Tech companies such as Google and Apple make for excellent exam case studies, as pretty much any business theory can be applied effectively to some part of them. I have a love/hate relationship with Google, as the ubiquity of the search engine means that the need to learn and retain information is arguably no longer necessary in today’s society, as a couple of clicks on your smartphone or tablet bring the answer to hand. However, for the end user, the information and ease of use that the search engine provides is simply incredible — especially as it provides this for free.
Google’s business model is based on online advertising, with its Adwords service generating $76 billion a year — 90% of its revenue. Many other e-commerce and social media sites have adopted a similar model. The pay-per-click pricing structure means that advertisers only pay for adverts that work, and this has completely revolutionised the media and advertising markets.
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