SUMMARY
Texas Instruments has suffered in teh past from its reputation as calculator manufacturer, not as a manufacturer of high technology products like notebook computers; and for its perceived engineering versus marketing orientation. Despite this reputation, and stiff competition from Toshiba, IBM and Compaq, with historical spending levels as much as five times TI's, a significant installed base in corporate America, and a combined market share in excess of 40%, TI has catapulted itself into the "first tier" of notebook manufacturers through the implementation of the "Start Doing Extraordinary Things" communications program. In the span of one year, TI has seen a 226% increase in market share, and a movement in rank from number 8 to number 3 in notebook unit sales (displacing Compaq from the top 3).
