Introduction

Introduction

The rapid development of Internet technologies has facilitated Dell's direct business model and its supply chain management, which serves as the backbone for its business model. Dell's direct business model, which allows them to sell directly to its customer through the internet, this has enable Dell to globalise its business operations.

Through this model Dell is able to gain competitive advantage by offering lower pricing to its customers due the reduction of inventory cost and the benefits from the depreciation of component prices. Ravi et. al. (1999) mentioned Built-to-Order concept suited its customers well because they given the flexibility to choose the ...