Google Case
HAR VA R D B U S I N E SS S C H O O L P R E SS
Aiming for an Evolutionary Advantage
Management Innovation in Action
E xc e r p t e d fro m
The Future of Management
By
Gary Hamel with Bill Breen
Harvard Business School Press Boston, Massachusetts
ISBN-13: 978-1-4221-2515-1
2515BC
Purchased by Laura Jimena Mora Guzm?n (laura_jimenamora@hotmail.com) on March 25, 2013
Copyright 2007 Harvard Business School Publishing Corporation All rights reserved Printed in the United States of America This chapter was originally published as chapter 6 of The Future of Management, copyright 2007 Harvard Business School Publishing Corporation. No part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form, or by any means (electronic, mechanical, photocopying, recording, or otherwise), without the prior permission of the publisher. Requests for permission should be directed to permissions@hbsp.harvard.edu, or mailed to Permissions, Harvard Business School Publishing, 60 Harvard Way, Boston, Massachusetts 02163. You can purchase Harvard Business School Press books at booksellers worldwide. You can order Harvard Business School Press books and book chapters online at www.HBSPress.org, or by calling 888-500-1016 or, outside the U.S. and Canada, 617-783-7410.
Purchased by Laura Jimena Mora Guzm?n (laura_jimenamora@hotmail.com) on March 25, 2013
Six
Aiming for an Evolutionary Advantage
Google
nyone who’s ever booted up a pc knows about
Google, the Mountain View, California–based company whose brightly-hued logo is a universal welcome mat to the World Wide Web.1 As the heavyweight of online search, Google is one of the world’s most ubiquitous brands and an indispensable tool for anyone navigating cyberspace. In May 2007, Google handled 65.2 percent of all U.S. Internet searches, compared with 20.7 percent for Yahoo! and 7.7 percent for Microsoft.2 Globally, Google conducts more than
Aiming for an Evolutionary Advantage
Management Innovation in Action
E xc e r p t e d fro m
The Future of Management
By
Gary Hamel with Bill Breen
Harvard Business School Press Boston, Massachusetts
ISBN-13: 978-1-4221-2515-1
2515BC
Purchased by Laura Jimena Mora Guzm?n (laura_jimenamora@hotmail.com) on March 25, 2013
Copyright 2007 Harvard Business School Publishing Corporation All rights reserved Printed in the United States of America This chapter was originally published as chapter 6 of The Future of Management, copyright 2007 Harvard Business School Publishing Corporation. No part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form, or by any means (electronic, mechanical, photocopying, recording, or otherwise), without the prior permission of the publisher. Requests for permission should be directed to permissions@hbsp.harvard.edu, or mailed to Permissions, Harvard Business School Publishing, 60 Harvard Way, Boston, Massachusetts 02163. You can purchase Harvard Business School Press books at booksellers worldwide. You can order Harvard Business School Press books and book chapters online at www.HBSPress.org, or by calling 888-500-1016 or, outside the U.S. and Canada, 617-783-7410.
Purchased by Laura Jimena Mora Guzm?n (laura_jimenamora@hotmail.com) on March 25, 2013
Six
Aiming for an Evolutionary Advantage
nyone who’s ever booted up a pc knows about
Google, the Mountain View, California–based company whose brightly-hued logo is a universal welcome mat to the World Wide Web.1 As the heavyweight of online search, Google is one of the world’s most ubiquitous brands and an indispensable tool for anyone navigating cyberspace. In May 2007, Google handled 65.2 percent of all U.S. Internet searches, compared with 20.7 percent for Yahoo! and 7.7 percent for Microsoft.2 Globally, Google conducts more than