Publications
Publications
- 2002
Dell Computer Corporation
By: Vijay Govindarajan and Julie Lang
Abstract
The world's largest direct-selling computer company grew from its philosophy that customers know what they want and Dell can deliver it through custom assembly of outsourced components. Through a combination of financial and non-financial measures, Dell turned itself from a product business into a service industry.
Keywords
Marketing Strategy; Hardware; Customization and Personalization; Consumer Products Industry; Service Industry
Citation
Govindarajan, Vijay, and Julie Lang. "Dell Computer Corporation." 2002. (Case No. 2-0014.)