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분야
doc2. Issues
3. Google: building an internet empire
4. Business Environment: Search Engine Industry
5. Google’s Competitive Advantage
6. Global Strategy of Google
7. Global Environment
8. Google Entering Korea
9. Implications & Suggestions: Google has to…
The verb ‘google’ has made its way into the sentences and conversations of everyone logging onto the Web in North America. By definition, the verb simply refers to ‘to search for something on the Web-based search engine.’ Google is making a new history in an industry, where innumerable firms emerged, soared, and crashed. The market value of Google reaches around 120 million dollars, with market share of staggering 52%. Google draws attention not only for its unparalleled search technology, but also for its aggressive strategies and innovative human resource management. Magazines are eagerly writing cover stories on the success of this company, and numerous books are being published, educating managers on how they can ‘learn from Google.’ The primary reason for selecting Google as a theme of this research was to identify what makes this company so uniquely competitive. However, the second reason for choosing this topic was to find out why Google is struggling in the Korean market. Currently, Google is outperformed by domestic search portals in Korea, and is planning to launch a full-scale campaign to expand its shares in Korea. This study aims at identifying the key factors for Google’s current failure in Korea, as well as suggesting its strategies in entering the Korean market.
