Case 5 Analysis – Google’s Country Experience: France, Germany, Japan

1977 Words Feb 8th, 2013 8 Pages
Background Summary
Founded on September 4, 1998 Google quickly revolutionized the search engine and the Internet alike. Within two years of starting operations Google had become the largest single search engine in the world and began to dominate the market. As the World Wide Web (web) grew in popularity and became more and more a part of everyone’s daily life, Google too grew in popularity “because it could provide simple, fast, and relevant search results” (Deresky, 2011). The differentiating factor was Google’s “PageRank technology which displays results…by looking for keywords inside web pages, but also gauging the importance of a search result based on the number and popularity of other sites that linked to the page” (Deresky,
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This caused the Google not only to have a bad reputation, but it also lost trust. The German and French government developed the Agency for Industrial Innovation (AII) to oversee the project a public-private consortium.
Along with Europe, the Asia-Pacific was another important region that Google decided to expand and build additional search services. Japan as well used Google to do more research on it and organized a study group consisting of about 20 Japanese electronics companies and universities. This group was specifically assigned to consider the merits of creating a search tool specifically for the Japanese users.
Issue 2 - Not taking the time to understand cultural differences, could diminish Google’s ability to service overseas markets. For as large a multi-billion dollar company Google has become their biggest mistake when going global was not to take the time to understand cultural differences between the U.S. and the countries they entered. Google’s ethnocentric approach demonstrated a lack of understanding and concern for cultural differences and in the end cost them a great deal of money as they lost several lawsuits. In addition to somewhat hindering their negotiation process, they also created an image of an insensitive corporate monster. In Google’s case, the ability to

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