Honors Program
Document Type
Thesis
Date of this Version
Spring 5-1-2019
Citation
Knaak, T. C. (2019). A strategic audit of Google. Undergraduate Honors Thesis. University of Nebraska-Lincoln.
Abstract
Google is the premier tech company. One of the largest, most successful companies on the planet, Google derives the overwhelming majority of its revenue from Google AdWords to the tune of $136 billion last year. The following is an analysis of Google’s strengths, competition, and place in the market and society. Although Google needs no help dominating the ads industry — and thus no suggestion has been provided — should the digital ads industry falter, Google faces an existential threat. To counter this, various strategies to diversify Google’s sources of income, all of which leverage Google’s existing assets and competencies to make the change as simple as possible, have been recommended.
Comments
Copyright Timothy C. Knaak 2019.