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Competitive Strategies Case Study

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Case Title:

Google’s Desktop Search: A Threat to Microsoft?

Publication Year : 2005

Authors: Krishnakumar

Industry: Internet and e-commerce

Region:US

Case Code: COM0136C

Teaching Note: Available

Structured Assignment: Available

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Abstract:

Microsoft, the world’s largest software company was a dominant player in the search market until the advent of Google, a search engine in 1998. With its desktop search tool, Google attempted to pose a threat to Microsoft's core activity of controlling the users since the time they turned on their PCs. Google also wooed away Microsoft’s employees creating further concern.

The case explores the strategies followed by Google to outsmart Microsoft in the search market. The case opens up possibilities for further discussion on Microsoft’s defensive measures to retain its domination.

Pedagogical Objectives:

  • To discuss the threat posed by Google Desktop to Microsoft’s core activity
  • To discuss Microsoft’s defensive measures to retain its domination.

Keywords : Microsoft; Google; Desktop search; Competitive Strategies Case Study; Netscape Navigator; Browser war; Desktop war; Longhorn; Competition; Internet Explorer

Contents : 
Search Market- Google Vs. Microsoft
Google: A Threat To Microsoft?
Global Usage Share Of Top 7 Search Engines
Google And Microsoft Desktop Search: Comparative Features
Google’s Revenues

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