TY - JOUR
T1 - A Strategic Perspective on Search Engines
T2 - Thought Candies for Practitioners and Researchers
AU - Rangaswamy, Arvind
AU - Giles, C. Lee
AU - Seres, Silvija
PY - 2009/2
Y1 - 2009/2
N2 - Search engines, such as Google and Yahoo! Search, are more than just portals or information tools. In fact, they are agents of a transformation that is making the business environment more transparent, and thus, potentially more competitive. This new environment is creating opportunities and challenges for businesses of every stripe. In this paper, we explore the following topics: (1) what are search engines exactly, (2) what businesses can do with search engines, (3) how are, and how should, senior executives be viewing the strategic impact of search engines, and (4) what are some important research issues for academics and practitioners that would help us gain a better understanding of the strategic impact of search engines.
AB - Search engines, such as Google and Yahoo! Search, are more than just portals or information tools. In fact, they are agents of a transformation that is making the business environment more transparent, and thus, potentially more competitive. This new environment is creating opportunities and challenges for businesses of every stripe. In this paper, we explore the following topics: (1) what are search engines exactly, (2) what businesses can do with search engines, (3) how are, and how should, senior executives be viewing the strategic impact of search engines, and (4) what are some important research issues for academics and practitioners that would help us gain a better understanding of the strategic impact of search engines.
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U2 - 10.1016/j.intmar.2008.10.006
DO - 10.1016/j.intmar.2008.10.006
M3 - Article
AN - SCOPUS:70149124081
SN - 1094-9968
VL - 23
SP - 49
EP - 60
JO - Journal of Interactive Marketing
JF - Journal of Interactive Marketing
IS - 1
ER -