Google Case Study

746 Words Jan 28th, 2012 3 Pages
Case 5: Google’s Country Experiences: France, Germany, Japan

1. How does a search engine work and make money? What is the exportability of a search engine’s technology and business model?
Google, the world’s largest search engine provides simple, fast and relevant search results by using PageRank technology that displays results by detecting the keywords inside web pages and determining the importance of a search result based on the number and popularity of other sites that linked to the page. Google Search provides at least 22 special features beyond the original word-search capability. The special features include synonyms, weather forecasts, time zones, stock quotes, maps, earthquake data, movie show times, airports, home
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Many governments appeared threatened by Google because USA brings different cultures when it came into foreign countries and those foreign governments got scared of being dominated by a larger corporation. For another reason, the government saw that the sponsored links are portrayed as trademark counterfeiting. So many French companies and advertisers sued Google and the French courts ruled mostly in favor of copyright holders. Also Louis Vuitton, French luxury goods maker filed a law suit for trademark infringement stating that hang bag producers could pay to ensure that their ads would pop up when someone googled for Louis Vuitton. . In Germany they sued Google for using “Gmail” because it was registered as a trademark so they lost that case and had to change the name to Google Mail, and spent $167 million on “Theseus” to top Google. German government felt threatened by losing the technological edge in both long run and short run.
Japan also sued Google for censorship and the government wanted to have their own search engine that would obtain back some of the domestic market share and advertising revenue that large search firms were getting.

3. Is that Threat from the government-sponsored search engines, real or imagined? What can Google do to secure its dominance in those countries? What can Google learn from those experiences to guide its entry strategy for other countries?
I think government-sponsored search engines are

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