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Google’s Case
1. Discuss competition in the search industry. Which of the five competitive forces seem
strongest? weakest? What is your assessment of overall industry attractiveness?
2. How is the search industry changing? What forces seem most likely to bring about major
change to the industry within the next three to five years?
3. What are the key factors that define success in the industry? What are the key competencies,
capabilities, and resources of successful search engine companies?
4. Describe Google’s customer value proposition and profit formula linked to its business
model. What strategies has Google relied upon to build competitive advantage in the industry?

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