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Case Code: BENV033
Case Length: 13 Pages 
Period: 2010-2016      
Pub Date: 2017
Teaching Note: Available
Organization : Google
Industry : Internet/software/hardware
Countries : China
Themes: Market entry  
Case Studies  
Business Strategy
Human Resource Management
IT and Systems
Leadership & Entrepreneurship

Google in China-The Reentry Dilemma

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Google was founded by Larry Page (Page) and Sergey Brin (Brin), who were students at Stanford University. Google opened its first office in Menlo Park, California, in September 1998. By June 2000, the company had an index of one billion pages, which made it the largest search engine in the world. It earned revenue through clients who were using the company’s search technology and through a keyword targeted advertising program. Google also introduced a self-service advertisement program called AdWords.

Over the years, Google introduced several products that included desktop search, Google Scholar, iGoogle, Mobile websearch, Google Earth, Google Talk, Google Calendar, Google Trends, Picasa web albums, AdSense for mobiles, Google Suggest, Google Finance, Google Maps, the Chrome browser, Google Latitude, Google TV, Place Search, Google +, Google Shopping, and Google Wallet. Many of these were the result of acquisitions that Google had made. For example, Google Maps was the result of the acquisition of companies like ZipDash, Keyhole, and Where2. Another acquisition was that of Android Inc. that made software for mobile phones. Google acquired it in 2005. In 2007, Google announced the Open Handset Alliance to promote Android as an operating system for smartphones. Eighty-four companies were a part of the alliance and they agreed to use Android as flagship software. Android was open and customizable software that was offered free by Google, where any program could be removed and replaced with a better program or software from another user. ...
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