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Google Inc. is an American technology
company that specializes in Internet-related
services and products. These include search, software, hardware and online
advertising. Google was founded in 1998 by Larry Page and Sergey Brin while they
were students at Stanford
University, in California. Both of them thought that it would be a good idea to make
the company a conglomerate and
together both of them own about 14 percent of its shares, and control
another 56 percent of the stockholders through a process of voting (like a
democracy), in other words there is not one owner of google many people have
shares in the company. They try and appeal to everyone as they are the biggest
search engine in the world. However, for Google, the main target markets are established business advertisers.
They designed a searchable database and matrix to favor big business and
established merchants with brand recognition, to create a larger audience for
the companies, which would essentially create a much larger gross profit.
They’ve developed viral marketing and have attracted the attention of all
sources of media for promotions both paid and free. This has provided them with
a top dollar, revenue gaining advertising medium, yet they are disguised as an
Internet search engine to the web surfer. They continue to develop more
Internet advertising opportunities and technology to increase revenues from
advertisers. Alphabet Inc. is a multinational conglomerate, which was created
in October 2015. It is the parent company of google including other google
subsidiaries. Alphabet Inc. is owned by Larry page and Sergey Brin, who are the
founders of google itself. This parent company was built to keep everything
about google intact. The organization process through google is key to keeping
them on track and has already brought them to where they are today. The order
of power is simple as this Alphabet Inc.> Google > YouTube, Google Global,
Jigsaw and all other Google subsidiaries. Google’s market dominance has led to
prominent media coverage, including criticism of the
company over issues such as high numbers of tax payment, search
neutrality, copyright, censorship of search
results and content, and privacy. Other criticisms
include alleged misuse and manipulation of search results, its use of others’ intellectual
property, concerns that its compilation of data may violate
people’s privacy, and the energy
consumption of its servers, as well as concerns over traditional business issues such as
its monopoly effect . Google has
been involved in a number of lawsuits including the ‘High-Tech Employee Antitrust Litigation’ which
resulted in Google being one of four companies to pay a $415 million settlement
to employees. On June 27, 2017, the company received a record fine of €2.42 billion from the European Union for
“promoting its own shopping comparison service at the top of search
results.” Alphabet, Google’s parent company, made a profit of $2.5 billion
(€2.2 billion) in the first six weeks of 2017 alone. The real impact of the
ruling is that Google must stop using its dominance as a search engine to give
itself the edge in another market: online price comparisons.” The company
disputed the ruling, as they realized that they are one of the biggest
advertising companies in the world right now.  

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