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Case HBS Case Collection January 2009 Microsoft's Search |
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;
Rivkin, Jan W., and Eric J. Van den Steen. "Microsoft's Search." Harvard Business School Case 709-461, January 2009.
