The case 'Google Inc. in 2014' describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic initiatives and the threats they pose to selected competitors. Asks what Google should do next.
To analyze the strategic significance of network effects in search-related advertising and for Google's prospects in the portal, e-commerce intermediary, and desktop operating system businesses. Also, to explore whether pursuit of the latter opportunities is consistent with Google's mission and culture.
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