Google Case Study

Google’s Country Experiences: France, Germany, Japan (Case Study)

1. How does a search engine work and make money? What is the exportability of a search engine’s technology and business model?

Firstly a search engine needs to provide simple, fast and relevant search results, and by doing that it will certainly attract a lot of people. This cannot be done in one day, a search engine like Google also needed some time to do this. Over the years Google perfected its technology to display results that were more accurate and relevant for the users. A search engine can make money by advertising on it’s website and selling its technology to other sites. It can sell keywords to companies for advertising purposes. By 2007, Google exported it’s technology to nearly 160 local domains and upto 120 languages which helped them to advertise globally. In the year 2000, they introduced premium sponsorships through its first advertising program and this offered advertisers the ability to place text-based ads. After that Google released Adwords that allowed advertisers to place targeted text based ads on Google sites. Here the advertisers paid on a cost per click basis.

2. Why did many governments appear threatened by Google? How did they counter this threat? Discuss each country separately

Many governments appeared threatened by Google because of their technological changes. They were improving day by day and becoming more efficient and their strategy was to expand its reach into new international markets. By the year 2000, Google users could search for contents in 10 different languages. Many European and Asian countries are combating Google a few different ways to ensure that their culture is not diluted by American society. This is why certain countries wanted to create local search engines within the country funded by the local government which controls the search engines as it sees necessary. As Europe was a surging market for internet advertising and...