The Continent's Mighty Midgets

Using a variety of innovative marketing and manufacturing techniques, upstart computer makers are giving the industry's giants a run for their money

Squaring off against global computer giants like Hewlett-Packard (HPQ ) and Dell (DELL ) might strike fear into the hearts of the bravest entrepreneurs. But a handful of small European companies is doing just that, and with remarkable success. Their secret? Focusing on the sizzling market for notebook computers and offering ultralow prices. While none of the upstarts threatens to knock top-tier players out of the ring, they're grabbing enough market share to get noticed -- and to force down prices across the board, to the delight of European consumers.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.