It may surprise many of you to learn that Dell Computer was the highest appreciating tech stock of the 90s. This success was grounded not in marketing or product, but primarily behind the scenes in a revolutionary approach to supply chain.

Dell’s success was powered by a “build to order” approach that enabled it to offer customers a personalized solution while avoiding inventory hold until the order was received. Dell’s innovation in supply chain management fueled its meteoric stock market performance — 91,863 percent (cumulative appreciation of Dell’s stock price during the 1990s).

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