Google Case Study
MarketLine Case Study
Google Inc.
The world’s leading Internet search engine
Reference Code: ML00001-091 Publication Date: March 2012
WWW.MARKETLINE.COM
MARKETLINE. THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED
GOOGLE INC. CASE STUDY ML00001-091 © MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED
MLCS2011-000/Published 03/2012 Page | 1
OVERVIEW
Catalyst
Google Inc. was founded in 1998 by Larry Page and Sergey Brin. By 2000 it had become the world 's largest search engine. This case study will examine the rise of the Google search engine, how it differs from its competitors, and possible threats it may face going forward.
Summary
Internet search engines have not been in existence for very long. As the Internet grew in the early 1990s, search engines began to emerge in an attempt to index Internet web pages. The early search engines were essentially a database of filenames. Yahoo! was created in 1994, becoming incorporated in March 1995. Yahoo! was different from other search engines in that it provided a description of the page along with the URL. Furthermore, search results were ordered in a hierarchy. Yahoo! became popular very quickly, attracting a number of investors. In 1996, Larry Page and Sergey Brin started work on a search program called BackRub. As the BackRub search engine became increasingly popular, Page and Brin renamed it Google. Google filed for incorporation in California, becoming Google Inc. in September 1998. Google rapidly rose to prominence, quickly overtaking Yahoo! as the leading search engine. Google uses a process called PageRank to keep track of the relevancy of a page. This innovation led to Google achieving better results for search queries than any other search engine. Google’s obvious lead in terms of accuracy of search results, and the difficulty that its rivals faced in trying to compete, led to some of the most popular search engines switching from their
Google Inc.
The world’s leading Internet search engine
Reference Code: ML00001-091 Publication Date: March 2012
WWW.MARKETLINE.COM
MARKETLINE. THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED
GOOGLE INC. CASE STUDY ML00001-091 © MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED
MLCS2011-000/Published 03/2012 Page | 1
OVERVIEW
Catalyst
Google Inc. was founded in 1998 by Larry Page and Sergey Brin. By 2000 it had become the world 's largest search engine. This case study will examine the rise of the Google search engine, how it differs from its competitors, and possible threats it may face going forward.
Summary
Internet search engines have not been in existence for very long. As the Internet grew in the early 1990s, search engines began to emerge in an attempt to index Internet web pages. The early search engines were essentially a database of filenames. Yahoo! was created in 1994, becoming incorporated in March 1995. Yahoo! was different from other search engines in that it provided a description of the page along with the URL. Furthermore, search results were ordered in a hierarchy. Yahoo! became popular very quickly, attracting a number of investors. In 1996, Larry Page and Sergey Brin started work on a search program called BackRub. As the BackRub search engine became increasingly popular, Page and Brin renamed it Google. Google filed for incorporation in California, becoming Google Inc. in September 1998. Google rapidly rose to prominence, quickly overtaking Yahoo! as the leading search engine. Google uses a process called PageRank to keep track of the relevancy of a page. This innovation led to Google achieving better results for search queries than any other search engine. Google’s obvious lead in terms of accuracy of search results, and the difficulty that its rivals faced in trying to compete, led to some of the most popular search engines switching from their