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Dell 2

In this multimedia case Kevin Peesker, former President of Dell Canada faces the issue of evaluating Dell's go-to-market business model with its customers. The model at the time was being direct to customers; its was a foundation of the business that made Dell successful as an organization, which was taking out the middleman in the supply chain of getting a product from research and development through to a customer receiving it in their hands for utilization. Given market forces, Dell was no longer sure if this approach was going to be successful over the long term. What should they do?

Interviewee

Kevin Peesker

Company

Industry

Business Activity

Dell Inc. 

Consumer and Business Computing Technologies

Professional, scientific and technical activities

Headquarters

Toronto, Canada

Size

Large

Employees

More than 10,000

Greater than $25 million

Yearly Revenue

Private Company

Type of Entity

Subject

Marketing

Level of Difficulty

Medium

Enhance market channel knowledge

Teaching Objectives

Keywords

Business Model

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