"Yahoo and Microsoft had committed to strengthen their in-house search capabilities." (Eisenmann, et al.) In 2006, the beta Longhorn operating system from Microsoft has been rumored to already have features similar to Google's incorporated into it and Yahoo has been trying to internalize their search capabilities. "Microsoft managers had hinted at plans to integrate search capabilities tightly into Longhorn, and emphasized the value of tools that could quickly and flexibly search both the internet and the content of a PC user's hard drive, using spidering and indexing technologies." (Eisenmann, et al.) Although currently a direct partner with Google, the likes of ISP giant America Online are also a potential competitor for Google. At any time, AOL could pull out of the agreement that hires out search functions to Google in order to create their own internal search capabilities. Not to mention that new technology helped create Google but future new technologies could just as easily eliminate Google. New startups are out there right now thinking of ways to change the future. Google was founded with a business strategy of providing search results that are untainted by advertising dollars. In the beginning the goal of Google was to bring back search results of whatever page (s) was hit the most or the best possible returned web site. As the revenue stream becomes more crucial to company growth, that business strategy may become hazardous to Google's profit margin. As the company has the new motivator of investor profit pressure, the company will have to expand its search result strategy to include the pay per click and other internet business revenue options.

Although the best recommendation would be to tell the Google executives to continue to do what got you here in the first place, investors...

Therefore, the recommendation will be to put a fortune into research and development in order to take the lead in future technologies that will change the way you and I do business just like email changed the way we communicate. With the new found wealth, it would be best to follow the example of companies like Microsoft, Cisco, Intel and America Online. Buy up the competition and payoff anyone who has a potential new technological breakthrough. Although the morals behind providing pure results back instead of advertising money motivated results is nice but it does not meet the market's need for new and bigger profit margins. I do not feel Google will be able to sustain its competitive advantages of being the best and the biggest. The new global markets will continue to demand innovators to rethink existing processes and therefore come up with newer, bigger and better solutions viable in the eyes of the users.
In conclusion, this report was an overview of the case study on the internet web search engine company called Google. The report was an analysis of the review in the Harvard Business School by Thomas Eisenmann, et al. The report considered the problems and concerns Google will face and an insight into the company's resources, both tangible and intangible. Future capabilities were also addressed. The internet search business competition continues to tighten the industry and the report attempted to hone in on the company's competitive advantages and if those advantages could be sustained. Other crucial insights into Google were done so a review of the company's business strategies founded out the research.

Works Cited

Eisenmann, Thomas, et al. "Google, Inc." Harvard Business School April 19, 2004.

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