Authors: Gary J. Stockport
Addresses: The Business School, The University of Western Australia, 35 Stirling Highway, Crawley, WA 6009, Australia
Abstract: The case study documents the history and growth of Google from its start up to early 2009. A number of important strategic events over its history are considered within the case study such as: its founders Larry Page and Sergey Brin, the struggling early internet search companies, forming a strategic partnership with Yahoo, building a better business model, its reaction to 9/11, and entering China. The case study seeks to address a number of strategy questions such as: How does Google formulate and implement strategy? How did Google|s business model evolve? How does Google make ethical strategic decisions within its quest to organise the world|s information?
Keywords: Google history; Google growth; strategy formulation; strategy implementation; business models; information technology; artificial intelligence; internet; information retrieval; ethical decisions; ethics; case study; web search.
International Journal of Technology Marketing, 2010 Vol.5 No.1, pp.27 - 43
Published online: 20 May 2010 *Full-text access for editors Access for subscribers Purchase this article Comment on this article