Dell initially tried to sell mainly through focused advertising, outbound call centers and the
Internet from its European base in Limerick, but had to adapt its approach. It developed an incountrypresence and tailored its sales, service and support programs
dependingon customercategory,overall maturityof the national market, and the composition of its customers in aparticularmarket. Dell created account management
teams consistingof sales, customer serviceandtechnical support representatives who were designatedto form long-termcustomerrelationshipsand to provide a singlesource of assistance from order placement to fulfillment toserviceand support to technologytransition. Dell now has integratedoffices for sales,marketingand help desks located in 17 European countries where theyare more visible, indirectcontactwithcustomersand moreattunedtothenuances of each market. Currently,the32.