International Journal of Advanced Research in Management and Social Sciences
Year : 2014, Volume : 3, Issue : 2
First page : ( 62) Last page : ( 81)
Online ISSN : 2278-6236.

Google Inc.: Not just a search engine, but an engine of strategic product diversification and excellence in corporate strategy

Dr. George Shaju

Assistant Professor, Department of Management & Marketing, College of Business Administration, University of Bahrain, Kingdom of Bahrain

Online published on 7 June, 2014.

Abstract

A company is often known by the products and services it offers. However the product portfolio is often the result of well carved out strategies. Strategies of the company are very crucial for the long term growth of a company and also to remain competitive over a long period of time. It is a direction chosen by the company with a long-term aim to enhance its competitive position and profitability of the company. A good strategy not only helps the company to achieve its goals but also leads organizations to sustainable competitive advantage. The product portfolio of a company plays an important role in the success of an organization. The study incorporates a rigorous and systematic effort to uncover the strategies and its impact on the company's performance by analyzing case studies of Google Inc. and the annual report of the company. The study incorporates the Business Model, Strategic focus and Competitive advantage of Google Inc. This study aims to identify Google's product portfolio and also investigate the main factors and forces behind Google Inc.’s sustainable competitive advantage. The findings of the study indicate that the diversified product portfolio and excellent corporate strategies of Google are primarily responsible for its success as a global IT company. It is also interesting to find, how a number of products and services collectively make Google the most preferred search engine. The study also identifies Google's main competitors and highlights competitive advantage of Google Inc.

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Keywords

Strategy, Sustainable Competitive Advantage, Product Portfolio, Strategic Diversification.

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