Reinventing Dell

Dell was once listed by Fortune as the most admired company in the world and held the #1 market share in personal computing. Between 1991 and 1999, Dell’s stock price outperformed that of its next closest competitor by a factor of 20 times - only to lose 70 percent of its value by 2009 as the company struggled with the pressures of Wall Street, missed product transitions, and deteriorating customer service. In essential new innovation text Reinventing Dell, company insider Heather Simmons asks: 


How did Dell go from one of the most admired firms in the world to a company in a holding pattern for the better part of a decade? More importantly, how might it come back?


Heather Simmons was a senior director at Dell from its early days in Austin, through the growth years of the 90s and the tumultuous mid-2000s. With insightful interviews from former Dell employees, Simmons provides an insider's perspective on the role of culture, Wall Street, and acquisitions in impacting past and future innovation at the company. The iBooks version of Reinventing Dell includes exclusive interactive data visualizations and video interviews.


Reinventing Dell turns Dell’s rise, fall, and emergent return into cogent lessons that business leaders can’t do without.