【案例名称】Google Inc. (Abridged)

【作者】Benjamin Edelman, Thomas Eisenmann

【页数】12

【格式】PDF

【语言】英语

【出版日期】2010年2月15日

【修订日期】2010年12月14日

【学科】策略 (Strategy)

【案例编号】910032-PDF-ENG

【来源】HBS Premier Case Collection

【网页】http://cb.hbsp.harvard.edu/cb/product/910032-PDF-ENG

【简介】

Describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic initiatives and the threats they pose to Yahoo, Microsoft, and others. 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.

【学习目标】

To analyze the strategic significance of network effects in search-related advertising and for Google's prospects in the portal, e-commerce intermediary, and desktop operating system businesses. Also, to explore whether pursuit of the latter opportunities is consistent with Google's mission and culture.

【涉及课题】

Business models; Competition; Corporate governance; Corporate strategy; Entrepreneurship; Network effects; Search engines

【背景】

    * Company Employee Count: 20,100
    * Company Revenue: $22 billion
    * Event Year Begin: 2010

【下载】

http://www.mbabbs.com/thread-1454-1-1.html