Fight club (Google vs Microsoft)

Strategic Direction

ISSN: 0258-0543

Article publication date: 21 March 2008




Meall, L. (2008), "Fight club (Google vs Microsoft)", Strategic Direction, Vol. 24 No. 4.



Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited

Fight club (Google vs Microsoft)

Article Type: Abstracts From: Strategic Direction, Volume 24, Issue 4.

Fight club (Google vs Microsoft)

Meall L. Accountancy, October 2007, Vol. 140 No. 1370, Start page: 68, No. of pages: 2

Purpose To look at competition between Microsoft and Google. Design/methodology/approach Believes that increasing competition between these companies will result in “bloody skirmishes” despite Google’s denials that its web-based application are a direct challenge to Microsoft. Notes that Google has also acquired the technology to provide security for confidential data and email and to strengthen its online advertising position; and predicts that Microsoft may have to offer more online services in the future. Suggests that the first battleground will be online advertising because it has great revenue generating potential; and reports that Microsoft has recently bought an online advertising agency for $6 billion. Originality/value Discusses possible expansion by Google and Microsoft into areas where the other is market leader.ISSN: 0001-4664Reference: 36BC033

Keywords: Advertising, Competitive strategy, Computer software, Internet

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