Solved Case Analysis: Google, King of Search by Paul W. Farris, Martha Gray

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Description

This survey of Google’s rise to prominence as the de facto search engine of choice focuses on the theme of relevance as a guiding principle. As Google has diversified its offering through both organic growth and acquisition, the potential manifestations of relevance have multiplied, to the point where the nature of its market may need to be reassessed.

Publishing Authority:

Darden Business Publishing – University of Virginia

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