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Another type of supply chain occurred in the computer industry about ten years later. In the 1990s, Michael Dell began building computers to order in his college dormitory in Texas. Each customer could specify a configuration. This meant components could be procured and assembled by Dell with lower cost and shorter lead times than "make to stock" companies because the product design was modular and the industry was horizontal. This simple supply chain strategy is known as the "Dell direct model". It is characterized by low inventory, high profit margins and a very high return on assets.

The main idea of the paragraph

In the computer industry, DELL illustrates another type of supply chain --“Dell direct model”, whose product design was modular and whose industrial structure is horizontal. The Dell model is characterized by low inventory, high profit margins and a very high return on asset.

在计算机行业，戴尔公司诠释了另一种类型的供应链“戴尔直销模式”，其产品设计采用模块化，其在业内的合作采用水平式的；戴尔模式的特点是低库存、高利润以及资产的高回报。

词语解释

lead time:　the time that it takes to make or produce something订货至交货的时间

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