Discussion: Computer Company Dell
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count on the company’s information network for help. He asked his customer for 24 hours to research the answer. He then sent an e‐mail to everyone in the company asking the questions posed by the customer. The next morning, he had several responses from others around the company. He went to his client with the answers and closed the deal. What is interesting about this example is that others around the world treated the “new guy” as a colleague even though they did not know him personally. He was also able to collaborate with them instantaneously. It was standard procedure, not panic time, because of the culture of collaboration in this company. With increased use of social networks and other social tools, instantaneous collaboration is commonplace.20
The Internet has greatly enhanced collaboration. Beyond sharing and conversing, teams can also use the Web to create something together. An example of this is Wikipedia on which individuals who do not know each other contribute to the information on a topic. At computer company Dell, a Web‐based site named IdeaStorm has been used since 2008 for idea generation, discussion, and prioritization between and among individuals in the Dell community, including staff, executives, customers, and potential customers. Recent statistics show that over 23,000 ideas have been submitted, over 747,000 votes for ideas have been recorded, and over 100,000 comments have been posted about the ideas suggested. Dell’s management has implemented over 500 of the ideas. Ideas can range from small incremental improvements such as adding a port to an existing product to large sweeping changes such as creating a new product line. Some ideas, such as how to change the retail experience or support activities, are process oriented. Some ideas are about education, the environment, and other topics related to Dell’s business. The company has since implemented an internal version of this system, Employee Storm, only open to internal staff. Employee Storm invites ideas on company benefits, innovations, ways to work better, and other company‐focused issues. Many other companies have implemented similar platforms, including IBM’s Think- Place, BestBuy’s BlueShirt Nation, and ESPN’s SportsNation.
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