In 2008, executives at Microsoft must decide how to compete with Google in the market of Internet search and advertising. The case describes how Microsoft has responded to many competitive threats in the past, Google has acquired a dominant position in online search and advertising, as well as the fact that Microsoft has done so far in his as yet unsuccessful attempts to catch up with Google. Thus, the problems of students to build a strategy that allows Microsoft to achieve its goals in the growing market of search and advertising. "Hide
by Jan W. Rivkin, Eric J. Van den Steen Source: HBS Premier Case Collection 18 pages. Publication Date: January 15, 2009. Prod. #: 709461-PDF-ENG
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