First Prize in the 2013 AESE Case Writing Competition organized by AESE Business School, Portugal

Corporate Entrepreneurship and Innovation at Google, Inc.

Corporate Entrepreneurship and Innovation at Google, Inc.
Case Code: LDEN089
Case Length: 20 Pages
Period: 2003 - 2013
Pub Date: 2014
Teaching Note: Available
Price: Rs.500
Organization : Google, Inc.
Industry : Information Technology
Countries : Europe; US; Global
Themes: Corporate Entrepreneurship, Innovation Management, Innovation Strategy, Innovation culture
Corporate Entrepreneurship and Innovation at Google, Inc.
Abstract Case Intro 1 Case Intro 2 Excerpts

Background Note

Google’s roots lay in a research project on search engines taken up by two PhD students at Stanford University, Larry Page (Page) and Sergey Brin (Brin) in 1996. Google pioneered a new technology called ‘PageRank’, which determined the importance of the website by the number of other pages linked to it and their importance that linked back to the original site. This new technology was a shift from the earlier method followed by other search engines which ranked the results by the number of times the search terms appeared on the page.

The search engine was initially called ‘BackRub’ as it determined a website’s relevance by checking its back links. The name was finally changed to Google, based on the word ‘Googol’ – the number one followed by a hundred zeroes.

Google’s primary domain ‘’ was registered in September 1997 and the company was incorporated in September 1998 in a friend’s garage in California, USA. In 1999, Google moved its headquarters to Palo Alto, California, home to several other technology companies. Google’s mission was “to organize the world’s information and make it universally accessible and useful.” In addition to its mission, the company wrote “10 things” in Google’s initial years and the founders made it a point to revisit these from time to time to see if they still held true (See Exhibit III for the ’10 things’).

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