- Ability to charge a premium: the emergence of X86 family gives Intel strategic leverage to set its licensing policy - Dominant role: Intel's dominant role grants it ability to set standards for the entire industry. Examples: 1) The IT industry nowadays is still trying to adhere to Moore's Law at an expensive cost. This trend has been going on for more than half a century, even though Moore's law is merely a speculation made by Intel's CEO rather than an actual physical law; 2) the development of microprocessor chips by Intel is now proven crucial to the development of modern PC - Reputation: premium-brand, global wide recognition