However the next time, ASUSTeK came back, it wasn’t to talk to Dell. It was to talk to Best Buy and other retailers to tell them that they could offer them their own brand or any brand PC for 20% lower cost. As The Innovator’s Prescription concludes:
Bingo. One company gone, another has taken its place. There’s no stupidity in the story. The managers in both companies did exactly what business school professors and the best management consultants would tell them to do—improve profitability by focuson on those activities that are profitable and by getting out of activities that are less profitable.
I cannot agree with the basic premise here (or one of them) - that this situation is acceptable according to business theory. It simple is not.
While I was working at one of the largest multinational CPA firms (The Big Four, or whatever they may be today) some of us were sent to classes taught by Harvard University business professors.
One such class was regarding 'Business Competition'. Business competition is not limited to those making similar products. Indeed some of your most dangerous competition are your customers or suppliers.
E.g., While I was working in Paris/France, Walt Disney expanded in to the European market and built Euro-Disney. They would approach what I consider medium sized companies to purchase their products to build and equip the Euro-Disney facility. These French companies were happy to compete for, and win big sales contracts to the Disney company. Many were nearly crushed. Take for instance the case of a manufacturer of paper towel dispensers for restrooms etc. After purchasing tons of materials, paying for overtime etc to complete the job etc., Disney came back and refused to pay. Disney made the (dubious) claim that the dispensers did not exactly meet the agreed upon specs. That manufacturer had few choices, none of which were very good:
1. Take back your product. With their Lines of Credit maxed out incurring the costs to manufacture the products and no other purchasers around this option meant bankruptcy.
2. Sue Disney. See above. Disney could keep you in court so long you'd be bankrupt before getting to the end of it. Plus, where would they get the money to hire the lawyers? Disney was huge and had a bunch of lawyers on staff, no problem for them.
3. Agree to sell at a much reduced sales price meaning no profit etc. They chose this option, by doing so they could pretty much pay-off their L.O.C. and live to see another day.
Now, this is a particularly egregious example, but serves to highlight how a disproportionately large customer has great leverage over you, and they will use it if you allow yourself to get into in that situation. Usually it's from greed for the extra profit the big new contracts promise.
Similarly, the ASUSTeK/Dell story in the OP is a case of your supplier being your competition.
I took that class, and personally watched the Disney story unfold, over 20 yrs ago. If I've known this stuff for over 20 yrs, you better believe many others do to.
Dell made an obvious and basic business screw-up. Perhaps they were forced into by other bad circumstances, but they should've seen this possibility.
Fern