Google-Inc.-Harvard-Business-Case

_______Professo“GoogleHermanEisenmaintendedCopyrigwriteHphotocoBENJAMTHOMAGoGoInthataSinceGoogdirectGoincomequivcompJanua65.6%(ExhibwasemarkeSinsearchCalenGoogGoogoffereMSN.strongincludWindGoog_______________orThomasR.EiseneInc.”804-141.Itn,GlobalResearchann.Thiscasewasdtoserveasendorght©2010PresidenHarvardBusinessScopied,orotherwiseMINEDELMANASR.EISENMANoogleInoogle’smissionJanuary2010addedcomprthefallof20lehadextendtlytoconsumoogle,basedimeof$5.5billvalentsof$8.7anycompleteary2010,givi%shareofallbit2outlinesevenlarger,eetsharesbycnceitsIPO,Gh.Theseinclundar,Googlele’spresencele’sstrategicedonGoogle.BookSearcgholdsofe-cdingemail,cadowsofferingledonext?_______________nmannandSmitawasreplacedby“hGroup,whichissdevelopedfromprsements,sourcesontandFellowsofHchoolPublishing,Breproduced,posteNNnc.nistoorganize0,Googlelaurehensivevoi008,Google’sdeditsrolewmers.WastherinMountainVionin2008.A7billion.(ExheditsIPOiningthecomplU.S.searchestrendsinseexceedinga9country.)GooglehadlaudedGmail,Checkout,aninonlinevidobjectives.Pe’shomepagch,Maps,anommercegiaalendaring,ans.Theseman_______________Bakshi,SebastienB“GoogleInc.”806-nowbeingreplacpublishedsources.ofprimarydata,orHarvardCollege.TBoston,MA02163,ed,ortransmitted,wtheworld’sinfunchedtheNeicerecognitioAndroidopewithNexusOreanylimittoView,CaliforAsofyear-endhibit1showsAugust2004panya$189besinNovemearchengine0%shareofsaunchedafluGoogleMapndmore.AcdeoanddisplProductslikege,movedthndCheckoutantslikeeBaynddocumentnyservicesan________________Briens,andShailen-105preparedbyPcedbythisversion.HBScasesaredeillustrationsofeffeToordercopiesor,orgoto’sasprnia,hadgrosd2008,thecoGooglefinan4at$85persbillionmarkember2009;Yamarketsharesearchquerieurryofprodups,GoogleBocquisitionsofayadvertisinGmailandFhecompanyttsuggestedyandAmazot-managemennddiverseco_______________ndraSingh(MBA2ProfessorThomasnpreparedbyProevelopedsolelyasectiveorineffectiverequestpermission—edependencemhadpowerdesignedthepirations?ssrevenuesoompanyhadncialsfrom19hare.Googleetvalue.Meaahoo.com,itse.)Outsidethesinnumerouuctsthatexpooks,GooglefYouTubeanng.TheseinitiFinance,alongtowardportathatGoogleon.Finally,Gntsystems,thompetitorsraiREV_______________2004)wrotetheorR.EisenmannandofessorsBenjaminthebasisforclassemanagement.ntoreproducematd.edu.ThispublicausinessSchool.ersallyaccessib—Google’s—aneleganttoeonkeyboarredvariousmephoneandof$21.2billion20,164emplo999–2008.)Fo’ssharepriceanwhile,GoosclosestrivalheUnitedStauscountries.pandeditsdoFinance,GoondDoubleCliativesfueledgwithpersonalslikeYahoowasenterinoogle’sad-sureatenedMicisedtheques9-910-V.FEBRUARY12________________riginalversionofthdSeniorResearcheEdelmanandThosdiscussion.Casesterials,call1-800-5ationmaynotbedbleanduseful.missionstateouch-screenprd-styletextemobilephoneplannedtonandanoperoyeesandcashundedin199eexceeded$6gle.comenjoyl,hadjust17ates,Google’s(Exhibit3reomainbeyondogleDocs,Gickhadexpadspeculationnalizationfeao!andMicrongthetradiupportedsoftcrosoft’sOfficstion:Whatsh-0362,2010______hiscase,erKerryomasR.sarenot545-7685,digitized,ementphoneentry.s.Butsellitratinghand99,the600inyeda7.5%.1sleadeportsdwebGoogleandedaboutaturesosoft’stionaltware,ceandhould910-036GoogleInc.2CompanyHistoryTheneedforsearchservicesgrewwiththeexpansionoftheWorldWideWeb.Oneoftheearliestsearchservices,Yahoo!,selectedandorganizedsitesintocategoriesbyhumaneditors.Asthewebgrew,directoryclassificationbecameinfeasible.AltaVistainventedtechnologythatautomatedsearch,relyingonsoftware“crawlers”thatcreatedasearchableindexofpagecontents,alongwithalgorithmsthatrankedpagerelevancebasedonkeywordfrequency.Yahoo!addedAltaVista’salgorithmicsearchengine,butin1998Yahoo!replacedAltaVistawithInktomi,whichusedparallel-processingtoofferfasterprocessingandalargerindex.Aswebsitedevelopersexploitedsearchalgorithmsbyrepeatingkeywordsontheirpages,searchesincreasinglyreturnedirrelevantlistings—“spam”—thatfrustratedusers.In1998,SergeyBrinandLarryPagetackledthisproblemasgraduatestudentsatStanford.TheirPageRankalgorithmfavoredpagesthatwerereferenced(“linkedto”)byotherpages.Theselinkssignaledthatanotherpage’sdesignerthoughtthefocalpagedeservedattention.Thefocalpage’simportancewasdeterminedbycountingitsinboundlinks,weightinglinksmoreheavilywhentheywerecastbypagesthatGooglehadpreviouslydeemedtobeimportant.InJune1999,BrinandPageannouncedfirst-roundfundingfortheirstart-up,Google,fromeliteventurecapitalfirmsSequoiaandKleinerPerkins.Ayearlater,Google’sindexof1billionwebpagessurpassedallrivals,andGooglereplacedInktomiasYahoo!’ssearchengine.Atthetime,Googlewasfocusedsolelyonalgorithmicsearch;throughDecember1999,Google’srevenuescamesolelyfromlicensingitssearchtechnologytoYahoo!andothersites.Meanwhile,Google.cominitiallycarriednoadvertisingand—eschewingthecomprehensivenessofsomeportals—offeredonlysearchresults,withoutcontentorcommunicationtools.Incontrast,manyportalsofferednumerousa