Google Book

In: Computers and Technology

Submitted By arnaudn
Words 4932
Pages 20
INTRODUCTION
JEAN-NOËL KAPFERER
HEC Paris

France : Pourquoi penser marque ?
La marque est un atout stratégique dans la lutte concurrentielle. Cet article explore cette notion nouvelle qu’est la « marque nation », explique pourquoi elle est d’actualité et en quoi elle est différente d’une marque classique. Il analyse pourquoi il y a urgence à travailler sur la marque France compte tenu de la situation économique et des résultats d’études d’image très récentes. Il présente la problématique interne et externe de cette marque ainsi que le choix des experts amenés à contribuer à la réflexion dans ce numéro spécial : chercheurs académiques, consultants internationaux et aussi dirigeants d’entreprises majeures de notre pays.

DOI:10.3166/RFG.218-219.13-23 © 2011 Lavoisier, Paris

14

Revue française de gestion – N° 218-219/2011

l y a un an désormais nous suggérions à la Revue française de gestion l’idée d’un numéro spécial sur la marque France. Loin d’être un exercice de style, ou de céder à la mode du tout-marque qui caractérise nos sociétés contemporaines, un tel numéro spécial nous semblait urgent. Il l’est encore plus aujourd’hui compte tenu du contexte économique et social mondial actuel et des données récentes concernant la France. Fort d’analyses novatrices, et de l’expérience internationale des auteurs, ce numéro spécial de la RFG émet des recommandations opérationnelles.

I

I – ÉVOLUTION PROGRESSIVE DU CONCEPT DE MARQUE La notion de marque n’est pas récente. Historiquement, pour les juristes, il s’agit d’un signe qui authentifie l’origine d’un produit et qui le différencie de celui de la concurrence. Sa fonction est donc défensive (se prémunir du vol, de la copie, voire de la contrefaçon en authentifiant la provenance) et offensive (porter une différence). Il est notable que là où la langue française n’utilise qu’un seul mot (la marque), les…...

Similar Documents

Google

...Screen-reader users, click here to turn off Google Instant. Search About 13,820,000,000 results (0.14 seconds) Web Images Maps Videos News Shopping More Sydney, NSW Change location Search Options The web Pages from Australia More search tools Search Results Google www.google.com.au/Offers the choice of searching the whole web or web pages from Australia. Also advanced search, image and groups search, news and directory from the Open ... Google Maps View maps and find local businesses on the web ... About Google Learn more about Google - History, offices, news, jobs, investor ... Advanced Search Advanced Search. Find pages with... To do this in ... Search one site ... Google Images Google Images. The most comprehensive image search ... Google News Comprehensive up-to-date news coverage, aggregated from ... iGoogle iGoogle is your personalised Google page. Add news, photos ... More results from google.com.au » News for google Google in "defining fight" with Apple Brisbane Times‎ - 17 minutes ago Google Executive Chairman Eric Schmidt says Google and Apple are ... Google and Apple were once close partners, with Schmidt serving on ... Google reigns in search for September while Yahoo falls off CNET‎ - 12 minutes ago Google adds 400000km of new photography to Street View - including Hamlet's Elsinore NEWS.com.au‎ - 1 hour ago Google - Wikipedia, the free encyclopedia en.wikipedia.org/wiki/GoogleGoogle Inc. (NASDAQ: GOOG) is an American......

Words: 436 - Pages: 2

Google

...#168 THE GOOGLE STORY Inside the Hottest Business, Media and Technology Success of Our Time DAVID VISE and MARK MALSEED DAVID VISE is a reporter for the Washington Post. A winner of the Pulitzer Prize in 1990, he is the author of three books including The Bureau and the Mole. Mr. Vise is a graduate of the University of Pennsylvania and the Wharton School. He was formerly an investment banker with Goldman Sachs & Co. MARK MALSEED is a writer, researcher and contributor to the Washington Post and the Boston Herald. He carried out the research for two best-sellers, Plan of Attack and Bush At War. Mr. Malseed is a graduate of Lehigh University. The Web site for this book is at www.thegooglestory.com. 1 #168 1) The Genesis of a Great Idea 2) “Not since Gutenberg invented the modern printing press more than 500 years ago, making books and scientific tomes affordable and widely available to the masses, has any new invention empowered individuals, and transformed access to information, as profoundly as Google. With its colorful, childlike logo set against a background of pure white, Google’s magical ability to produce speedy, relevant responses to queries hundreds of millions times daily has changed the way people find information and stay abreast of the news. Woven into the fabric of daily life, Google has seemingly overnight become indispensable. Millions of people use it daily in more than 100 languages and have come to regard Google and the Internet as one. The quest...

Words: 9620 - Pages: 39

Google

...Kyle Ryan Google case write up 2/18/14 BACKGROUND Kyle Ryan Google case write up 2/18/14 BACKGROUND e planet. This is due to the fact that you can search almost literally anything using either questions or key words that best describe what you are trying to find. From there you can usually find your answer directly. If not directly then indirectly through other websites and resources. Google does not provide earnings guidance to analysts. Earnings guidance are earnings forecasts of senior managers by publicly listed companies. Most companies provide earnings guidance to analysts and from there analysts conduct what they think the stock prices should be. A lot of people believe that this is why Google's stock prices declined from $625 in 2010 down to $467.97 in that same year! At one point Google's stock prices were as high $700 in 2007. WHY GOOGLE DOESNT ISSUE GUIDANCE: Googles policy is based on part of its broader corporate philosophy. This philosophy focuses on 3 commitments that Google follows. One of these commitments is to not be evil. Another commitment is that technology matters. The final commitment is the importance of innovations. These commitments, along with the commitment to be free and independent of wall street analysis and short term investors, help keep in tact the long term vision of the company. Google is always willing to face short term consequences, as long as the end result doesn't effect their long term opportunities. Their goal is to protect......

Words: 598 - Pages: 3

Google

...Google 1 Google Modern Business 07.12.2013 Jawaher Al Maari Rana Al Khunini Ghalia Al Othman Fahdah Al Jebali Nada Al Jeraisy Hanan Al Yemni Supervised by/ Miss Ghada Al Mazroa 2 Google Table  of  Contents   3 3 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 7 8 8 8 9 10 11 11 12 INTRODUCTION PRODUCT  SERIES GOOGLE  SEARCH SEARCH  FEATURES  DEVELOPMENTS TIME  LINE GOOGLE  THE  COMPANY ·  1995 ·  1997 ·  1998 ·  1999 ·  2000 ·  2001 ·  2002 ·  2004 ·  2005 ·  2006 ·2007 ·2008 ·2010 ·2011 ·  2012 ·  2013 15TH  BIRTHDAY GOOGLE’S  CHALLENGES GOOGLE’S  TRANSLATION  PROBLEM GOOGLE  FIXED  THE  PROBLEM OUR  OPINION CONCLUSION REFERENCES Google 3 Introduction Google Inc. was born in 1998. Larry and Sergey the founders of “Google” named Google a play on the word “googol,” the mathematical term 1 followed by 100 zeros. (Google inc. ) Google Company went through a lot and began in a noticeably young life. Ever since Google was founded, it has grown to serve Millions of users around the world. Product  Series   When Larry and Sergey were only a Ph.D. students at Stanford University. They combined Google as a private owned company. However, an initial public offer took place afterwards on August 19,2004. Afterwards, Google moved to Mountain View, California. Their head office was placed there with the nickname Googolplex. It grew intensely since incorporation has......

Words: 2247 - Pages: 9

Google

...GOOGLE philosophy Ten things we know to be true “The perfect search engine,” says co–founder Larry Page, “would understand exactly what you mean and give back exactly what you want.” When Google began, you would have been pleasantly surprised to enter a search query and immediately find the right answer. Google became successful precisely because we were better and faster at finding the right answer than other search engines at the time. But technology has come a long way since then, and the face of the web has changed. Recognizing that search is a problem that will never be solved, we continue to push the limits of existing technology to provide a fast, accurate and easy–to–use service that anyone seeking information can access, whether they’re at a desk in Boston or on a phone in Bangkok. We’ve also taken the lessons we’ve learned from search to tackle even more challenges. As we keep looking towards the future, these core principles guide our actions. Focus on the user and all else will follow. Since the beginning, we’ve focused on providing the best user experience possible. Whether we’re designing a new Internet browser or a new tweak to the look of the homepage, we take great care to ensure that they will ultimately serve you, rather than our own internal goal or bottom line. Our homepage interface is clear and simple, and pages load instantly. Placement in search results is never sold to anyone, and advertising is not only clearly marked as such, it......

Words: 1732 - Pages: 7

Google

...What Makes Google Tick 2. Abstract Strategic analysis is the in-depth discussion on the selection of best strategy out of the various available alternatives. Strategic analysis helps in driving the risks, profitability and competitive advantages of a firm. It provides a permanent basis for predicting the future performance and an idea of how to gauge the success of a firm's actions. The present case study is based upon the strategic analysis of the search engine giant (Google Inc.) on the basis of its potential profitability in the industry, successors & failures in the industry, political/legal, economic, social and technological forces affecting the industry. The case also highlights its current firm level, business level strategy, business strategies adopted by its major competitors, its financial position, its production purchasing strategies and human resources information systems strategies. A descriptive SWOT of Google Inc. is also discussed upon. What Makes Google Tick 3. Google was founded in 1995 by Larry Page and Sergey Brin and it was the first popular search engine in the world. They created this search engine so that users can find any website or document on the web based on keyword or exact searches. Google......

Words: 885 - Pages: 4

Google

...Executive Summary - The Google IPO The presentation will demonstrate the different types of fund raising process, and focus on the Dutch Auction as why Google chose such method and why our study object chose such method, then illustrate the result by comparing the latest stock price with the original offering price and demonstrating the purpose of raising the equity with the current performance of the company. Case background and Introduction to IPO Google started out as a research project of determining the importance of a website’s based on the number of pages, importance of those pages and number of backlinks by Larry Page and Sergey Brin in 1996. By 1998, the two genius incorporated Google as a privately held company. Along the years of rapid growth of the company, Google decided to go public and released IPO in 2004. IPO process can be divided into 6 stages namely preparation, planning, pre-marketing, marketing, IPO and aftermarket stage. In preparation and planning stage, issuing firm hires an investment bank as a lead underwriter which aligns with other firms to form syndicate in order to bear the risk. During the pre-marketing stage, underwriter put together a prospectus which describes full business disclosure, management team and strategy of the firm as a key document when marketing the firm. The IPO price and share allocation occurs once the key investors’ expressed their interest in terms of their intended price and quantity of shares. During the IPO......

Words: 900 - Pages: 4

Google Books Settlement

...Google Library project Khaled Deyab Cal University DBA in Health Care Management and Leadership Introduction Google Library Project's transforms the text into a comprehensive word index to facilitate searching and data mining in new areas. The use does not supersede or replace reading of books; it adds something new to the original work by using words to facilitate searching. It aim to make it easier for people to find relevant books specifically, books they wouldn't find any other way such as those that are out of print. At the same time will carefully respecting authors' and publishers' copyrights. The goal is to create a comprehensive, searchable, virtual card catalog of all books in all languages that helps users discover new books and publishers discover new readers. Users simply search for a book or topic using keywords and Google lists books from its database containing the search terms. Users can then click a book title to view “snippets” of books containing the term(s) searched. We are going to talk about Google Library Project and a history for their straggle in court. We are also going to talk about is it good or bad that Google is a United State corporation bound by U.S. laws., what is the “fair use” doctrine and if we think that Google defines it correctly in this controversy. We are also going to explain why some libraries are backers of the project, while others vehemently oppose it. Discussion Google Library Project's aim to make it easier for...

Words: 1190 - Pages: 5

Google

...Introduction : Google was founded in 1995 by Larry Page and Sergey Brin and it was the first popular search engine in the world. They created this search engine so that users can find any website or document on the web based on keyword or exact searches. Google provides free services for their users. Other than the search engine, they can also search books on Google Book Search, news on Google News, videos on Google Video (YouTube) and maps on Google Maps Google has changed the way people look at and share information. This has made them a leading search engine on the web and a global technology leader. Back in the mid 90’s Brin and Page, Stanford University graduates, worked on developing this unique technology. Since then, Google has grown to become one of the most recognized brands in the world as well as one of the top Internet destinations. As of 2013, Google has 16800 employees working in more than 70 offices in more than 40 countries around the globe. Their headquarters is located in Mountain View, California, USA. Strategic management has many benefits to an organization. A company’s vision, mission and future goals are set from the strategic process. In addition, strategic management gives managers an advantage in allocating resources efficiently. Moreover, these strategies help give the firm a competitive advantage in the market. Statistics show that, on average, companies using strategic management are more successful. Google's headquarters in Mountain View,......

Words: 2137 - Pages: 9

Google

...1) In 2013 Google was the leading Internet search firm. Google owned 67 percent market share in search from home and work computers and a 97 percent share of searches performed by mobile devices. The two main competitors for Google in the search engine industry for market share is Microsoft Corporation’s Bing and Yahoo Inc.’s search. (Blystone, 2015). Google is well known and a leader in the search engine industry that the company became a verb. When people search for something on the Internet such as for a recipe they say, “ I goggled the recipe” (Blystone, 2015). The competition in the search engine industry for Google does come from the two related search engines yahoo search and Bing. However, the major competition in the search engine industry stems from searches with in websites and apps that offer more than just searches, such as Amazon, Inc. and Facebook, Inc. For example, Facebook Inc.’s CEO Mark Zuckerberg articulated that the company’s assets could be used to compete with search engines. Facebook Inc. can compete with search engines by the website uniquely being positioned to answer questions people may have such as, what sushi restaurants my friends have been to recently and liked? These query-based searches that can be done on Facebook potentially offer consumer something they could not do anywhere else (Blystone, 2015). Apple Inc. also created feature and operating system on their iPhone, iWatches, and Apple TV Siri that acts as a virtual personal assistant.......

Words: 2270 - Pages: 10

Google

...Google Inc. is an American multinational technology company specializing in Internet-related services and products. These include online advertising technologies, search, cloud computing, and software.[7] Most of its profits are derived from AdWords,[8][9] an online advertising service that places advertising near the list of search results. Google was founded by Larry Page and Sergey Brin while they were Ph.D. students at Stanford University. Together they own about 14 percent of its shares but control 56 percent of the stockholder voting power through supervoting stock. They incorporated Google as a privately held company on September 4, 1998. An initial public offering followed on August 19, 2004. Its mission statement from the outset was "to organize the world's information and make it universally accessible and useful,"[10] and its unofficial slogan was "Don't be evil".[11][12] In 2004, Google moved to its new headquarters in Mountain View, California, nicknamed the Googleplex.[13] In August 2015, Google announced plans to reorganize its interests as a holding company called Alphabet Inc. When this restructuring took place on October 2, 2015, Google became Alphabet's leading subsidiary, as well as the parent for Google's Internet interests.[14][15][16][17][18] Rapid growth since incorporation has triggered a chain of products, acquisitions and partnerships beyond Google's core search engine. It offers online productivity software including email (Gmail), a cloud......

Words: 5049 - Pages: 21

The Google Books Settlement

...MGT 640 Unit 3 – Case Analysis The Google Books Settlement Rhonda Y. Smith-Gullette California Intercontinental University (CalU) MGT 640 Jan 24, 2016 Dr. Ebenezer A. Robinson Abstract This week’s case titled The Google Books Settlement will be the subject of this case analysis. This case analysis will discuss Google US Corporation: good or bad, fair use doctrine, and Libraries that back project the Google Books Project. This case analysis will conclude with a recommendation and a conclusion that will recap the major points of this analysis. Overview People do not read as much anymore. There are other options. YouTube streams videos on every topic imaginable. “Steve Jobs noted people don’t read anymore” (Laudon & Traver, 2012). “Forty percent of the people in the U.S. read one book or less last year” (Laudon & Traver, 2012). This is due to the numerous options of acquiring data and information. People are still being educated so what is being used in lieu of books? “e-book sales exploded in 2010, growing from 0.6% of book sales in the United States in 2009 to 6.4%” (Laudon & Traver, 2012). In 2002 Google began a digital library. The same way Pandora and The Pirate Bay benefited from advertising, Google did also. Problems arose when Google sought go put information on their servers that did not belong to them which brings up copyrighted issues. No royalties or fees were paid and this started Googles problems. Lawsuits were filed. ......

Words: 1457 - Pages: 6

Google

...by 100 zeros’ (Google, 2016), which shows their mission to seemingly organize an infinite amount of information on the web. In August 1998 Larry and Sergey received $100,000 check from their first investor Andy Bechtolsheim the founder of Sun CO, to an entity that doesn’t exist yet a incorporation known as google. Later in the same year on September 4, the company files for incorporation and setup a workspace in a Garage on Santa Margarita Ave. California. (Google, 2016), the new established company opened its first bank account to deposit Andy’s check. On the same month Larry and Sergey’s hired their first employee Craig Silverstone who is a computer science Ph.D. candidate. Since 2014 Google has moved to its current headquarter in Mountain View, California under the nickname of Googolplex. Current CEO: Sunder Pichai (Riely, 2016). Today Google is a multinational technology corporation that is specializing in the Internet and Internet related services as well as other products. The acquisitions and partnership that Google made throughout the years have giving the incorporation a rapid growth and has triggered a chain of products beyond its main core search engrain, today google offers to the customers a large variety of products and services such as: Online productivity software (Google Docs) including email (Gmail), a cloud storage service (Google Drive) and a social networking service (Google+). Desktop products include applications for web browsing (Google Chrome),......

Words: 3528 - Pages: 15

Google

...explanation of Google……………….…… P. 3 ii. Marketplace assessment of current online microenvironment. …………………………..… P. 4-6 iii. SMART Objectives………………….…………. P. 7-8 iv. Target group of Google Inc…………………...... P. 8 v. Digital Strategies adopted by Google Inc ……… P. 9-11 vi. Evaluation of existing Digital strategies……...…P. 11-13 vii. Conclusions…………………………………..… P. 14 viii. References……………………………………… P. 15-16 Brief explanation of Google Google is an American large business company and software corporation, which operating in several countries around the world. To be more precise, Google specializes in Internet research, cloud computing and advertising technologies. Google develops a huge number of internet-based services and products and its main source of revenue coming from advertising through its Adwards program, which includes local, national and international distribution. Google began as a research project in March 1996 by Larry Page and Sergey Brin, who graduated their PhD Degree from the University of Stanford in California and firstly it based in a fellow student’s garage in Menlo Park in California. In their research, Larry Page and Sergey Brin came up with a plan in order to make a search engine which contains websites according to the number of other websites that linked to that site. The domain google.com was registered on September 14th 1997 and Google began its operation in September of 1998. Also, it must be stressed that Google sold......

Words: 4490 - Pages: 18

Google

...begin collaborating on a search engine called BackRub. * BackRub operates on Stanford servers for more than a year—eventually taking up too much bandwidth to suit the university. 1997 * Larry and Sergey decide that the BackRub search engine needs a new name. After some brainstorming, they go with Google—a play on the word “googol,” a mathematical term for the number represented by the numeral 1 followed by 100 zeros. The use of the term reflects their mission to organize a seemingly infinite amount of information on the web. Back to top 1998 August * Sun co-founder Andy Bechtolsheim writes a check for $100,000 to an entity that doesn’t exist yet: a company called Google Inc. September * Google sets up workspace in Susan Wojcicki’s garage at 232 Santa Margarita, Menlo Park. * Google files for incorporation in California on September 4. Shortly thereafter, Larry and Sergey open a bank account in the newly-established company’s name and deposit Andy Bechtolsheim’s check. * Larry and Sergey hire Craig Silverstein as their first employee; he’s a fellow computer science grad student at Stanford. December * “PC Magazine” reports that Google “has an uncanny knack for returning extremely relevant results” and recognizes us as the search engine of choice in the Top 100 Web Sites for 1998. Back to top 1999 February * We outgrow our garage office and move to new digs at 165 University Avenue in Palo Alto with just eight employees.......

Words: 11054 - Pages: 45

Elektrische Keramik | Economics - 1644 Words | 3 5 2012-11-11The Walking Dead - Say the Word