The Search Engine War: Can Google Sustain The Lead?
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Code : COM0103K
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Region : China
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Introduction:The case intends to provide a broad overview of the search engine industry, with a focused study of Google Inc., the leading player in terms of market share. The company revolutionized the search engine industry and experienced continuous growth over a period of one decade, ever since it was founded in 1995. The tremendous growth of data on the internet fuelled the growth of search engines. The industry witnessed a high level of specialization both in terms of technology and service offerings. The enhanced competition due to increased participation of newer players made the search engine business even more vibrant and customer focused. The case offers a holistic overview of the market, the challenges that Google faced as a leading player and the strategies that it adopted to successfully retain its hold. The case also seeks to look into the future of the search industry as the entry of fresh players gave a new orientation to this high-growth market that saw a gradual shift from a secondary service offering to a profitable business opportunity. |
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