Description: In 2005, China administered a spelling test that asked respondents to spell “Google” for a search market report: only 60 percent took the test and more than 20 percent got it wrong. Four years later, Google Inc (GOOG.O), whose whimsical name is synonymous with Internet search in much of the world, is still struggling for recognition in China, the world’s largest Internet market by users where local rival Baidu Inc (BIDU.O) dominates.
Questions for discussion:
- Why has Google had trouble developing market share in China?
- What would you recommend management do to improve success?
- What lessons learned in the Chinese market do you believe apply to other markets in the world? Explain your answer.