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

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  • Rangaswamy, Arvind
  • Giles, C. Lee
  • Seres, Silvija

Abstract

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.

Suggested Citation

  • Rangaswamy, Arvind & Giles, C. Lee & Seres, Silvija, 2009. "A Strategic Perspective on Search Engines: Thought Candies for Practitioners and Researchers," Journal of Interactive Marketing, Elsevier, vol. 23(1), pages 49-60.
    • Handle: RePEc:eee:joinma:v:23:y:2009:i:1:p:49-60
    DOI: 10.1016/j.intmar.2008.10.006
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    References listed on IDEAS

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    1. Steve Lawrence & C. Lee Giles, 1999. "Accessibility of information on the web," Nature, Nature, vol. 400(6740), pages 107-107, July.
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    Cited by:

    1. Abou Nabout, Nadia & Skiera, Bernd, 2012. "Return on Quality Improvements in Search Engine Marketing," Journal of Interactive Marketing, Elsevier, vol. 26(3), pages 141-154.
    2. repec:ipg:wpaper:24 is not listed on IDEAS
    3. Abou Nabout, Nadia & Lilienthal, Markus & Skiera, Bernd, 2014. "Empirical Generalizations in Search Engine Advertising," Journal of Retailing, Elsevier, vol. 90(2), pages 206-216.
    4. repec:ipg:wpaper:2013-024 is not listed on IDEAS
    5. Alenka Lena Klopcic & Jana Hojnik & Stefan Bojnec & Drago Papler, 2020. "Global Transition to the Subscription Economy: Literature Review on Business Model Changes in the Media Landscape," Managing Global Transitions, University of Primorska, Faculty of Management Koper, vol. 18(4 (Winter), pages 323-348.
    6. Aswani, Reema & Kar, Arpan Kumar & Ilavarasan, P. Vigneswara & Dwivedi, Yogesh K., 2018. "Search engine marketing is not all gold: Insights from Twitter and SEOClerks," International Journal of Information Management, Elsevier, vol. 38(1), pages 107-116.
    7. Tuulia Nikunen & Martti Saarela & Eeva-Liisa Oikarinen & Matti Muhos & Lari Isohella, 2017. "Micro-Enterprises’ Digital Marketing Tools for Building Customer Relationships," Management, University of Primorska, Faculty of Management Koper, vol. 12(2), pages 171-188.
    8. Jukka Ruohonen & Sami Hyrynsalmi, 2017. "Evaluating the use of internet search volumes for time series modeling of sales in the video game industry," Electronic Markets, Springer;IIM University of St. Gallen, vol. 27(4), pages 351-370, November.
    9. Winer, Russell S., 2009. "New Communications Approaches in Marketing: Issues and Research Directions," Journal of Interactive Marketing, Elsevier, vol. 23(2), pages 108-117.
    10. Joseph, Kissan & Babajide Wintoki, M. & Zhang, Zelin, 2011. "Forecasting abnormal stock returns and trading volume using investor sentiment: Evidence from online search," International Journal of Forecasting, Elsevier, vol. 27(4), pages 1116-1127, October.
    11. Sirdeshmukh, Deepak & Ahmad, Norita B. & Khan, M. Sajid & Ashill, Nicholas J., 2018. "Drivers of user loyalty intention and commitment to a search engine: An exploratory study," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 71-81.
    12. Zhang, Xubing & Jiang, Bo, 2014. "Increasing Price Transparency: Implications of Consumer Price Posting for Consumers' Haggling Behavior and a Seller's Pricing Strategies," Journal of Interactive Marketing, Elsevier, vol. 28(1), pages 68-85.
    13. Mohamed Arouri & Amal Aouadi & Philippe Foulquier & Frédéric Teulon, 2013. "Can Information Demand Help to Predict Stock Market Liquidity ? Google it !," Working Papers 2013-24, Department of Research, Ipag Business School.

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    Keywords

    Search engines; Business impact;

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