Google growth
Growth through Internationalisation
International revenues accounted for approximately 55% of Google's consolidated revenues in 2013. Google search is now available in 117 languages and 158 international domains. As the internet infrastructure in foreign markets such as China, India is beginning to take scale, the number of new internet users in these markets is expanding exponentially.
Google focuses on two major things as part of its internationalisation strategy
1. Increase Local Responsiveness
Profit is maximized by the company’s cultural awareness and social competence to tailor products to the regional needs of its users:
Customizing the search engine as per local culture. Translation is part of this, but customization also involves local defaults and custom features. This is important to Google's continued growth, since the majority of new Internet users are not native-English speakers
Employing specialized and local sales and support teams across vertical markets in over 50 countries. Because the local agents know quite well about local business market and local culture, many local companies tend to choose Google as their Advertising partner.
Google Locals (part of Google Maps) allows businesses to target customers in the vicinity of their location
Adsense - Google's advertising technology is available in 31 locales.
Payment methods are available in 49 currencies serving 233 countries
2. Aligning Value Chain Activities
Google has 36 data centres across global locations which collectively house more than million servers, storage systems and routers connected with a network of fibre optic switches. This helps Google process search queries from various parts of the world in fraction of second.
By shifting activities geographically, Google also takes advantage of diversity from a human resources perspective and lower salaries in countries other than the United States.
Google has even benefited from outsourcing some of its copywriting to
International revenues accounted for approximately 55% of Google's consolidated revenues in 2013. Google search is now available in 117 languages and 158 international domains. As the internet infrastructure in foreign markets such as China, India is beginning to take scale, the number of new internet users in these markets is expanding exponentially.
Google focuses on two major things as part of its internationalisation strategy
1. Increase Local Responsiveness
Profit is maximized by the company’s cultural awareness and social competence to tailor products to the regional needs of its users:
Customizing the search engine as per local culture. Translation is part of this, but customization also involves local defaults and custom features. This is important to Google's continued growth, since the majority of new Internet users are not native-English speakers
Employing specialized and local sales and support teams across vertical markets in over 50 countries. Because the local agents know quite well about local business market and local culture, many local companies tend to choose Google as their Advertising partner.
Google Locals (part of Google Maps) allows businesses to target customers in the vicinity of their location
Adsense - Google's advertising technology is available in 31 locales.
Payment methods are available in 49 currencies serving 233 countries
2. Aligning Value Chain Activities
Google has 36 data centres across global locations which collectively house more than million servers, storage systems and routers connected with a network of fibre optic switches. This helps Google process search queries from various parts of the world in fraction of second.
By shifting activities geographically, Google also takes advantage of diversity from a human resources perspective and lower salaries in countries other than the United States.
Google has even benefited from outsourcing some of its copywriting to