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  • January 2009
  • Case
  • HBS Case Collection

Microsoft's Search

By: Jan W. Rivkin and Eric J. Van den Steen
  • Format:Print
  • | Pages:18
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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.
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About The Authors

Jan W. Rivkin

Strategy
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Eric J. Van den Steen

Strategy
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More from the Authors
  • Building Cities' Collaborative Muscle By: Jorrit De Jong, Amy C. Edmondson, Mark Moore, Hannah Riley-Bowles, Jan Rivkin, Eva Flavia Martínez Orbegozo and Santiago Pulido-Gomez
  • Strategy as Core Guidance By: Eric Van den Steen
  • How Do CEOs Make Strategy? By: Mu-Jeung Yang, Michael Christensen, Nicholas Bloom, Raffaella Sadun and Jan Rivkin
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