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Evolution of the Search Engine in Developed and Emerging Markets

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  • Leslie S. Hiraoka

    (School of Management, Marketing and International Business, Kean University, Union, NJ, USA)

Abstract

The search engine has evolved into a dynamic, information and marketing channel in both developed and emerging countries because of its ability to provide relevant and useful information to the searcher. However, due to language, cultural, and government-imposed barriers, major U.S. search engines, compared to their counterparts in multinational manufacturing, encountered considerable difficulty in competing for Asian markets against indigenous firms that provided censored links to websites approved by the government. This has become critical for these high-tech firms that need to expand abroad because their markets are maturing at home. The dispute on Internet censorship between the United States and China has reached the highest diplomatic offices in both countries and this could lead to bilateral negotiations whereby U.S. search engines are permitted to establish unfettered commercial operations in China.

Suggested Citation

  • Leslie S. Hiraoka, 2014. "Evolution of the Search Engine in Developed and Emerging Markets," International Journal of Information Systems and Social Change (IJISSC), IGI Global, vol. 5(1), pages 30-46, January.
    • Handle: RePEc:igg:jissc0:v:5:y:2014:i:1:p:30-46
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