The Disruptiveness of Technology: A Case Study of Google Dominance

Abstract

This case study examines the disruptive nature of Google’s strategy in the marketplace to assist researchers and practitioners in future endeavors. From this research analysis, Google has been able to exploit its strengths of being an industry leader by way of new products as well as by the open lanes of communication of its flat organizational structure, which allows for creativity and design. Not all of the products have been winners, but that must not be a deterrent to the future progress of the company. This research is significant because Google’s competitors may obtain additional information to level the playing field, thereby dethroning Google’s superiority in the market.