Business Case Studies & Business Publications

Google, King of Search

Farris, Paul W., G...

Case

Google, King of Search

Farris, Paul W.; Gray, Martha

M-0818 | Published August 11, 2011 | 7 pages Case

Collection: Darden School of Business

Product Details

This survey of Google's rise to prominence as the de facto search engine of choice focuses on the theme of relevance as a guiding principle. As Google has diversified its offering through both organic growth and acquisition, the potential manifestations of relevance have multiplied, to the point where the nature of its market may need to be reassessed.