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Corporate Strategy Case Study

Case Title:

Google's Grand Moves: Are they Strategic?

Publication Year : 2005

Authors: Himani Bansal, Sumit Kumar Chaudhuri

Industry: Internet and e-commerce


Case Code: COS0027

Teaching Note: Available

Structured Assignment: Available

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To widen its revenue base, Google has recently diversified into a variety of businesses ranging from wireless Internet access and mobile devices to operating systems and e-commerce. However, despite having the highest brand recognition, with 300 million users worldwide, Google is facing stiff competition from other search giants like Microsoft and Yahoo!. Additionally, the maturing of the paid search listings market might prove to be a limiting factor for the future growth of the company.

Pedagogical Objectives:

  • To highlight the expansion strategies of Google
  • To discuss the potential benefits that Google might accrue from its expansion initiatives in the future and its imminent challenges

Keywords :  Global search engine industry; Yahoo!; Microsoft; eBay PayPal; Expansion strategies of search engines; Business strategies of search engines; Market entry strategies; Services and products; Acquisitions; Diversification; Froogle; Corporate Strategies Case Study; Revenue model; Competitive strategies; Search engine war; Google IPO (Initial Public Offering)

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