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Analysis of Business Growth Strategy in Platform Ecosystem: The Case of Alphabet
Business Growth Strategy,Platform Ecosystem,The Case of Alphabet,
|Publication Year :||2019|
|Abstract:||The Google company was officially launched in 1998 by Larry Page and Sergey Brin with its Google Search, which now becomes the most used web based search engine in the world. The search engine soon successfully dominated the market. In 2003, the company settled in Mountain View and quickly became one of the largest media companies globally. The company have launched multiple internet related products and services starting from digital advertising technologies, search engine, cloud computing, software, and to hardware. The company’s rapid growth over the years has triggered a chain of products, acquisitions, and partnerships beyond Google’s core search engine. It is thus vital to understand its strategy over the years and what would be its future move to maintain its competitive advantage and continue its domination of the digital advertising industry when facing fierce competition.
This study focused on the industry and case study utilizing its resource and capacity, five force analysis, SWOT analysis, and platform strategy to analyze its growth opportunities and challenges. Conclusion and recommendation were given for its future development in the next five year.
|Appears in Collections:||商學研究所|
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