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1、CENTERFORRESEARCHDellComputer:OrganizationONINFORMATIONofaGlobalProductionNetworkTECHNOLOGYANDORGANIZATIONSAUTHORS:UniversityofKennethL.KraemerandJasonDedrickCalifornia,IrvineCenterforResearchonInformation3200BerkeleyPlaceTechnologyandOrganizationsIrvine,CA,92697-4
2、650UniversityofCalifornia,Irvinewww.crito.uci.eduThisresearchissupportedbyagrantfromtheAlfredP.SloanFoundation.INTRODUCTIONIn2001,DellComputerbecametheworld’slargestpersonalcomputervendor,continuingtogainmarketshareandpostprofitsinanindustrystrugglingwithslumpingsalesand
3、billionsofdollarsinlosses.Dellsells90%ofitsPCsdirectlytothefinalcustomer,largelybypassingtheresellerchannelthataccountsformostoftheworld’sPCsales.ThisdirectcustomerrelationshipisthekeytoDell’sbusinessmodel,andprovidesdistinctadvantagesovertheindirectsalesmodel.Dell’sdirectr
4、elationshipwiththecustomerallowsittotailoritsofferingstocustomerneeds,offeradd-onproductsandservices,andusetheInternettoofferavarietyofcustomerservices.Inaddition,Dell’sPCsarebuilttocustomers’specificationsuponreceiptofanorder,givingDelladditionaladvantagesoverindirectPCven
5、dorswhomusttrytoforecastdemandandshipproductsbasedonthoseforecasts.Dell’sdirectsalesandbuild-to-ordermodelhasachievedsuperiorperformanceinthePCindustryintermsofinventoryturnover,reducedoverhead,cashconversion,andreturnoninvestment(Kraemer,etal.,2000).Dell’sbusinessmodelissi
6、mpleinconcept,butverycomplexinexecution.BuildingPCstoordermeansthatDellmusthavepartsandcomponentsonhandtobuildawidearrayofpossibleconfigurationswithlittleadvancenotice.Inordertofillordersquickly,Dellmusthaveexcellentmanufacturingandlogisticscapabilitiessupportedbyinformatio
7、nsystemsthatenableittosubstituteinformationforinventory.ThedemandsofDell’smodelhaveledittoadoptaneworganizationalstructurereferredtoasavirtualcompanyorvalueweb(Figure1).Itismarkedbyafocusonafewkeystrategicactivities,andextensiveoutsourcingofnon-strategicactivities.Dellworks
8、closelywithexternalpartnerstoproduceitsPCproductsandtoofferitscustomersanarrayofad
