Assessment: Google's Business Strategies and Competitive Advantages

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Assessment of Google's Business Strategies and Competitive Advantages Introduction The generic strategies that service businesses rely on have significant implications on how effective they are in setting accurate expectations while also consistently delivering an excellent customer experience. The essence of any highly effective, differentiated service strategy is the ability to set and exceed customer expectations with exceptional experiences that take into account the most nuances to significant aspects of the customer's needs (O'Farrell, Hitchens, Moffat, 1992). Google has created and continues to deliver exceptional customer experiences globally using a differentiation strategy that combines their broad market scope and uniqueness and competency (Lee, Kim, Noh, Lee, 2010). Google also has chosen to pursue a cost leadership position in the areas of low cost competency and broad market scope in their broader consumer and business applications including Google Drive, Google Calendar, G-Mail and many applications in entertainment incouding Media, Books, YouTube, which is today a $1B+ business, and Google Play (Paxson, Melmane, 2009). Google continues to rely on the Rule of 20% to nurture innovation internally by giving its engineers one day a week to work on projects. The products produced as a result of the Rule of 20% today generate over 50% of all revenues for Google (Cho, 2009). The ability to deliver exceptional levels of innovation have given the company the

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