İnternet Sektöründe Satın Alma Çeşitlendirme Stratejisi: Google Inc. Örneği

İşletmelerin büyüme stratejilerinden birisi de diğer işletmeleri satın almaktır. Büyüme, işletmenin esas faaliyet alanı ile ilgili olabilirken, farklı sektörlerden farklı faaliyet alanlarını da içerebilmektedir. 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.

Diversification Strategy in Internet Industry: Google Inc. Example

One of the growth strategies for firms is to buy other firms. Growth either may be related to mainbusiness area of firm or different fields from different sectors. This study examines the acquisitionstrategy of Google Inc. which is an important company in the oligopolistic internet industry with alimited number of operators (Amazon, Google, Microsoft, Facebook, etc.). Between the years of2001-2017, 177 acquisitions were examined in this research,. As a result of this review, it appears thatGoogle Inc. has acquired firms that manufacture in different technological areas. However, thoseacquisitions increased ability of generating revenues from its core business. Consequently, among 177acquisitions, constrained-related diversification model is most frequently observed strategy which isaimed to increase performance of main business.

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