Baidu: China's Leading Search Engine

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : BSTR293 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra


Innovation | Growth Strategy | Emerging Markets
Case Length : 19 Pages
Period : 2002-2008
Pub Date : 2008
Teaching Note : Not Available
Organization :, Inc.
Industry : Internet and E-Commerce
Countries : China

Abstract:, Inc. (Baidu) referred to as 'Chinese Google'is the leading Chinese language search engine, with a market share of 60.1% in China as of 2007. It was founded by Robin Li and Eric Xu in 2000 with the aim of offering Internet search solutions in Chinese.

The majority of web surfers in China preferred Baidu as their primary search engine as it offered them a variety of features such as an MP3 search service, instant messaging, and online games. Baidu's investments in technology along with its focus on local content helped it in maintaining its lead in the fast growing search engine market in China. Its biggest rival was Google China, the second biggest search engine in China.

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It posed a great threat to Baidu with its technology and experience. The case discusses the rise of Baidu in China and examines in detail the reasons for its success. It concludes with a note on its competitors and the challenges Baidu faces in China.


Analyze the fast growing Internet market in China and understand the reasons for Baidu's success in the market.

Analyze Baidu's launch and growth strategy in China and how it attained market leadership.

Identify the future challenges faced by Baidu in China


  Page No.
China's Google? 1
Background Note 3
Google's Loss is Baidu's Gain 4
Secret of Success 5
Key Products and Services 6
Partnerships 8
Looking Ahead 9
Exhibits 11


Growth strategy, Competition, Market entry, Market leader, pricing, customer-centric strategy, e-commerce, Internet search market, search engine, Baidu, Google, China

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