Dell-Managing-Working-Capital版本

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1、BESTPRACTICEINSIDEDELLCOMPUTERCORPORATION:ManagingWorkingCapitalByLawrenceM.FisherThesecrettoexcellenceliesindoingmanythingswell.Italsorequiresstayingfocusedonthegoalevenwhentemptedtodootherwise.FALLTHEcreatorsofshare-holdervalueinthe1990’s,Othemostdramatichavebeenstrategicinnovations,thos

2、eboldnewbusinessmodelsthatforeverchangedtherulesoftheindustriesinwhichtheywereapplied.Butinto-day’scompetitiveworld,abrilliantbusinessmodelalonedoesnotcreateasustainableadvantage,unlessitissupplementedbyoperationalexcel-lence,thecontinuousidentificationandadoptionofbestpractices.Byanymeasur

3、e,theDellCom-puterCorporation’sdirectsalesmod-elisoneofthemostsuccessfulstrate-gicinnovationsofthepast15years.Withthedeceptivelysimpleconcept...............................LawrenceM.FisherhascoveredtechnologyforTheNewYorkTimesformorethanadecadeandhaswrittenfordozensofotherpublications.Mr.F

4、isher,whoisbasedinSanFrancisco,holdsanM.A.injournalismfromtheUniversityofCaliforniaatBerkeley.HeisarecipientoftheHearstAwardforinvestigativejournalism.68FirstQuarter’98IllustrationsbyJeanTuttleBESTPRACTICEofbypassingtheretailchanneltosellTounderstandhowboldlyDell’s“Therewasnopointwhenlight

5、directlytoconsumers,Dellcreatedamodelflewinthefaceofconventionalbulbsstartedgoingoff,’’hesaidinare-modelthatundercutsitscompetitorswisdom,onemustlookbackto1981,centinterview.“Thebasicideawastoonprice,forgescloserlinkswithcus-whentheInternationalBusinessMa-eliminatethemiddleman.Whilethattome

6、rsandprovidesshareholdersachinesCorporationsanctifiedtheper-wasagreatwaytostartthebusiness,returnseveraltimesthatofmarketav-sonalcomputerindustrywiththein-itturnedouttherewasalotmoreweerages.ButDellstumbledbadlyfourtroductionoftheoriginalI.B.M.PC.coulddowithit,intermsofbuildingyearsagoandmi

7、ghthavefailed,wereWhileindustrypioneerslikeApplerelationshipswithsuppliers,reducingitnotforthetimelyadditionofsea-ComputerInc.haduseddistributorsinventoriesandreceivingdirectinputsonedmanagementandwithittheanddealersbecausetheyneededthefromcustomers.’’adoption