Insurgent companies, willing to gamble on technology, are sending wake-up calls to incumbents

Dell Computer provides a great example of how innovation can propel a marginal competitor to market leadership. As we noted previously, in 1994, Dell held about 3 percent of the personal computer market. Seven years later, it was the worldwide leader.

Michael Dell forced the company to focus on direct sales over the Internet. Dell became the first company to perfect the strategy combining mass customization and just-in-time, supply chain delivery with rapid, remote fulfillment and service.

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As a result of this workshop your organization will:

	Begin with a single merchandising line.
	Grab sales from mortar and brick-based competitors by discounting at levels they can’t match.
	Offer ease of ordering and reliable delivery.