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    Microsoft adCenter

    Coles, Peter A. ; Edelman, Benjamin

    • Reference: HBS-908049-E

    • Year: 2007

    • Number of pages: 16

    • Publication Date: Jan 29, 2008

    • Fecha de edición: Feb 22, 2010

    • Source: HBSP (USA)

    • Type of Document: Case

    • Industry Setting: Online information services

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    Description

    Microsoft considers alternatives to expand its presence in online advertising, especially text-based pay-per-click advertising. Google dominates, and it is unclear how Microsoft can grow, despite considerable technical and financial resources. Microsoft considers a set of alternatives, each with clear benefits but also serious challenges.

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    Keywords

    Competition Corporate strategy Entrepreneurship Innovation Search engines