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The Future of Technology Management and the Business Environment: Lessons on Innovation, Disruption, and Strategy Execution by Alfred A. Marcus

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10. From Mass Customizing to Mass Commodity: Dell and Acer

As Dell and Acer planned for their future, they had to decide how they were going to deal with the commoditization of their business. It had moved from mass customization—where novel products that combined flexibility and personalization with low cost had been profitably sold to customers at a rapid pace—to commoditized products that had razor-thin margins and sold mostly based on price.

The main products of Dell and Acers were desktop and laptop PCs. Although smartphones and tablets cannot accomplish what these products do, especially in business settings, in a more mobile world, their role became less important. Dell and Acer faced an important question: with so many smartphones and ...

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