google case study
Google’s Country Experience
France, Germany, Japan
Course: International Management
Major: International Business
Name :Li fengdan
No.:21132533006
Google’s Country Experience: France, Germany, Japan Background
Founded on September 4 . 1998, Google quickly revolutionized the search engine and the Internet alike. Within two years of starting operations Google had become the largest single search engine in the world and began to dominate the market. As the World Wide Web (web) grew in popularity and became more and more a part of everyone’s daily life, Google too grew in popularity “because it could provide simple, fast, and relevant search results”. The differentiating factor was Google’s “PageRank technology which displays results…by looking for keywords inside web pages, but also gauging the importance of a search result based on the number and popularity of other sites that linked to the page”.
The use of Google has always been free to the user, the two revenue-generating avenues that have made Google one of the most profitable companies of the last decade is advertising and selling its technology. Google’s advertising branch is called AdWords and allows those wishing to advertise to “create ads and choose keywords, which are words or phrases related to the business. When people search on Google using keywords, ads appear next to or above search results” (Google.com).
Problems
The rapid rise and dominance of Google in search and other web areas, prompted concerns in a number of countries. Google had to defend itself several different lawsuits. Fear of US dominance over the local cultures to the kind of information it provided was what caused the lawsuits against Google. Google was demanded to censor its search results to government regulations. Several different advertisers sued Google in France and the courts mostly ruled in favor of the advertisers. Google lost a court case in Germany and was asked to remove
France, Germany, Japan
Course: International Management
Major: International Business
Name :Li fengdan
No.:21132533006
Google’s Country Experience: France, Germany, Japan Background
Founded on September 4 . 1998, Google quickly revolutionized the search engine and the Internet alike. Within two years of starting operations Google had become the largest single search engine in the world and began to dominate the market. As the World Wide Web (web) grew in popularity and became more and more a part of everyone’s daily life, Google too grew in popularity “because it could provide simple, fast, and relevant search results”. The differentiating factor was Google’s “PageRank technology which displays results…by looking for keywords inside web pages, but also gauging the importance of a search result based on the number and popularity of other sites that linked to the page”.
The use of Google has always been free to the user, the two revenue-generating avenues that have made Google one of the most profitable companies of the last decade is advertising and selling its technology. Google’s advertising branch is called AdWords and allows those wishing to advertise to “create ads and choose keywords, which are words or phrases related to the business. When people search on Google using keywords, ads appear next to or above search results” (Google.com).
Problems
The rapid rise and dominance of Google in search and other web areas, prompted concerns in a number of countries. Google had to defend itself several different lawsuits. Fear of US dominance over the local cultures to the kind of information it provided was what caused the lawsuits against Google. Google was demanded to censor its search results to government regulations. Several different advertisers sued Google in France and the courts mostly ruled in favor of the advertisers. Google lost a court case in Germany and was asked to remove
References: • Thornbury, J. KPMG: Revatalising Culture through Values. (1999). Retrieved from: https://bb.laverne.edu/bbcswebdav/pid-1103798-dt-content-rid-2079517_1/courses/201320_1330_BUS_685_4/201320_1330_BUS_685_4_ImportedContent_20130105022108/KPMG%3B%20Revitalizing%20Culture%20through%20Values.pdf. •http://thenextweb.com/asia/2012/11/06/google-search-maps-continue-downward-slide-in-china/ (6 Nov 2012) •http://returnonnow.com/2012/06/search-engine-market-share-country/ (13 Jun 2012) •http://www.guardian.co.uk/technology/2013/jan/04/google-defeat-china-censorship-battle (7 Jan 2013) •http://globalcentral.net/assets/cb757434/Search-Social-2012-Done.pdf (2012) • www.google.com