Inside the Googleplex
Inside the Googleplex
The Economist, 1-7 September 2007, Vol. 384 No. 8544, Start page: 52, No. of pages: 3
Purpose – explores the secret of Google’s success. Design/methodology/approach – draws attention to the privacy concerns being expressed over Google’s access to massive amounts of individual data;quotes privacy experts. Describes how a growing number of book and newspaper publishers, media companies and businesses, which depend on Google’s search engines, are feeling threatened by Google’s growing power and refers to a number of the criticisms that are being levelled against the company. Identifies the secret of Google’s success and looks at how they have managed to retain their top position in the field of text ads. Reports on how their performance compares with that of their closes rivals; outlines Google’s expansion into other areas; records how it is planning to buy DoubleClick (online advertising)and to broker ads on traditional radio stations, television channels and in newspapers. Puts forward how Google’s infrastructure allows the company to launch any new service at negligible cost or risk; provides examples of recent developments; highlights how Google employee numbers have been rising rapidly;looks at the ensuing human resource challenges and the dangers that may be lurking.Originality/value – examines why some are worried about Google’s growing power.ISSN: 0013-0613Reference: 36AZ085
Keywords: Communications technology, Corporate strategy, Internet marketing, Search engines
