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Authors: A Mukund; V Sarvani
Published by: IBS Center for Management Research
Published in: 2003

Abstract

The case examines the reasons for the success of Google.com, the California based Google Inc''s Internet search engine. Google became the market leader leaving behind competitors like Netscape and AltaVista. The case explains the contribution of Google''s technological innovations and focus on user-friendliness to its popularity. Google''s unique business model, which made it one of the rare dotcoms to earn profits, has been explained in detail. The case also provides details on various services and tools offered by Google to its corporate clients as well as Internet surfers. Finally, the case throws light on the problems faced by Google in 2003 and discusses their impact on its future prospects. The case is designed to enable students to: (1) understand the concept of Internet search engines, the dynamics of the search engine market, and the circumstances that led to the development of the Google search engine; (2) understand the importance of technological superiority and customer-friendliness in the success of a dotcom venture; (3) understand the importance of an innovative and carefully planned business for successfully managing and running a dotcom company; and (4) understand the importance of constant innovation in the services offered to users to gain a competitive edge. The case is aimed at MBA/PGDBA students, and is intended to be part of the knowledge, information and communication systems management curriculum. The teaching note does not contain an analysis of the case.
Location:
Size:
Small
Other setting(s):
1998-2003

About

Abstract

The case examines the reasons for the success of Google.com, the California based Google Inc''s Internet search engine. Google became the market leader leaving behind competitors like Netscape and AltaVista. The case explains the contribution of Google''s technological innovations and focus on user-friendliness to its popularity. Google''s unique business model, which made it one of the rare dotcoms to earn profits, has been explained in detail. The case also provides details on various services and tools offered by Google to its corporate clients as well as Internet surfers. Finally, the case throws light on the problems faced by Google in 2003 and discusses their impact on its future prospects. The case is designed to enable students to: (1) understand the concept of Internet search engines, the dynamics of the search engine market, and the circumstances that led to the development of the Google search engine; (2) understand the importance of technological superiority and customer-friendliness in the success of a dotcom venture; (3) understand the importance of an innovative and carefully planned business for successfully managing and running a dotcom company; and (4) understand the importance of constant innovation in the services offered to users to gain a competitive edge. The case is aimed at MBA/PGDBA students, and is intended to be part of the knowledge, information and communication systems management curriculum. The teaching note does not contain an analysis of the case.

Settings

Location:
Size:
Small
Other setting(s):
1998-2003

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