Diversification Strategy in Internet Industry: Case of Google Inc.

Year 2018, Volume: 20 Issue: 3, 271 - 289, 27.12.2018

Eyüp Bayram Şekerli Eyüp Akçetin

https://doi.org/10.32709/akusosbil.407405

Abstract

One of the growth strategies for business
is to buy other businesses. Growth either may be related to main business area
of firm or different fields from different sectors. This study examines the
buying strategy of Google Inc. which is an important company in the internet
industry with an oligopolistic structure created by a limited number of
operators (Amazon, Google, Microsoft, Facebook, etc.). Between the years of 2001
and 2017, 177 acquisitions were examined. As a result of this review, it
appears that Google Inc. has acquired businesses that manufacture in different
technological areas. However, those acquisitions increased abilities of
generating revenues from its core business. Consequently, among 177
acquisitions, constrained-related diversification model is most frequently observed
strategy which is aimed to increase performance of main business. 

Keywords

Acquisations, diversification strategy, internet sector

Diversification Strategy in Internet Industry: Google Inc. Example

Abstract

İşletmeler
için büyüme stratejilerinden birisi diğer işletmeleri satın almaktır. Büyüme,
işletmenin esas faaliyet alanı ile ilgili olabilirken, farklı sektörlerden
farklı faaliyet alanları ile ilgili de olabilmektedir. Bu çalışmada sınırlı
sayıda işletmenin (Amazon, Google, Microsoft, Facebook gibi.) oluşturduğu
oligopol bir yapıya sahip internet sektöründe önemli bir şirket olan Google
Inc.’nin satın alma stratejisi incelenmiştir. 2001 ve 2017 tarihleri arasında
177 adet satın alma işlemi incelenmiştir. Bu inceleme sonucunda Google Inc.’nin
farklı teknolojik alanlarda üretim yapan işletmeleri satın aldığı fakat bu
satın almalar sonucunda esas faaliyet alanında elde ettiği gelirleri artıracak
yeteneklere sahip olduğu görülmektedir. Sonuç olarak, seçilen Google örneğinde
177 satın alma arasında “kısıtlı ilişkili çeşitlendirme” modeli, temel işin
performansını arttırmaya yönelik en sık gözlenen strateji olarak
belirlenmiştir.

Keywords

Satın alma, çeşitlendirme stratejisi, internet sektörü

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