Google, Inc.: Searching for New Avenues for Growth
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
mobile operating software (Android), and mobile phone design and sales (Nexus One). But this growth came at the cost of its reputation as the company drew criticism for violating users' privacy by hawking details of their web usage patterns to advertisers, for turning a blind eye to copyright issues as in the case of Google Books, and for playing the bully by manipulating its search results to benefit its own services and stifle the competition. It not only had to deal with formidable rivals such as Microsoft, Facebook, and Apple, but also had to face scrutiny from antitrust authorities in the US and Europe for allegedly abusing its leadership position. Google ruffled many feathers when, in August 2011, it acquired the mobile device manufacturer Motorola Mobility Holdings Inc. Through this acquisition, Google morphed into a full-fledged device maker. The acquisition left many wondering whether Google had bitten off more than it could chew. This case is meant for MBA students as a part of the Managing Networked Businesses/ Corporate Strategy/ Strategic Management/ Corporate Ethics curriculum.
» Understand various issues and challenges in managing networked businesses
Managing Networked Businesses, Corporate Strategy, Growth, Market leadership, Market dominance, Google's Statement of Philosophy, Dual class equity structure, Innovation, Disruptive technologies, Privacy, Anti-trust, Online search market, Web services, Software, Pay-per-click, Click-through-rate, Enterprise services, Social networking, Mobile operating software, Motorola Mobility, Google, Facebook, Microsoft, Apple
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