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A Strategic Perspective on Search Engines: Thought Candies for Practitioners and Researchers

Search engines, such as Google and Yahoo! Search, are more than just portals or information tools. In fact, they are agents of a transformation that is making the business environment more transparent, and thus, potentially more competitive. This new environment is creating opportunities and challenges for businesses of every stripe. In this paper, we explore the following topics:

(1) what are search engines exactly,

(2) what businesses can do with search engines,

(3) how are, and how should, senior executives be viewing the strategic impact of search engines, and

(4) what are some important research issues for academics and practitioners that would help us gain a better understanding of the strategic impact of search engines.

© 2009 Direct Marketing Educational Foundation, Inc. Published by Elsevier B.V. All rights reserved.

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