| HBS Case Collection
By 2013, Google, while not a traditional manufacturer of automobiles, had invested millions of dollars in its self-driving cars which had logged over 500,000 miles of testing. The Google management team faced several questions. Should Google continue to invest in the technology behind self-driving cars? How could Google's core software-based and search business benefit from self-driving car technology? As large auto manufacturers began to invest in automotive technology themselves, could Google compete? Was this investment of time and resources worth it for Google?
Keywords: Digital Services;
Market Entry and Exit;
Lakhani, Karim R., James Weber, and Christine Snively. "Google Car." Harvard Business School Case 614-022, January 2014.