| Case 13: Google’s Strategy in 2012 (page C-168), which students are required to read for Unit 5. Please select one of the following questions and respond according to the discussion participation guidelines. Your response must convey an understanding of the case as well as the ability to apply concepts covered in the assigned chapter readings. Discuss competition in the search industry. Which of the five competitive forces seem strongest? Weakest? What is your assessment of overall industry attractiveness? How is the search industry changing? What forces seem most likely to bring about major change to the industry within the next three to five years? What are the key factors that define success in the industry? What are the key competencies, capabilities, and resources of successful search engine companies? Describe Google’s customer value proposition and profit formula linked to its business model. What strategies has Google relied upon to build competitive advantage in the industry? What recommendations would you make to Google’s top-management team to sustain its competitive advantage in the search industry? How should it best capitalize on its strategic initiatives in mobile phones, cloud computing, emerging markets, and other ventures? |
