Going Global Case Study

Google’s Trouble in France: English vs French?

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Abstract:
Google has been finding it hard to establish its presence in France. It faced severe opposition when it announced its library project plan in December 2004. The project, which aims at putting 1.5 million books on-line from renowned UK and US libraries, is being considered as an effort to dominate the French language and culture by English language and Anglo Saxon ideas. Wary of its impact on France, the French government has decided to launch a competitive French search engine to compete against Google.

Pedagogical Objectives:

• To understand the socio-political opposition faced by Google in France
• To discuss Google's strategies to establish its presence in the country.

Contents:

• Google in France
• The French Opposition

Keywords : Government and Business Environment Case Study,Google, France, America, Intellectual property rights, AdWords, Google’,s library plan, Googlisation, Omnigooglisation, Search engines, On-line library, Virtual library, French culture, Anglo Saxon, Europe, Google’,s print project