaining that leadership position in the face of accelerating technological development.
SettingsGlobal, United States of America
Information Technology
TypePublished Sources
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Reference: IMD-7-2036

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Case study

Reference: IMD-7-2036

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