Product details

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Abstract

In mid-2005, Dell Inc, once the leader in the global PC market, found itself in trouble when an unhappy customer Jeff Jarvis wrote about his experience with the company’s product and service in his blog and used words such as 'Dell Hell’ and ‘Dell Sucks’. Over a period of time, these words spread all over the blogosphere, and the Internet as well as in the mainstream media. At that point, Michael Saul Dell, Founder of Dell, took this up as a challenge and the company started its social media journey in July 2006. Over a period of time, the company became a leader in the social media space. The case discusses how the company changed from a laager to a leader in its over six-year-long social media journey. It provides information on Dell’s success in the social media space. The case also provides scope to discuss the outcome of Dell’s social media initiative and how the company leveraged its social media experience to convert it into a high margin business model.
Location:
Industry:
Size:
Large
Other setting(s):
2005-2012

About

Abstract

In mid-2005, Dell Inc, once the leader in the global PC market, found itself in trouble when an unhappy customer Jeff Jarvis wrote about his experience with the company’s product and service in his blog and used words such as 'Dell Hell’ and ‘Dell Sucks’. Over a period of time, these words spread all over the blogosphere, and the Internet as well as in the mainstream media. At that point, Michael Saul Dell, Founder of Dell, took this up as a challenge and the company started its social media journey in July 2006. Over a period of time, the company became a leader in the social media space. The case discusses how the company changed from a laager to a leader in its over six-year-long social media journey. It provides information on Dell’s success in the social media space. The case also provides scope to discuss the outcome of Dell’s social media initiative and how the company leveraged its social media experience to convert it into a high margin business model.

Settings

Location:
Industry:
Size:
Large
Other setting(s):
2005-2012

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