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, i.e., 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.
The complete Google case study is available through the Harvard Business Review coursepack.
Identify the core search technologies and how these search technologies have shaped the web
List the strategy advantages and network effects of search advertising for a technology company
Analyze the business culture of innovation at a search company such as Google
Complete an informational report presentation (approximately 10 minute VoiceThread video) addressing the following questions:
What were the key factors behind Google’s early success?
Do you expect the search business to become more concentrated (i.e., dominated by fewer firms)?
Is search a winner-take-all business?
In renewing its deal with AOL, could Google afford to pay AOL more than 100% of the revenue generated from AOL searches? How did Microsoft’s maximum affordable bid for AOL’s search traffic compare to Google’s?
In addition to enhancing its core search businesses, should Google also branch out into new arenas? Which of the following would you recommend: 1) building a full-fledged portal like Yahoo!’s; 2) targeting Microsoft’s desktop software hegemony; and/or 3) becoming an e-commerce intermediary like eBay?
Do you view Google’s distinctive governance structure, corporate culture, and organizational processes as strengths or potential limitations?
Introduction slide (where you introduce yourself and your presentation topic)
One slide for each of the questions (each slide must draw on appropriate support, data, and information from the case study, readings, or other sources)
Conclusion slide (where you can provide any additional commentary relating to this case study)
Include a slide that lists the contribution of each group member (no need to provide any commentary; just include with the presentation)
I NEED TWO SLIDES AND THEIR CORRESPONDING SCRIPTS ON THE FOLLOWING POINTS..
1. In renewing its deal with AOL, could Google afford to pay AOL more than 100% of the revenue generated from AOL searches? How did Microsoft’s maximum affordable bid for AOL’s search traffic compare to Google’s?
2.Do you view Google’s distinctive governance structure, corporate culture, and organizational processes as strengths or potencial limitation?
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