Research Paper on:
GOOGLE AND BUSINESS MODELS

Unformatted Sample Text from the Research Paper:
margin, position in the value network and competitive strategy) along with a SWOT analysis. Business Model Value proposition. The value proposition points  out the customers problem a product addressing the problem and the value from the customer perspective (Business Model, 2010). The "problem" has been finding a good search engine that can  probe the vast corners of the Internet. Google came up with a solution, providing a free search engine for users around the world (Witt, 2010). The value to the consumer  is that it gets a lot of information. The value to Google is that it generates revenue through "click-throughs," in other words, when users click on text ads displayed alongside  search results (Witt, 2010). Marketing segment. This involves the group of customers that are being targeted (Business Model, 2010). Google technically has  two targets - the folks who actually use the search engine and the advertisers who are interested in using the companys services. The company has different structures in place for  appealing to each particular segment of the market, as these two segments have vastly different needs. Value chain structure. This is  the firms position and activities in the value chain, and how the company captures part of that value created through the chain (Business Model, 2010). Google wrings what it can  from the value chain by relying on users behavioral insights, demographic data and geographic targeting - basically, Googles M.O is to offer "highly relevant advertising" across a variety of media  (Witt, 2010). The theory here is that if the advertising is more relevant, advertisers will be more willing to pay (Witt, 2010). Google is also trying to leverage its brand