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Reference no. 9-910-036
Prize winner
Published by:
Harvard Business Publishing (2010)
11 April 2011
Revision date:
21 pages
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This case describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. It reviews Google's recent strategic initiatives and the threats they pose to Yahoo!, Microsoft, and others. It also asks what Google should do next. One option is to stay focused on the company's core competence, ie, developing superior search solutions and monetizing them through targeted advertising. Another option is to branch into new arenas; for example, build Google into a portal like Yahoo! or MSN; extend Google's role in e-commerce beyond search, to encompass a more active role as an intermediary (like eBay) facilitating transactions; or challenge Microsoft's position on the PC desktop by developing software to compete with Office and Windows.


Business models; Corporate governance; Corporate strategy; Entrepreneurship; Competition; Network effects; Search engines
$22 billion revenue, 20,100 employees
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2011 - ecch best selling case
2011 - ecch Case Awards - category winner

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