Google is practical, not evil

Article Type: Abstracts From: Strategic Direction, Volume 25, Issue 9

Walmsley A. Marketing (UK), 18 March 2009, Start page: 13, No. of pages: 1

Purpose – Argues that Google’s behaviour is based on sound business practice, not sinister motives. Design/methodology/approach –Outlines the moves that have upset UK marketers. Findings – Marketers are starting to worry about the power of the search giant as its share of advertising grows but Google is simply guilty of having a clear view of its own interests and pursuing this vision single-mindedly, concerned with what people think of it only insofar as this might affect the achievement of its goals. However, concedes that Google manipulates the market – through its previous minimum-bid system, the algorithm and its periodic reviews of its commercial terms. Concludes that although Google exercises market dominance, its behaviour is not evil, simply pragmatic. Originality/value – Asserts that Google is doing what needs to be done to maximize the return to shareholders.Article type: Viewpoint ISSN: 0025-3650 Reference: 38AJ347

Keywords: Google, Marketing, Search engines, Strategy