GOOGLE CASE STUDY

Jun 18th, 2015
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Alabama State University
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Google Inc. is an advertising giant in the internet marketing industry. This company was founded in 1998 by two Stanford University PhD candidates who wanted to organize the world’s information and make it more universally accessible and useful. This case study takes a detailed look at this extraordinary company and examines its existence. It describes how the company originated, what it does, how it competes. It also highlights some of Google Inc. early success factors, its governance structure, its culture and organizational processes. The case study then goes on to answer some specific questions on Google Inc.’s competition and acquisitions and recommend a way forward in addition to enhancing its core search and advertising business.

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GOOGLE CASE STUDYA Paper Presented in Partial FulfillmentOf the Requirements ofThe Robert Kennedy College, E-Business course July 2011AbstractGoogle Inc. is an advertising giant in the internet marketing industry. This company was founded in 1998 by two Stanford University PhD candidates who wanted to organize the worlds information and make it more universally accessible and useful. This case study takes a detailed look at this extraordinary company and examines its existence. It describes how the company originated, what it does, how it competes. It also highlights some of Google Inc. early success factors, its governance structure, its culture and organizational processes. The case study then goes on to answer some specific questions on Google Inc.s competition and acquisitions and recommend a way forward in addition to enhancing its core search and advertising business.Table of ContentsTable of Contents3Introduction 4Company History5Paid Listings7Google Listings 8Improving Searches and Advertising9Googles Organization11Pressure on the core business12Google Competitors13Questions and answers14References22IntroductionGoogle Inc. was incorporated as a privately held company in 1999 by Larry Page and Sergey Brin while they were attending Stanford University. This American corporation is now a multinational public entity invested in internet search, cloud computing and advertising technologi

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