Reference no: EM133210033

Case Study of Google's Entry in China (2016-2018)

1. Introduction
A general overview of the topic (challenges facing organizations seeking to enter new markets)and document contents.
2. Profile/Outline of Case Study Organisation
This section is a general description of the organization's origins, nature of operations, key customers/clients or partners, performance.
Example:
[Google is a digital company founded in the USA in 1998. The company has multiple divisions
that deliver digital solutions for businesses and consumers around the world]
3. Context for Case Study Analysis
This section should describe the political, legal and economic characteristics of the market/country that the organisation or business was trying to enter, and how this compared or contrasted with its home market and/or other markets it operated in.
Example:
[In 2016 Google entered the Chinese market with the intent of competing for search engine and digital marketing presence. The marketplace at that time had some existing Chinese companies as direct competitors, such as Baidu, and Google identified a lucrative potential market of millions of digitally active consumers.
In an article published in MIT Technology Review, Sheehan (2018) conducted a thorough review of Google's entry into China and this work, alongside others by ***** (2020) and *** (2019) form the basis of this case analysis.

China posed significant differences than Google's earlier international markets These differences include centralised system of government and highly restrictive conditions for digital businesses operating in China - particularly in relation to content restriction and censorship rules. These differences are analysed further in the following section.]

4. Political and Market Challenges Faced by Google
This section should analyse the distinct challenges encountered by the organisation, and the organisation's (successful or unsuccessful) response to those challenges. Are these challenges unique to the organisation's experience, or have other organisations also endured these
challenges. What did the organisation do wrong, do well, or what could they have done differently to achieve their goals?

5. Conclusions and Recommendations
Example:
In sum, Google's failed entry into China demonstrates a lack of appreciation of how to adequately research market restrictions (the Chinese censorship laws are one such example).

It could also be said that Google's timing of entry was unfortunate, as it coincided with a political period where USA was ruled by a populist President that was very anti-international trade.

6. References