THE SUPPLY CHAIN OF DELL COMPUTER INTRODUCTION Appealing to exactly what the customer wants would ultimately be an ideal organisational objective for a business entity if it is aiming for profits. And being able to do it without an additional cost to the customer, would be too good to be true! This however, is actually the edge for Dell Computer when it took the computer industry by storm with its direct model distribution and build-to-order …
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…nsf/cd0bbbe7b8237, (05 Apr 2003). Canadian Transportation and Logistics (CTL), (Nov/Dec 1999), 'Built for Web-based Sales, Build-to-Order PCs, and Direct Distribution Make Dell's Supply Chain the Cornerstone of its Business', http://www.ctl.ca/research/supply_chain_management/web-based-sales..., (03 Apr 2003). Dell Corporation, (2001), 'Dell's Supply Chain', http://www.dell.com/us/en/gen/casestudies/casestudy_dell_i2.htm, (3 Apr 2003). ZDNet India (2002), 'Dell:Building a World-Class Supply Chain', http://www.zdnetindia.com/biztech/ebusiness/stories/62268.html, (03 Apr 2003).