Google Strategic Approach

Google Strategic Approach Students Name Institution Affiliation Course Name Date

Introduction In the eyes of world-leading digital services giant Google, for the artificial intelligence systems epitomized by GPT (the Generative Pre-trained Transformer), the era of artificial intelligence means opportunities on the one hand and challenges on the other. Hopefully this report that is serious about theory and research can provide a clear evaluation of Google's strategy within the just-burgeoning era of artificial intelligence. In this issue we will take a look at Google's strategic direction, core resources, core values, history, business model, perspectives on internationalization and innovation-including a comparison to GPT. Company's Strategic Approach Looking at Google's strategic approach in terms of Porter's Five Forces, it is an extraordinary competitive environment. A highly competitive battlefield amid the dominant players, plus a new challenge posed by AI-based services, particularly services employing GPT technologies, is the backdrop against which the tech giant must now operate. Google's strategy is instead to emphasize diversification, taking advantage of its leading position in online services, and infusing its wide portfolio of products and services with the power of AI ( Russell, 2023 ). It has also helped it retain its market leadership in key products, including search engines, digital advertising, and cloud services. But the emergence of GPT, spearheaded by companies such as OpenAI, presents Google with new strategic challenges. GPT, on the other hand, tends to emphasize fully utilizing the capabilities of AI, ranging from natural language processing to creating imaginative content. This specialization represents a direct challenge to Google, particularly in the areas of search and information processing where the capabilities of AI can directly affect the quality and relevance of output. Furthermore, Google's artificial intelligence is now facing competition with systems which are specially designed to cope with natural language, and may provide a more sensitive interaction between the consumer and the computer. The most valuable lesson from this comparison of strategies is that while diversification and vertical integration are valued strengths, Google must go head-to-head with these specialized applications. This requires Google to adopt a policy of constant innovation and adaption ( 謝孟 宏 , 林庭利 , n.d ). Besides competing with GPT-like technologies, the company must look for ways to integrate whatever new AI abilities it gains in such a way that they serve as enhancements to its current services and as development building blocks for new products. To better adapt to a market in which AI plays a growing role, Google will have to innovate and continue to improve its AI techniques as they apply to a wide range of services. Key Resources (Resource-Based View) The robust technological foundations of Google's success include a broad network of data centers and high-level computing equipment. But this infrastructure is key to enabling all of its myriad services, from search and advertising to cloud computing and artificial intelligence. In addition, Google's brainpower is much-celebrated, with many of the industry's best and brightest joining its ranks. But this kind of talent treasure is key to the company's innovation and leadership in various tech fields.

Google and GPT technologies. Take Google itself. That company, which stresses innovation and adherence to users 'needs, also frequently needs to strike a balance between varying commercial and ethical considerations ( Widiyanata, 2023 ). Then, its USP is excellent technology that still gives it a competitive position in the market. Conversely, with its focus on democratizing AI, and being known for the ethical use of AI and its approach to AI deployment, Open AI has in fact become a thought leader in the ethical AI realm. This approach speaks to the users and developers most concerned about the ethical dimensions of artificial intelligence. For Google in particular, it will be key to find what it might have in common with evolving ethical norms in AI ( Coeckelbergh, 2020 ). What this means is that as AI technology enters ever deeper in our lives, raising ethical concerns is no longer a matter of choice. With these guidelines in mind, the development and application of artificial intelligence technologies, Google would be taking even more concrete steps in becoming a responsible technology leader. Reaffirming its idealism, getting its own house in order, and being more open to participating in the debate about how to be ethical in using these technologies will be one way for artificial intelligence to make itself human again. Recent Performance most recent financial data as of 2023 shows that Google is still showing a healthy financial situation. For example, in the 1st quarter and 2nd quarter of 2023 alone, Google had annual revenues of US $ 69.4 billion and $ 74.3 billion, respectively. These numbers show Google's king-of-the-web status, especially in the areas of search and advertising. Furthermore, Google captured 91.86 % of the world search engine market in 2023, impressively asserting its dominance in online search. Also, the average conversion rate was 7.04 %, illustrating how effective Google Ads can be. What makes Google's economic clout even more impressive is that in 2023 it is earning US $ 344,000 per minute and US $ 20,000,000 per hour. Google's parent company, Alphabet, similarly enjoyed strong project data revenue growth. Twelve-month revenues as of June 30, 2023 were US $ 289.531 billion, up 4.1 % year over year. Consistent growth like this shows that Alphabet can build revenue sources beyond Google's core products of search and advertising. From these numbers, we can once again see how strong Google's financial position remains, and how dominant it is in the market. This high revenue and its continuing hegemony in both search and advertising make Google the dominant player in the online world, and capable of maintaining its market position and keeping up innovation and growth. Google is still running like a blue-chip stock, and has invested heavily in artificial intelligence in preparation for competition with recently announced technologies such as GPT. But what challenges the advertising basis of Google are platforms for content and information based on artificial intelligence. Business Model Analysis Advertising and data have always been central to Google's business model. Advertising has been the company's main source of income, most notably through its flagship product Google Ads. Google Search engine and other online services such as YouTube, Gmail and Maps are vehicles for advertising. It also gathers copious user information to tailor ads and help with

targeting, thus forming a very effective advertising environment for the company ( Broccardo, et al., 2023 ). Moreover, Google provides cloud computing, hardware (including the Pixel smartphone), and software (including the Android operating system), once again expanding its means of earning revenues. OpenAI-style GPT technologies, on the other hand, have supported an AI-as-a-service model. The use of these technologies in applications offers artificial intelligence capabilities for tasks such as natural language processing, content creation, and more. But GPT's is not a model based on advertising, but based on providing AI solutions to app developers, businesses and industries that need AI for their various applications. The implementation of this model democratizes access to AI, taking sophisticated technology to a mass audience. The rise of technology companies such as GPT poses a challenge to Google's business model but also offers new opportunities. On the other hand, Google can use AI to optimize its advertising operations, thus making these ads more relevant and effective ( Gans, 2023 ). What's more, Google services could integrate AI to enhance user experience. Yet again, the AI-as-a-service model of GPT will directly impact traditional advertising, for it is likely that businesses will want to experiment with advertising that includes an AI element which provides a more personalized and animated message. This could only push Google to develop even more artificial intelligence and open even more revenue streams besides advertising and data gathering. Internationalization and Innovation Bringing it home Internationalization for Google has always been a process of striking a balance between global access and local customization. Google is a transnational company with activities in countries around the globe, and it offers its services in more than 100 languages. Similarly, its primary products, including search, Gmail, and Youtube, are global in scope, yet it also understands the need for localization. Examples include region-appropriate search results, language, and locally relevant information ( Gupta, et al., 2020 ). While Google's internationalization is not simply a case of translation, its ultimate objective is to provide a unified user experience tailored to the local audience and culture. On the other hand, GPT's internationalization is inherently global, since it involves the Internet and artificial intelligence. OpenAI's GPT technologies, for instance, can be rolled out and remotely used anywhere there is an Internet connection. Because of this global accessibility, GPT has been able to cross geographical borders and provide its artificial intelligence services to users and companies around the world, without having to make laborious localization adaptations ( Soikkeli, 2023 ). The global nature of GPT is in keeping with this larger trend of AI technologies themselves crossing national boundaries and democratizing access to first-class AI expertise. Looking at innovation, Google has an overarching innovation strategy that is embracing of many different technologies and industries. The company spends heavily on R & D, including technologies like artificial intelligence, machine learning, cloud computing, and quantum computing. Research and development at Google isn't limited to hardware, software, or digital services ( Ding, 2021 ). On the other hand, the advent of GPT and other forms of AI have caused Google to grow more sharp-minded about AI products and services. Many other Google search, advertising, and even cloud services products are powered by AI. Now, the discipline has come to occupy a cornerstone position in Google's innovation strategy.

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