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Student Number 954203054
Author Cheng - Nan Ko(柯政男)
Author's Email Address No Public.
Statistics This thesis had been viewed 1383 times. Download 1513 times.
Department Information Management
Year 2008
Semester 2
Degree Master
Type of Document Master's Thesis
Language English
Title Organic Business System:A Study of the Business Model Evolution through the Service Development of Google
Date of Defense 2009-07-07
Page Count 115
Keyword
  • Business Model Evolution
  • Google
  • Organic Business System Analysis Framework
  • Abstract After the commercialization of internet, internet industry grew at an explosive rate in both user population and technology advancement. As the number of users grows, the demand for information search and retrieval over internet increased dramatically, thus search engine industry was born. As a search engine company, Google has achieved remarkably growth since its founding in 1998. In about ten year’s time (2009), Google already obtained nearly 80% of world’s search engine market, with the revenue of $21 billion. The growth of Google has provided the company with the capital, smarts and technology for its expansion. This research examines how has Google’s business model evolved to supports its service development process when the financial resources available to Google changes. Organic Business System Analysis Framework is developed to study the relationship between business model revolution and environmental changes. Case study method is used for in depth study of Google. Google’s development is divided into four phases and data regarding Google’s major business activities for each phase is collected then analyzed with Organic Business System Analysis Framework. This research has three results: 1) Development of Organic Business System Analysis Framework, 2) Description of the development process of Google’s services and service platform, 3) Analysis of the evolution process of Google’s business model. Through the analysis of the evolution process of Google’s business model, this research has find nine propositions that could be used as guidelines for other internet platform companies when they needs to change their business model.
    Table of Content Table of Contents
    Abstracti
    List of Tablesvii
    List of Figuresviii
    Chapter 1Introduction1
    1.1Research Background1
    1.1.1Internet, Search Industry and Search Engine1
    1.1.2Search Engine Market Share3
    1.2Research Motivation and Research Question4
    1.3Research Purposes5
    1.4Research Importance6
    1.5Thesis Structure6
    Chapter 2Theoretical Foundation for Analysis Framework7
    2.1Business System7
    2.1.1Conceptual Framework for Business System Analysis - Three Layer Architecture7
    2.1.2Static Business System - Components in each layer9
    2.1.3Dynamic Business System - Driving force of Recursive Relationship11
    2.2System Perspective on Organizational Design16
    2.2.1Interactive Management16
    2.2.2Interactive Planning Process16
    2.3Three-Layers Business Model Analysis Framework19
    2.4Strategy Analysis and Competitive Advantage23
    2.4.1Competitive Advantage23
    2.4.2Strategic Analysis and Planning Process23
    2.5Business Model and its Components26
    2.5.1Definition of Business Model26
    2.5.2Components of Business Model27
    Chapter 3Research Methods32
    3.1Qualitative Research Method: Case Study32
    3.2Data Collection33
    3.2.1Data Collection Principle33
    3.2.2Data Source33
    3.2.3Data Analysis Methods34
    Chapter 4Google’s Developmental Phases35
    4.1Foundation Phase – Development of Core Technology (1996 ~ 1999)36
    4.1.1Major Activities36
    4.1.2Services Released and Categorization37
    4.1.3Evolution of Google’s Service Platform38
    4.2Exploration Phase – Building User Population and Development of Business Model (2000 ~ 2001)39
    4.2.1Major Activities39
    4.2.2Services Released and Categorization40
    4.2.3Evolution of Google’s Service Platform40
    4.3Enhancement Phase – Building User Population and Extension of Service (2002 ~ 2004)42
    4.3.1Major Activities42
    4.3.2Services Released and Categorization43
    4.3.3Evolution of Google’s Service Platform44
    4.4Rapid Expansion – Acquisition and Integration of Technology (2005 ~ 2009)46
    4.4.1Major Activities46
    4.4.2Services Released and Categorization51
    4.4.3Evolution of Google’s Service Platform52
    Chapter 5Analysis of Google’s Services54
    5.1Foundation Phase – Development of Core Technology (1996 ~ 1999)54
    5.2Exploration Phase – Building User Population and Development of Business Model (2000 ~ 2001)57
    5.3Enhancement Phase – Building User Population and Extension of Service (2002 ~ 2004)62
    5.4Rapid Expansion – Acquisition and Integration of Technology (2005 ~ 2009)67
    Chapter 6Conclusion73
    6.1Results73
    6.2Managerial Implication74
    6.3Limitations75
    References77
    Reference References
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    (II) Chinese Materials:
    [29] 黃詩婷,2005,「經營模式創新之探索性研究—以台積電為例」,國立中央大學資訊管理研究所碩士論文。
    [30] 劉雅妍,2005,「商業智能與經營模式設計之文獻研究--兼論與突破式創新
    進入策略之關係」,碩士論文,國立中央大學企業管理研究所。
    [31] 顏君安,2005,「經營模式、進入策略、主宰設計關係之文獻研究-兼論商
    業智能之前導作用」,碩士論文,國立中央大學企業管理研究所。
    [32] 李定宇,2005,「突破式創新與經營模式互動關係之文獻研究—兼論商業智
    能之前導作用」,碩士論文,國立中央大學企業管理研究所。
    [33] 張景翔,2005,「商業智能與經營模式設計之文獻研究-兼論與突破式創新演化之關係」,碩士論文,國立中央大學企業管理研究所。
    [34] 劉乙興,2005,「突破式創新與經營模式對主宰設計之影響的文獻研究—兼
    論商業智能之前導作用」,碩士論文,國立中央大學企業管理研究所。
    [35] 張曉環,2006,「電子設計自動化工具供應商與晶圓專製廠互動關係演進之探索性研究」,碩士論文,國立臺灣大學商學研究所。
    [36] 陳銑鈞,2006,「經營模式元件及其間關係之紮根研究」,碩士論文,國立中央大學企業管理研究所。
    [37] 徐嘉淳,2006,「 廠商進入市場時機、發展策略與獲利來源之關係 -以搜尋引擎Google 及Yahoo 為例」,碩士論文, 國立交通大學傳播研究所
    [38] 李興益,2007「經營模式元件角色之分析」,碩士論文,國立中央大學企業管理研究所。
    [39] 楊峰豪,2007,「經營模式元件僑街關係之分析」,碩士論文,國立中央大學企業管理研究所。
    [40] 范揚君,2007,「經營模式階次區塊之分析」,碩士論文,國立中央大學企業管理研究所。
    [41] 林裕得,2008,「雙基因平衡企業系統:Google 演進中經營模式結構之探索性研究」,碩士論文,國立中央大學資訊管理研究所。
    (III) Web Sites: 
    [42] comScore. 2009. http://www.comscore.com/
    [43] Google. 2009. http://googlepress.blogspot.com/
    [44] Google Finance.2009. http://www.google.com/finance
    [45] Google Milestone.2009. http://www.google.com/corporate/history.html
    [46] ZDNet Tech News, 2009.http://www.zdnet.com.tw/
    [47] New York Times. 2009. http://www.nytimes.com/
    [48] The Bloomberg. 2009. http://www.bloomberg.com/
    [49] Net Application. 2009. http://www.netapplications.com/
    [50] Webology. 2009. http://www.webology.ir/index.html
    Advisor
  • Yea-Huey Su(蘇雅惠)
  • Files
  • 954203054.pdf
  • approve immediately
    Date of Submission 2009-07-22

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