Google is not a traditional manufacturer of automobiles but, by 2013, it had invested millions of dollars in its self-driving cars. The management team of Google is wondering if it should go on investing in the technology behind self-driving cars and what benefits would its primary business gain from such technology. It looks into the possibility of Google being able to compete with large auto manufacturers which likewise invest in automotive technology themselves and if it is worth it for Google to spend some time and resources on this investment, the Google Car.
Karim R. Lakhani; James Weber; Christine Snively
Harvard Business Review (614022-PDF-ENG)
January 02, 2014
Case questions answered:
- How did this project relate to Google’s corporate mission of organizing the world’s information?
- Would the Google Car project be a worthwhile investment of the company’s resources?
- Could Google compete against established auto manufacturers working in self-driving technology, or should it establish a partnership?
- Would Google manufacture its own vehicles or license its own self-driving software?
- What are the main legal issues surrounding this new technology?
- How would an autonomous car fit into Google’s core search business and its advertising-based revenue model?
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Google Car Case Answers
Sergey Bin and Larry Page founded Google in the year 1997 after they built up the model for positioning pages by significance to the inquiry words. They formally opened the company two years later.
It opened to the world in 2004, after which it became colossal because of the cash it raised through the IPO. It has presented various items and administrations that likewise incorporate profoundly fruitful Android programming, which was discharged in 2007, 10 months after Apple’s discharge of its first iPhone.
It is an open-sourced program that any organization may alter and change and is a product very much utilized as a part of tablets and cell phones far and wide. Regardless of all the new administrations and items, Google looks beneficial, and the pertinent income is its center item.
Google has kept up information distribution centers far and wide, and it has one of the biggest server-producing offices. Its server offices are profoundly vitality proficient, coming to at a size of 1.12 where the perfect is 1. So, it has made the organization more proficient as well as lessened its expenses essentially.
By 2010, it had obtained a few very essential and continuously innovative organizations that enabled it to enhance and present new technologies and products. Independent auto venture of the company is such a product.
It had already begun “Google X” in the year 2010, yet the company was chipping away at self-driving autos post-DARPA challenges in the year 2003.
“How did this project relate to Google’s corporate mission of organizing the world’s information?”
The company’s venture in self-driven autos is totally based on world data, and hence, this is very important and as per the company’s vision and mission of arranging world data. It depends on information effectively assembled by the company.
It is an organization that accumulated and composed a lot of information on the planet. Afterward, it is continuously assembling extra information, which enables it to improve the independent auto item that may free up a lot of man’s time and can spare a considerable measure related to expenses by expanding proficiency and diminishing work expenses. Eventually, it would result in being self-sufficient, setting out changes to incapacitated and old individuals.
At that point, this venture is not just about social occasions and utilizing data. It additionally sorts out packs of more data that different organizations can likewise utilize for the purpose of advancement of the item or improvement of mankind.
The company’s immense measure of data is accessible to everybody. It is apparent that the company has partnered with a few auto producers and innovation organizations for the self-governing auto extension.
Remembering the way Google is gathering, arranging, overseeing, and using information in its self-ruling auto-extend, it is splendidly apparent that this venture identifies with the company’s vision and mission of sorting out world data.
“Would the Google Car project be a worthwhile investment of the company’s resources?”
The company’s auto venture is colossal speculation, maybe the biggest venture a company has ever invested in just 1 venture. The company puts new resources into the venture before searching for a prompt return on investment.
This venture, as of now…
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