CDW Corp. 2002

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


Through hard work, energy, and leadership, charismatic CDW founder Michael Krasny built a phenomenally successful sales-driven company in the early 1980s. By 1994, when CDW went public, it had grown at a compounded rate of 39%, increased annual profit at a 46% clip, and had seen its shares appreciate by 4,000%. Krasny stepped down in 2000 with UAL's John Edwardson succeeding him. Involves the future of this flourishing concern. Can Edwardson continue to grow the company while maintaining its can-do culture and holding off increasingly tough competition? What does the global economy mean to CDW? What is Edwardson's ambitious plan, and can it succeed in doubling revenues to $8 billion in four years?



Jacobs, D., Gray, J. and Tran, C. (2017), "CDW Corp. 2002", Kellogg School of Management Cases.

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