In early 1997, faced Compaq, the world’s largest supplier of personal computers (PCs), a growing challenge of direct marketing rival Dell computer. This challenge raised two important questions for Compaq CEO Eckhard Pfeiffer. First to attack Compaq Dell directly through the expansion of sales through direct marketing channels: Second Pfeiffer should try to channel support for Compaq products by improving the joint production program with leading distributors?

In early 1997, faced Compaq, the world’s largest supplier of personal computers (PCs), a growing challenge of direct marketing rival Dell computer. This challenge raised two important questions for Compaq CEO Eckhard Pfeiffer. First to attack Compaq Dell directly through the expansion of sales through direct marketing channels: Second Pfeiffer should try to channel support for Compaq products by working with leading distributors improve the joint production program
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Mark Parry
Source: Darden School of Business
22 pages.
Release date: 07 March, 2000. Prod #: UV2898-PDF-ENG
Eckhard Pfeiffer and Compaq (Summary) HBR case solution