Eckhard Pfeiffer and Compaq (Condensed)
Parry, Mark E.
Eckhard Pfeiffer and Compaq (Condensed)
M-0605 | Published March 7, 1999 | 21 pages Case
Collection: Darden School of Business
Product Details
In early 1997, Compaq, the world's largest supplier of personal computers (PCs), faced a growing challenge from direct-marketing rival Dell Computers. This challenge raised two important questions for Compaq CEO Eckhard Pfeiffer. First, should Compaq attack Dell directly by expanding sales through direct marketing channels: Second, should Pfeiffer attempt to improve channel support for Compaq products by launching a joint-manufacturing program with leading distributors?
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