Essay on Google at the Forge of a Publishing Revolution
Google Inc. is poised to ignite a technological revolution in publishing, a revolution that will establish the company as a leader in the publishing industry. This thesis will be supported by applying existing theories on industry and organisational life cycles, technology, and business strategy to the current state of the publishing industry vis-à-vis internal factors at Google.
Google Inc. is strategically poised to ignite a technological revolution in the publishing industry, a move that will permit Google, already proclaimed as the top search engine in the world (Piper 2004), to become the dominant player in the electronic publishing, or e-publishing, industry and a major force in the broader publishing industry.
Importance of the Topic
Today, the world is witnessing the beginnings of a technological challenge to traditional ‘paper and ink’ publishing. This challenge, which is not unlike that posed by Internet enterprises to traditional ‘brick and mortar’ retail establishments, banks, and service organisations, is being led by Google Inc.
Based on a theoretical foundation, this research will explore the convergence of new technologies and organisational factors that Google is strategically leveraging to revolutionise publishing and to achieve leadership status in the publishing industry.
Theoretical Base for the Research
Research will be based on industry and organisational life cycle theories as well as classic technology theory and its relevance to the life cycle theories and business strategy. Industry life cycle theory suggests that industries pass through a series of stages which affect factors such as competition, consumer demand, and strategy. Organisational life cycle theory suggests that all organisations evolve through a typically predictable set of sequential stages in which their thinking and behaviour change. The concept of technology in this context refers to the methods and mechanisms that organisations use to transform inputs into outputs. The application of technology, through the implementation of organisational strategies, can…
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Tags: e-publishing, Google, publishing industry, research, revolution, technology
