Diversification Strategy in Internet Industry: Google Inc. Example

İşletmeler için büyüme stratejilerinden birisi diğer işletmeleri satın almaktır. Büyüme, işletmenin esas faaliyet alanı ile ilgili olabilirken, farklı sektörlerden farklı faaliyet alanları ile ilgili de olabilmektedir. Bu çalışmada sınırlı sayıda işletmenin (Amazon, Google, Microsoft, Facebook gibi.) oluşturduğu oligopol bir yapıya sahip internet sektöründe önemli bir şirket olan Google Inc.’nin satın alma stratejisi incelenmiştir. 2001 ve 2017 tarihleri arasında 177 adet satın alma işlemi incelenmiştir. Bu inceleme sonucunda Google Inc.’nin farklı teknolojik alanlarda üretim yapan işletmeleri satın aldığı fakat bu satın almalar sonucunda esas faaliyet alanında elde ettiği gelirleri artıracak yeteneklere sahip olduğu görülmektedir. Sonuç olarak, seçilen Google örneğinde 177 satın alma arasında “kısıtlı ilişkili çeşitlendirme” modeli, temel işin performansını arttırmaya yönelik en sık gözlenen strateji olarak belirlenmiştir.

Anahtar Kelimeler:

Satın alma, çeşitlendirme stratejisi, internet sektörü

Diversification Strategy in Internet Industry: Case of Google Inc.

One of the growth strategies for business is to buy other businesses. Growth either may be related to main business area of firm or different fields from different sectors. This study examines the buying strategy of Google Inc. which is an important company in the internet industry with an oligopolistic structure created by a limited number of operators (Amazon, Google, Microsoft, Facebook, etc.). Between the years of 2001 and 2017, 177 acquisitions were examined. As a result of this review, it appears that Google Inc. has acquired businesses that manufacture in different technological areas. However, those acquisitions increased abilities of generating revenues from its core business. Consequently, among 177 acquisitions, constrained-related diversification model is most frequently observed strategy which is aimed to increase performance of main business.

Keywords:

Acquisations, diversification strategy, internet sector,

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