Finally, inside managers Can Break free of their old formulas by imagining themselves as outsiders, as Intel’s executives did in deciding to abandon the memory business. Intel had pioneered the market for memory chips, and for most of its executives, employees, and customers, Intel meant memory. As new competitors entered the market, however, Intel saw its share of the memory business dwindle from more than 90% in the early 1970 to about 5% a decade later.At the same time, increasing industry capacity was stifling prices.