Google.com - The World's Number One Internet Search Engine


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Case Details:

Case Code : ITSY019
Case Length : 18 Pages
Period : 1996-2002
Pub Date : 2003
Teaching Note :Not Available
Organization : Google.com
Industry : Information Technology Countries : USA

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts

Google's Technology: The Success Secret

From the very beginning, Larry and Sergey focused on building a search engine that would fetch precise search results. Larry said, "We want to build a search engine that understands exactly what you mean and gives you back exactly what you want." They wanted to overcome the limitations of the existing search engines that used a group of large servers to perform search operations. The performance of such search engines slowed down during peak loads, which meant that greater the number of queries, the higher the response times. Larry and Sergey realized that they would have to develop a new kind of server set up to provide a fast and accurate search service...

Google's Business Model

Most search engine companies spent a lot of money on marketing to build their brands. Google, however, focused solely on building a 'better' search engine...

Google Search Services

Launched in mid-1999, the WebSearch service enabled clients (destination sites and portals) to offer Google's search services to their members...

Google's Advertisement Programs

Google earned half of its revenues from the advertising programs it offered to its customers. The company did not permit advertisements on its website, but allowed advertisements based on 'keyword targeting' on its search results pages. Advertisements based on keyword targeting ensured that the ordinary run-of-site advertisements did not appear indiscriminately on every page. Google ensured that only those advertisements that were relevant to the search appeared on each search results page...

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