CASE STUDY GOOGLE¶S COUNTRY EXPERIENCES: FRANCE, GERMANY, JAPAN.

1. Internet search engines are special sites on the Web that are designed to help people find information stored on other sites. There are differences in the ways various search engines work, but they all perform three basic tasks, one they search the Internet -- or select pieces of the Internet -- based on important words. Second they keep an index of the words where they find them. Third they allow users to look for words or combinations of words found in that index. Google's bases its revenue on advertising; therefore it needs more places to show ads to increase revenue. Its business model of Ad Words for advertising allow Google to place ads on Web properties it doesn¶t own expanding the company¶s reach. Google has consistently acquired properties to serve as venues for its ads, like Blogger and YouTube. They pioneered new product offerings that attracted audiences for its ads, such as Gmail. They offer many unique products and services to many different kinds of customers which allow them to gain a competitive advantage. The company¶s search tools let users search through huge amounts of information that is organized and based on relevance. They have search tools for pictures, videos, and specific types of websites like blogs. It also has numerous other products in lots of other areas of computer applications. Consumers use the free products that are financed by advertising and licensing. Google has changed the world of advertising in its attempts to connect consumers to information. Part of Google's success is due to its technology and its online advertising model. The web pages can be accessed based on search interest instead of how many times a term occurs on a webpage. The new search index is constantly updated to give the best search results possible. Since Google¶s search engine criteria are kept secret and it is difficult to imitate intangible products they have maintained their competitive advantage. Google¶s AdWords is another product that supports Google¶s internet-search-driven advertising. It is for advertisers who want to reach a qualified audience as efficiently as possible. What differentiates this product from the competition is that it is easy to create ad text and manage online advertising accounts without a large upfront payment. 2. Google¶s revenues have risen steadily from 2001 to 2008 with the revenue differential swinging towards international income in 2008. But the nature of Google¶s services has caused Google to have to defend itself against copyright infringement lawsuits. These were fueled by fear of U.S. dominance over the censor its search results according to government regulations. In Germany and France they removed links to pro-Nazi and anti-Semitic sites along with other controversial sites. Companies were also seeking control over their brand names and trademarked goods in paid terms. Below are the some threats which Google has to face from different countries: FRANCE:

The ministry. Google Japan. such as banks and insurance companies. They also stated they didn¶t think the only key access to their culture should be one of an automatic ranking system by popularity. The government had fears that the country¶s manufacturers were falling behind in innovation. power to set a global agenda. The search. If that individual has a Google account. The world¶s most popular website statistical analysis system could be illegal in Germany. health. A German nationalist insisted Google had infringed on his trademarked registration of the name Gmail. the government has recently dangled some new carrots and sticks.´ The government was ready to spend $855 million in creating their own search engine for their people. Google would be able to track an individual¶s movements throughout the web and collate information from websites that hold personal data. Google could create profiles that include information about a person¶s interests. It threatened the company with an antitrust investigation. but the company is secretive about how data is collated. career. processed and used.´ GERMANY: In Germany.S. potentially. To try to secure the company¶s contribution. They did say there would be cooperation like workgroups with project but the collaboration with the French was over. wealth. In January 2007 they pulled out to set up their own program named Thesues. JAPAN A key ministry official stated ³The key to Japan¶s competitiveness has been our core technology but we need to create a new value added service that was personalized. The success of Google Analytics causes concern for German privacy protection officials. First. The EU gave Germany permission to spend ¼120 million ($167 million) on Thesues. Under the new government. the company could match a profile against a known user. Google quit using the term Gmail and began googlemail. the Germans didn¶t officially sanction Quaero. Google¶s email was brought to the attention of the courts. trade and industry organize a study group consisting of 20 Japanese electronic companies and universities. Google could move information to countries where such laws are non-existent. political and sexual preferences. yahoo Japan and others. Then it proposed a partnership with Google to accelerate the development of a viable French digital library. The German authorities are also concerned data is moved away from the country and stored on US servers. engine technology was developed to compete with search engine companies like AJ Japan.When Google announced plans to digitize books and documents it was felt that instead of democratizing knowledge the process would strengthen U. 22 partner organizations that were to participate in the research were to also chip in ¼90 million. Privacy protection laws are different in the US and. Conceivably. In response in March 2005 the French decided to start their own digitization project. He won. There¶s no evidence Google is profiling users in this way. What they had not decided was if they should build their own search engine or enter into an agreement with Google. lifestyle. Government wanted a Japan centric search engine that would wrest back some of domestic market share & advertising . They believed European ranking should reflect a European vision of culture and history. In 2006 Angela Merkel became chancellor of Germany. Government officials responsible for national data protection are attempting to ban Analytics on the grounds that it breaches privacy laws.

It tried to bolster its presence in Japan considering partnering with Japan¶s largest mobile carrier.Sponsorship search engines in countries like Japan. Google could continue their current policies on censorship but the strict censorship of information in other countries has also been an issue recently so it could be more profitable for them to agree to censor. . Google need to understand the cultural differences in all the countries where it is planning to expand its business. because they don¶t wanted to create competition in domestic market. Google should continue international operations in their current vein because although it can be expensive to defend lawsuits and blaze new trails ultimately Google is one of the largest and most profitable technology firms around. In 2007 it opened a R&D center in Poland. France and Germany were real. dominance in information systems. They could also discontinue expanding into markets where censorship is the governmental policy. Google have to re-think its entry level strategy in any countries.revenue that large firm were enjoying. Google¶s market share in 2007 had reached 85. In French and German markets it had reached 88. As discussed in class if the company have to open a business in any countries then they have to make sure they have a good knowledge of its culture and political rules. Google focused on R&D in Europe.8%.S. 3 The government. The company could increase the competition to local search engines. All the countries targeted search not only because it was crucial but because they were worried about U. Google could make agreements with the respective governments. So by not allowing Google to be a monopoly in the business.5% while the government search engines had not been launched yet. The international market is important but the cultural differences are an issue.

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