Microsoft considers alternatives to expand its presence in the online advertising, primarily text-based pay-per-click advertising. Google dominates, and it is unclear how Microsoft can grow, despite significant technical and financial resources. Microsoft has a number of alternatives. Respectively with clear advantages, but also great challenges

Microsoft considers alternatives to expand its presence in the online advertising, primarily text-based pay-per-click advertising. Google dominates, and it is unclear how Microsoft can grow, despite significant technical and financial resources. Microsoft has a number of alternatives. Respectively with clear advantages, but also great challenges
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from
Peter A. Coles,
Benjamin Edelman
Source: Harvard Business School
16 pages.
Release Date: 29 January 2008. Prod #: 908 049 PDF-ENG
Microsoft adCenter HBR case solution

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