Dell is an industry leader in direct sales of personal computers that was started in 1984. As a strategic buyer, Dell looks to acquire companies that create synergies with its existing business model of direct sales and customization. Dell's success is based on competitive advantages like reduced prices through inventory management, total customization, and strong customer communication. It uses a direct sales model where it manufactures custom computers based on customer orders and handles its own logistics and supply chain. While acquisitions provide benefits like overcoming barriers or gaining assets, they also carry risks of not achieving synergies, integration challenges, and potentially overpaying. Consumer behavior studies are important for Dell's direct sales model to understand customer needs.