Содержание
Table of Contents
1. Introduction 2
2. Going Global- Means, Motivations and Mentalities 3
3. Building Competitive Advantage – The Key To Success in Global Markets 6
4. The Mind Set of Google and Microsoft 8
5. Innovation 10
6. Conclusion- The Future and Global Role of Google and Microsoft 12
7. References- Group Part 13
8. Individual part
Выдержка из текста
In every business, expanding the boundaries and bringing organization to the
global level is an important step in the future development of the company.
Market seeking and access to the low-cost production factors are the two main
traditional motivations for companies to go international (Bartlett and Beamish,
2011).
4
Google versus Microsoft
Microsoft was highly competitive and extremely successful in all of their five
product divisions on the market of the operation systems building. Due to
the US market saturation, Microsoft felt the need to expand globally, being
motivated by the low-cost development cost and risk absorption. However,
Google’s motivation was pro-active, because a company like Google and services
it provides were initially meant to be global, since their products are mostly
related to the Internet.
The situation on the market was very favorable for them and most of their
competitors were too ‘young’ to expand — that motivated Google to expand their
boundaries.
Looking into the entry modes and international strategies of Microsoft and
Google, it can be seen that there were different approaches used when going
global. Microsoft initially followed licensing and strategic agreements, which
has brought forward both advantages and disadvantages. It allowed Microsoft
to lower their risk and cost of development, but involved the possibility of
the ‘licensee imitating technology and product to their own use’ (Vijayan, 2009)
along with the US government put restrictions on the licensing. As for Google, it
followed acquisition and partnership types of internationalization. For instance,
they sign a contract with Universo Online and became the largest search engine
in Latin America (Bellis, 2014). Following this strategy
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Google versus Microsoft
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