Earlier this year, Dell Inc. (NASDAQ: DELL) acquired Alienware but largely left the company alone. But Alienware's recent alienation of product review journalists may create some public relations backlash towards Alienware, and by proxy, its parent company Dell.
A recent article on Hexus.net, a tech review site, revealed a poorly thought out vision for ensuring good reviews. Apparently Alienware is refusing to provide sample units to journalists who've given less than glowing product reviews. Sure, if a reviewer calls your company bad names you probably won't go out of your way for them next time. In this case, the review wasn't harsh, it was just honest and suggested some alternatives for the high cost of the Alienware machine.
Nobody goes out of their way to help someone who called them a bad name. In Hexus's case, the review wasn't terribly critical. If Alienware is openly trying to manipulate the media for good reviews, the backlash could become staggering. Maybe it's time for Dell to get more involved in raising their new stepchild.
Alienware: Dell's new pain in the neck?
Posted Oct 30th 2006 5:05PM by Will O'Brien
Filed under: Competitive strategy, Dell (DELL)
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Reader Comments (Page 1 of 1)
10-31-2006 @ 4:16AM
Earl Parrick said...
are you sure it is ailienware trying to manipulate the media or is it the media trying to manipulate ailienwarewe have only heard one side of the story.
10-31-2006 @ 7:07PM
Guardian said...
I agree with the previous comments. I would like to think there is more to the review or reasons behind Alienware not providing samples to a media source. If Alienware decides to disclose the reasons behind it, that will be up to them. However, I will keep an open mind to Alienware not providing systems. Lastly, I do not agree Dell is ultimately responsible for Alienware or should step-in to overturn their decision.
10-31-2006 @ 5:05PM
Steve Lopez said...
Here is a link to the response sent by Brian Joyce, Senior VP of Alienware EMEA, concerning this matter. Hopefully it clears up any misunderstandings generated by this incident.
http://www.hexus.net/content/item.php?item=7113&page=5
Thank you