Google and the Online Search Industry in 2005

Published 09 Jan 2005
Reference 5315
Topic Strategy
Region North America
Summary

The case chronicles the development of the online search industry from the mid-nineties till 2005, the rise to dominance of Google and their strategic issues in 2005. The case starts with the announcement of the entry of Microsoft into this market, is followed by the history of search on the Internet; the business models of the major search players, Google and Yahoo; an overview of the competitive landscape (primarily Yahoo, Microsoft and Google); and an exploration of the key strategic issues for Google and the industry in 2005.

Teaching objectives

The case allows a discussion of: - The speed of industry development and the dynamics on the Internet. - The sustainability of time based advantages: first vs. late mover. - The importance of complementary resources as a basis for competitive advantage. - Value creation models.

Keywords
  • AR2005
  • AR0506
  • RD0905
  • CRITICAL MASS
  • FIRST MOVER ADVANTAGE
  • WINNER-TAKE-ALL COMPETITION
  • COMPETITIVE ADVANTAGE
  • ENTREPRENEUSHIP
  • ON-LINE