Business entities and organizations are singular and take a singular predicate and singular pronouns:

• "Apple Computer must attract users to its retail stores"
• "Hewlett-Packard defended its merger with Compaq in court."
• "The ACLU's Web site details the organization's dedication to its mission."

The last example seems obvious, because you wouldn't write "the organization's dedication to their mission," but you'd be shocked at how many times you'll see "they" instead of "it" in sentences like the first two.

If you're referring to the members of an organization using only the group's name, that's plural and takes plural companions:

• "Dell Computer employees purchase a lot of technical books from Amazon.com. Dell uses their knowledge to corporate advantage."

But that's awkward at best. Better to say, "Dell uses employee knowledge..." or "Employees use their knowledge...." Just like individuals, companies are not "they." A company is an "it." Its employees or executives are a "they" or a "them."

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