The analysis of this case is on the basis of the triple
bottom concept. The Google Company is using the right strategy because of the
following reasons. Firstly is by constantly fine tuning the search algorithms
to meet the needs of its customers. For example, the launch of personalized
search in January 2004 to include the history of searches by the users. Also,
Google offered free software to optimize paid listing companies that could
track which keywords most likely yielded sales for the firm when used on the
search platform to use them most frequently and eliminate their spending on the
irrelevant words (Eisenmann, 2006).
Secondly the company employed the best management in the
year 2001 giving Eric Schmidt the responsibility to run the company by being
assigned as the president of products and president of technology. Employing of
qualified personnel with the correct experience boosts to the performance of
any business (Eisenmann, 2006).
Thirdly the enactment of the c