National Semiconductor's Silicon Dreams

New CEO Brian Halla is betting big on "systems on a chip"

National Semiconductor Corp. is the Rodney Dangerfield of Silicon Valley. The company has always had great technical prowess, but its lackluster financials haven't earned it any respect. Even five years under turnaround artist Gilbert F. Amelio, who left early this year to head Apple Computer Inc., produced only modest profits and little growth. National's new CEO, Brian L. Halla, aims to change that with a strategy that will bring National into direct competition with his former employer, LSI Logic Inc.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.