Dell – A Case Study of Dynamic Competition

Michael Dell, founder and CEO of Dell Technologies, recently published a book titled "Play Nice But Win: A CEO's Journey from Founder to Leader". In the book, he takes the reader on a journey from his years of early enthusiasm for computer technology to the founding and management of a billion-dollar business. Over the years, Dell has established itself as an effective case study for bringing and surviving disruption in the computer industry. The book offers good insights into dynamic competition and allows us to draw lessons for competition policy in the context of uncertainty and rapidly changing markets. To this end, we discuss Dell's entry into the computer industry, the waves of technological and market disruption it survived, and its management (or lack) of dynamic capabilities