Business Case Analysis On Google Inc

Google search engine – ChinaStudent’s NameCourse NameDateGoogle Search engine – ChinaIndustry OverviewThe Search Engines industry has cemented itself as one of the most innovative industries in the United States. Over the five years to 2013, industry revenue is expected to grow at an annualized rate of 8.2% to $21.5 billion. While most search engines are entirely dependent on advertising revenue, the industry emerged from the recession relatively unscathed. As consumer spending declined and advertising expenditure plummeted, advertisers scaled back their search engine marketing campaigns, but did not completely cut them. In 2013, industry revenue is expected to surge 10.7% as search engines continue to pull revenue away from other advertising media due to the lower costs and quantifiable efficacy achieved through search engine marketing. Over the past five years, the market dominance of industry giant Google has prompted cooperative agreements among its largest rivals, Yahoo! and Microsoft. In 2009, the companies signed a 10-year agreement that replaced Yahoo!’s search and ad-serving technologies with Microsoft’s. In exchange, Yahoo! will receive 88.0% of the resulting ad revenue through 2015. The agreement has largely tied Yahoo!’s success