Google to date has been able to generate favourable returns due to their scalable business model and by leveraging its highly skilled human resources capacity. Management has in turn reached its objectives of dominating search based advertising on the internet and mobile devices. Google's desire to sustain continued growth however has led them into new markets. Presently, Google faces three important challenges integral for continued success. 1. Capturing market share in the emerging markets of China, Russia and India 2. Focusing on Google's distinctive competency: Search 3. Executing a strategy for continued success through better management of its financial resources and its talented workforce Since 1994 internet users worldwide have increased from 360 million to 1.5 billion making it the second largest form of advertisement in 2007. In 2008 North America had the highest internet penetration rate of 73.6% accounting for 248 million users. Internet users in Asia accounted for only 15.3% however Asia's 578.5 million total users made it the world's largest and fastest growing geo......

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