The Google Way

Google Post-Recession: Stronger but More Cautious

Google will probably resist this recession, and this period may give Google an opportunity to strengthen its dominant position in the market for online advertising and to create new revenue-producing services. Nevertheless, the economic crisis should remind Google that, despite its near-term successes, its economic model, based almost solely on advertising, is highly sensitive to economic changes. This time Google should get a pass, but that won't always be the case. Google needs to diversify its income sources in the same way that all major US companies did in the wake of the Great Depression.

The recession will force Google to rethink, restructure, and reorganize. Some efforts will be welcomed, ...