Case 12 Google’s Strategy in 2010

Case 12 Google’s Strategy in 2010 - Case...

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Case 12: Google’s Strategy in 2010 Google's Strategy in 2010 Overview Google was the leading Internet search firm in 2010 with 60-plus percent market shares in both searches performed on computers and searches performed on mobile devices. Google’s business model allowed advertisers to bid on search terms that would describe their product or service on a cost-per-impression (CPI) or cost-per-click (CPC) basis. Google’s search-based ads were displayed near Google’s search results and generated advertising revenues of nearly $22.9 billion in 2009. The company also generated revenues of $761 in 2009 from licensing fees charged to businesses that wished to install Google’s search appliance on company intranets and from a variety of new ventures. New ventures were becoming a growing priority with Google management since the company dominated the market for search based ads and sought additional opportunities to sustain its extraordinary growth in revenues, earnings, and net cash provided by operations.
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This note was uploaded on 02/23/2012 for the course MGMT 6359 taught by Professor Wang during the Fall '11 term at University of Houston-Victoria.

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Case 12 Google’s Strategy in 2010 - Case...

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