A Strategic Perspective on Search Engines: Thought Candies for Practitioners and Researchers

Research output: Contribution to journalArticle

53 Citations (Scopus)

Abstract

Search engines, such as Google and Yahoo! Search, are more than just portals or information tools. In fact, they are agents of a transformation that is making the business environment more transparent, and thus, potentially more competitive. This new environment is creating opportunities and challenges for businesses of every stripe. In this paper, we explore the following topics: (1) what are search engines exactly, (2) what businesses can do with search engines, (3) how are, and how should, senior executives be viewing the strategic impact of search engines, and (4) what are some important research issues for academics and practitioners that would help us gain a better understanding of the strategic impact of search engines.

Original languageEnglish (US)
Pages (from-to)49-60
Number of pages12
JournalJournal of Interactive Marketing
Volume23
Issue number1
DOIs
StatePublished - Feb 1 2009

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Search engine
Business environment
Google
Research issues

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Marketing

Cite this

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A Strategic Perspective on Search Engines : Thought Candies for Practitioners and Researchers. / Rangaswamy, Arvind; Giles, C. Lee; Seres, Silvija.

In: Journal of Interactive Marketing, Vol. 23, No. 1, 01.02.2009, p. 49-60.

Research output: Contribution to journalArticle

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