Abstract
In 2008, executives at Microsoft must decide how to compete against Google in the market for Internet search and advertising. The case describes how Microsoft has responded to a set of competitive threats in the past, how Google has gained a dominant position in Internet search and advertising, and what Microsoft has done so far in its as-yet-unsuccessful effort to catch up with Google. The case then challenges students to construct a strategy that will allow Microsoft to achieve its objectives in the evolving market for search and advertising.
Keywords: Online Advertising;
Competitive Strategy;
Internet;
Search Technology;
United States;
Citation:
Rivkin, Jan W., and Eric J. Van den Steen. "Microsoft's Search." Harvard Business School Case 709-461, January 2009.