Business School Case Study Examples

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Case:Microsoft's Search

Key takeaway: There's no magic solution. It takes an entire organization's experience and talent.

What happened? 10 years after its founding, Google had managed to become dominant in search and search advertising. Microsoft was a distant third, and a deal to buy Yahoo had fallen through. Though already in a very strong financial position, it wanted a bigger piece of a rapidly-growing business.

The case tracks Google's rise, Microsoft's initial search efforts, and Microsoft's push for real innovation in 2008, which led to Bing! in 2009. Microsoft decided to focus on how it met such challenges in the past, focusing on "user experience, the business model, and the ecosystem of the industry in question," along with a significant marketing effort.

Thanks to Dr. Gautam Ahuja, the Harvey C. Fruehauf Professor of Business Administration and Chair of Strategy at the University of Michigan's Ross School of Business for his suggestion

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