Dogfight in IT Industry: Google vs. Microsoft

9 Pages Posted: 18 Aug 2009 Last revised: 27 Oct 2012

Date Written: August 17, 2009

Abstract

The battle between Microsoft and Google will shape how our society makes use of technology, computing, and information. It will determine which firm will shape and control the future of computing, and ultimately profit from it. This face-off pits a world of computing which the operating system serves as the centerpiece of computing capabilities delivered on a computer, against a new one in which the network delivers information and computational applications to many different devices. Microsoft's dominance of the existing world is threatened by Google and other firms whose technologies make the operating system dispensable. Simultaneously, Google has demonstrated search advertising as the place to make big profits on the Internet, making it imperative for Microsoft to challenge Google's dominance in this arena.

Keywords: Google, browser, search engines, operating systems, competitive strategy

Suggested Citation

Bhargava, Hemant K., Dogfight in IT Industry: Google vs. Microsoft (August 17, 2009). UC Davis Graduate School of Management Research Paper No. 15-09, Available at SSRN: https://ssrn.com/abstract=1457101 or http://dx.doi.org/10.2139/ssrn.1457101

Hemant K. Bhargava (Contact Author)

University of California, Davis ( email )

One Shields Avenue
Apt 153
Davis, CA 95616
United States

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