The Disruptiveness of Technology: A Case Study of Google Dominance

Abstract

This case study examines the disruptive nature of Google’s strategy in the market place in order to assist researchers and practitioners for future endeavors. From this research, Google has been able to exploit its strengths of being an industry leader by way of new products as well as the open lanes of communication of its flat organizational structure which allows for creativity and design. However, not all of the products of this free flow of creativity have been winners, but that must not be a deterrent to 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 superiority in the market.