Dell Case Study

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Running head: DELL COMPUTER CORPORATION

Improving the Dell Computer Corporation
Heather Mueller
Corporate Communications
Section One
Improving the Dell Computer Corporation
The key issues presented in the “Dell Computer Corporation” case study is that Dell needs to align its’ identity with its’ image, and stop relying heavily on technology (Dell Case Study P. 58). Increased dependence on technology, along with a gap between image and identity, can cause complications for a company if they are not attended to. Analysis

Corporate communication must be “closely linked to a company’s overall vision and strategy,” (Argenti, 2007, p. 12) and if not, it can cause constituencies to view the company negatively. The Chief Operating Officer of Sony “criticized Dell’s lack of spending on research and development,” therefore, Sony’s image of Dell does not align with Dell’s identity. A company’s image is the “corporation as seen through the eyes of its constituencies, [and] an organization can have different images with different constituencies” (Argenti, 2007, p. 58). This differs from an identity, because an identity “consists of a company’s defining attributes,” and should not very from one constituency to another (Argenti, 2007, p. 58). Many of Dell’s constituencies view Dell in a very positive light, and see Dell as an excellent example of how a company should function and communicate with its constituencies. Dell has a well-founded identity called “The Soul of Dell” which is its’ corporate philosophy that “defines the kind of company it is and aspires to become” and shows Dell’s commitment to direct accountability (Argenti, 2007, p. 59). However, “identity building and maintenance requires the ability to conduct research,” and if Dell does not clearly communicate that ability with it’s constituencies, Sony will continue to be discontented with Dell’s identity (Argenti, 2007, p. 50). The founder of Dell Computers, Michael...
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