Microsoft’s Search Case Solution & Answer

This Case is about COMPETITION, COMPETITIVE STRATEGY, ECONOMICS, INTERNET, IT, MARKETING

PUBLICATION DATE: January 15, 2009 PRODUCT #: 709461-PDF-ENG

In year 2008, executives at Microsoft must determine the best way to compete in the marketplace for Internet search and marketing against Google. The case describes how Microsoft has reacted to a set of threats that are competitive in the past Google has acquired a dominant position in Internet search and marketing; and what Microsoft has done up to now in its as yet-unsuccessful attempt to catch up with Google. The case challenges students to develop a strategy that can enable Microsoft to attain its goals in the evolving marketplace for marketing and search.

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