Honors Program


Document Type


Date of this Version

Spring 5-1-2019


Knaak, T. C. (2019). A strategic audit of Google. Undergraduate Honors Thesis. University of Nebraska-Lincoln.


Copyright Timothy C. Knaak 2019.


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.