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“Don’tGetCaughtBeingEvil?”WelcometoGoogle•1.Introduction-introducewhatisgoogle•2.History-tellyouaboutthehistory•3.Strategy-thewaytodevelop•4.Culture-thecompanyculture•Part1:GoogleInc.-isanAmericanmultinationalpubliccorporationinvestedinInternetsearch,cloudcomputing,andadvertisingtechnologies.GooglehostsanddevelopsanumberofInternet-basedservicesandproducts,andgeneratesprofitprimarilyfromadvertisingthroughitsAdWordsprogram.-ThecompanywasfoundedbyLarryPageandSergeyBrin,oftendubbedtheGoogleGuys,whilethetwowereattendingStanfordUniversityasPhDcandidates.-ItwasfirstincorporatedasaprivatelyheldcompanyonSeptember4,1998,anditsinitialpublicofferingfollowedonAugust19,2004.AtthattimeLarryPage,SergeyBrin,andEricSchmidtagreedtoworktogetheratGooglefortwentyyears,untiltheyear2024.-Thecompany'smissionstatementfromtheoutsetwastoorganizetheworld'sinformationandmakeituniversallyaccessibleanduseful,andthecompany'sunofficialslogan–coinedbyGoogleengineerPaulBuchheit–isDon'tbeevil.In2006,thecompanymovedtoitscurrentheadquartersinMountainView,California.•Googlerunsoveronemillionserversindatacentersaroundtheworld,andprocessesoveronebillionsearchrequestsandabouttwenty-fourpetabytesofuser-generateddataeveryday.Google'srapidgrowthsinceitsincorporationhastriggeredachainofproducts,acquisitions,andpartnershipsbeyondthecompany'scorewebsearchengine.•Thecompanyoffersonlineproductivitysoftware,suchasitsGmailemailservice,andsocialnetworkingtools,includingOrkutand,morerecently,GoogleBuzz.Google'sproductsextendtothedesktopaswell,withapplicationssuchasthewebbrowserGoogleChrome,thePicasaphotoorganizationandeditingsoftware,andtheGoogleTalkinstantmessagingapplication.•Notably,GoogleleadsthedevelopmentoftheAndroidmobileoperatingsystem,usedonanumberofphonessuchastheNexusOneandMotorolaDroid,aswellasGoogleChromeOS,whichisstillunderheavydevelopmentbutisbestknownasthemainoperatingsystemontheCr-48.AlexaliststhemainU.S.-focusedgoogle.comsiteastheInternet'smostvisitedwebsite,andnumerousinternationalGooglesites(google.co.in,google.co.uketc.)areinthetophundred,asareseveralotherGoogle-ownedsitessuchasYouTube,Blogger,andOrkut.GooglealsoranksnumberoneintheBrandZbrandequitydatabase.ThedominantmarketpositionofGoogle'sserviceshasledtocriticismofthecompanyoverissuesincludingprivacy,copyright,andcensorshipbackPart2：TheHistoryofGoogleGooglebeganinJanuary1996asaresearchprojectbyLarryPageandSergeyBrinwhentheywerebothPhDstudentsatStanfordUniversityinCalifornia.•Whileconventionalsearchenginesrankedresultsbycountinghowmanytimesthesearchtermsappearedonthepage,thetwotheorizedaboutabettersystemthatanalyzedtherelationshipsbetweenwebsites.TheycalledthisnewtechnologyPageRank,whereawebsite'srelevancewasdeterminedbythenumberofpages,andtheimportanceofthosepages,thatlinkedbacktotheoriginalsite.•AsmallsearchenginecalledRankDexfromIDDInformationServicesdesignedbyRobinLiwas,since1996,alreadyexploringasimilarstrategyforsite-scoringandpageranking.ThetechnologyinRankDexwouldbepatentedandusedlaterwhenLifoundedBaiduinChina.•PageandBrinoriginallynicknamedtheirnewsearchengineBackRub,becausethesystemcheckedbacklinkstoestimatetheimportanceofasite.•Eventually,theychangedthenametoGoogle,originatingfromamisspellingofthewordgoogle,thenumberonefollowedbyonehundredzeros,whichwaspickedtosignifythatthesearchenginewantstoprovidelargequantitiesofinformationforpeople.Originally,GoogleranundertheStanfordUniversitywebsite,withthedomaingoogle.stanford.edu.•ThedomainnameforGooglewasregisteredonSeptember15,1997,andthecompanywasincorporatedonSeptember4,1998.Itwasbasedinafriend's(SusanWojcicki)garageinMenloPark,California.CraigSilverstein,afellowPhDstudentatStanford,washiredasthefirstemployee.backPart3：Googlestrategy•Part(1).Googlehowtodefeatapple•Part(2).Googleglobalmarketshare•Part(3).TheMarketingpoliciesofGoogle•GooglebeyondappletenwaysGoogletraditionallyselectedvocabularyopenhasbeenreplacedbychoice.GoogleexecutivesmikecaratAaroninspeechsaid:ifletmewithavocabularytodescribeAndroid'ssuccess,thatis'choice'.Userslike'choice'.Obviously,appleoffersonlytwochoices-iPhone3GSandiPhone4.•Googleinordertocompetewithapple,takeavarietyofmeasures,includingpromotingAndroiddevices,willAndroidplatformintroducingTV,expandthePCmarket,musicandvideorentalservicelaunchedfromsoftwareandhardware,simultaneouslytolaunchanoffensiveinapple.Googleglobalmarketshareadvantagesdon'treducebaidufinishingthird•themarketshareoftheBinginAmericainNovember,nearly10%ofglobalmarketshareonlydepressing,fourth3.26%.•ThethirdisChinesesearchenginebaiduaccountedfor.3.28%•YahoointheAmericanmarketsharehasfallentoabout18%inNovember,theglobalmarketsharefor6.22%,second.•Googleinglobalmarketshare,playsadominantroleinNovemberthanwhen84.91%accountedfor.Googlerevealedobvioussuccesssecret10bigslayproducts•Apparently,thesearchisGooglemadegreatsuccessinscienceandtechnology,oneofthemainreasonsforthecompany'ssearchproductisthemostpopularWebservicesworldwide.Ofthecurrentmarketsituationperspective,therivalofGoogle,MicrosoftBing,thechanceofovertakingitssearchbusinessseemtobeim