The purpose of this paper is to provide an example of an organization that is faced with making a business decision, and the expected benefits of utilizing sound business research methods. The discussion will examine Dell, Inc., the world's largest direct-order computer systems companies; priding itself in being the most profitable in the industry and most recently reported revenues exceeding 41.4 billion dollars (Davis, 2001). Despite this success, there is room for improvement, and real threats to Dell's dominance. …
