Integrating the High End: HP vs. Dell

In 2006, Dell and Hewlett-Packard both went after PC makers specializing in high-end gaming systems. Dell bought Alienware and HP acquired Voodoo. Dell’s strategy remains opaque, with a lack of clear positioning of Alienware’s desktops and laptops vs. the Dell-branded premium XPS line. HP’s marketing approach is becoming much clearer with the launch of the Blackbird 002 super-premium desktop. While maintaining the independence of Voodoo, HP’s personal systems group is using Voodoo’s mojo to bring some pizzazz to the HP desktop line.

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