Case Study 2: Dell's brilliant model that lost the steam Apart from that there was a change in customer's preference for Notebook PC away from the commoditized desktop market. Due to this the direct-to-consumer model also suffered because Notebooks can be considered to be more differentiated than desktops, and customers often want to compare products in person-lift them, type on keyboards, and view screens-before making a purchase decision. These shifts in the customer preference created an opportunity for competitors to replace Dell from its ranking as the world's number one PC manufacturer. In the emerging and changed business market even Dell has stopped its direct-only business model and sells products through third-party retailers. The lesson learned from Dell's struggle is that it is crucial to continually keep on assessing a firm's strategic position among changing market conditions. There is no surety that what strategy is successful today it will dominate forever. Question 1. Evaluate the successful business strategy adapted by Dell that allowed it to remain at the top for two decades. Why no other company copy could imitate its business strategy for so long? Question 2. Why Dell could not sustain its position among the competitors? Discuss the major reasons behind it. Use the resource based view to justify your