In 2008, executives at Microsoft have to decide how to compete against Google in the market for Internet search and advertising. The case describes how Microsoft has responded to a number of competitive threats in the past, as Google has gained a dominant position in online search and advertising, and what Microsoft has done so far in his as yet unsuccessful attempt to catch up with Google. The case is then calls on students to develop a strategy that, in order to achieve their goals, Microsoft construct … Read more »

In 2008, executives at Microsoft have to decide how to compete against Google in the market for Internet search and advertising. The case describes how Microsoft has responded to a number of competitive threats in the past, as Google has gained a dominant position in online search and advertising, and what Microsoft has done so far in his as yet unsuccessful attempt to catch up with Google. The case is then calls on students to develop a strategy that, in order to the evolving market for search and advertising to reach their goals, Microsoft will construct.
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from
Jan W. Rivkin,
Eric J. Van Den Steen
Source: HBS Premier Case Collection
18 pages.
Release Date: 15, January 2009. Prod #: 709 461 PDF-ENG
Microsoft Search HBR case solution