The Search Engine War: Can Google Sustain The Lead?



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Code : COM0103K

Year : 2005

Industry : Internet and e-commerce

Region : China

Teaching Note: Not Available

Structured Assignment : Not Available

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Abstract: Google has revolutionised the search engine industry. But in a regulatory filing with the Securities and Exchange Commission of US, Google has acknowledged in unequivocal terms, the increased threat to its leadership in the search engine business.

The open admission of the threats signals the intensifying competition in the search engine market.

Analysts wonder whether Google will be able to maintain its technological lead over its rivals. Also, is Google putting all its eggs in one basket? Does Google need to look beyond search engines and move towards a more diversified business model?

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Pedagogical Objectives:

  • To discuss the inception and growth of Google
  • To discuss the various services offered by Google
  • To discuss the competition that the company faces from Microsoft, Yahoo and other players
  • The likely future strategies of Google.


    Keywords : Google; Search engine; Competitive Strategies Case Study; Internet traffic; Yahoo; Microsoft; AOL; The search engine industry; Sergey Brin; Tim Cadogan; MSN; Amazon; Factiva; Content acquisition programme

    Contents :
    » The Prevailing Market Scenario
    » The Growth of Search Engines
    » Google.com: The Technology Behind


    Case Introduction >>


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