Baidu: China's Leading Search Engine

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Case Details:

Case Code : BSTR293
Case Length : 19 Pages
Period : 2002-2008
Pub Date : 2008
Teaching Note :Not Available
Organization :, Inc.
Industry : Internet Software
Countries : China

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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.

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Excerpts Contd...

Key Products and Services

At Baidu, fifty percent of the products were developed as part of a Research and Development (R&D) strategy with the aim of generating revenue through sales of ads by placing them in the search results. The remaining were developed based on users'requests and the trends in the market. All of Baidu's products were search related and were categorized into web search - that included web pages, advanced search, snapshots, translation, spell checker, stock quotes; Baidu News - which provided local, national, and international news by displaying links to related headlines; Baidu Image Search - which enabled users to search for images on the Internet;...

Business Strategy | Case Study in Management, Operations, Strategies, Business Strategy, Case Studies


As China's Internet market grew rapidly, there were plenty of opportunities for growth. The Chinese paid search market grew to US$690 million in 2007. Piper Jaffray forecast that the markets would pass US$1 billion by 2010...

Looking Ahead

The majority of web surfers in China preferred Baidu as their primary search engine as it offered a variety of features and a more stable connection than its competitors. Analysts felt that Baidu's rise in China was mainly due to the fact that it obeyed the local laws and was in the government's good books. It was only when the government blocked access to Google that Baidu had registered a sudden increase in the number of users and moved up in the rankings, they pointed out...


Exhibit I: Market Shares in Chinese Search Engine Market*
Exhibit II: Baidu: Main Investors
Exhibit III: Internet in China: Key Regulations
Exhibit IV: Baidu's Stock Price Chart
Exhibit V: Baidu's Consolidated Financial Statements
Exhibit VI: Products/Services of Baidu

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