These key drivers of organizational change vary with industry. Technology forms the basic infrastructure for most industries. However, in the computer industry, technology is the most significant and key driver for strategic change in an organization. Also quoting one instance, in case of the fashion industry, the emerging socio-cultural trends that impact fashion may be the primary drivers for change. In this paper, it is technology that has been examined as the key driver for change in an industry that is obviously technology oriented, viz. , the computer manufacturing industry.
The company chosen for conducting a mini case study in the following pages is the well-known Dell Inc. , a global leader in computer manufacturing and an industry leader in lean manufacturing and built-to-order business operations for effecting direct sales to customers without using retailers and distributors. The success of Dell Inc. specifically in the home PC industry can be related to its adoption of the Internet technology and which has also provided the company its competitive edge in a closely competitive industry that includes global players like Lenovo, HP, IBM, and Apple besides Dell.
More to the point, the case study examines the role of the internet in effecting a direct and efficient linkage of the company with its customers by bridging geographical divides. Additionally, such use of the internet reliance affords Dell a host of advantages that help in delivering competitive advantage to the company. As one study points out (Mullins, 2007), Dell only became such a successful business enterprise due to three distinct factors viz. , an increased consumer knowledge and confidence in selecting computer products, the advances in manufacturing and technology that enabled it to provide its customers value for money in an increasingly competitive industry, and the better and faster software that ensured the success of the internet-based ordering mechanism.
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