how can dynamically change the text of a column in gridview ?

how to change the text of a dynamically bound column in gridview depending on data values ?
eg: in the below customer gridview , I do not want to show the  href at the bottom of the grid for microsoft i.e. when the  CompanyName is microsoft I do not want to show the delete hyperlink ? How can I achieve this ?

<asp:GridView ID="GridView1" runat="server" AllowPaging="True" 
            AllowSorting="True" AutoGenerateColumns="False" DataKeyNames="CustomerID" 
            DataSourceID="SqlDataSource1">
            <Columns>
                <asp:BoundField DataField="CustomerID" HeaderText="CustomerID" ReadOnly="True" 
                    SortExpression="CustomerID" />
                <asp:BoundField DataField="CompanyName" HeaderText="CompanyName" 
                    SortExpression="CompanyName" />
                <asp:BoundField DataField="ContactName" HeaderText="ContactName" 
                    SortExpression="ContactName" />
                <asp:BoundField DataField="ContactTitle" HeaderText="ContactTitle" 
                    SortExpression="ContactTitle" />
                <asp:BoundField DataField="Address" HeaderText="Address" 
                    SortExpression="Address" />
                <asp:BoundField DataField="City" HeaderText="City" SortExpression="City" />
                <asp:BoundField DataField="Region" HeaderText="Region" 
                    SortExpression="Region" />
                <asp:BoundField DataField="PostalCode" HeaderText="PostalCode" 
                    SortExpression="PostalCode" />
 
	       <asp:BoundField>
                    <itemstyle horizontalalign="Center"  Width="30px" />
                    <itemtemplate>
                     <a href="internal.aspx?invoice_id=<%# Eval("cust_ID")%>"> delete</a>
                </itemtemplate>
               </asp:BoundField>
  
             
	    </Columns>
 
</asp:GridView>

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