Regional Growth
Case History: Personal Computers
Personal computers play a crucial
role in the development of the small
business market in every region, and at
every stage of economic development.
Superior responsiveness to the small
business owner’s widely varying service
needs demonstrably drives market share.
Superior profits follow.
In the early stages of PC market development, small business owners in Europe lagged behind comparable US businesses. The key to global PC market development was to structure the adoption process, and develop a European small business segmentation based on customer defined priorities.
The resulting European PC strategy led directly to a dominant position in the small business market, and established a springboard for worldwide growth and profitability.
