ANALYSIS OF PRODUCT DEVELOPMENT AT DELL COMPUTER CORPORATION

ANALYSIS OF PRODUCT DEVELOPMENT AT DELL COMPUTER CORPORATION

Abstract
Dell’s Portable Division, headed by Mark Holliday, had reached a decision point in the development of its new laptop computer. Holliday had to decide, or reach consensus on, what kind of battery Dell would put into its new line of laptop computers. It was the second try for Dell in the laptop market. The first attempt had failed due to technical problems, costing the company $20 million in development expenses alone.
After the failed earlier attempt, Dell structured the development process, requiring decision points to be added. In addition, cross-functional teams were required to ensure communication among disciplines. In spite of the new development approach, the teams usually did not embrace the new process.
As part of the laptop development, market research revealed a list of features that were important to customers. One of those features was battery life, which as it turns o...