Case Studies

Dell Computer Corporation

It was an average 10-week wait for one-size- fits-all computers in the mid-1990s. Enter Dell and its blue ocean strategy: Sell directly to customers, build them customized computers and deliver them in four days. Dell profited and customers saved 40 percent on their purchase. As the number-one PC supplier to small and medium-sized businesses in the U.S. for a decade, the company ships 140,000 systems per day — more than one every second.