Can Google Outsell Amazon and eBay?
by: Alistair Barr and Rolfe Winkler
May 20, 2015
Click here to view the full article on WSJ.com
TOPICS: Internet
SUMMARY: Google will launch buy buttons on its search-result pages in coming weeks, a controversial step by the company toward becoming an online marketplace rivaling those run by Amazon.com and eBay.
CLASSROOM APPLICATION: Students can evaluate Google's rationale for launching buy buttons on search-result pages and responses by retailers to Google's move.
QUESTIONS:
1. (Introductory) Why is Google launching buy buttons on search-result pages? What is it doing so on only mobile device searches?
2. (Advanced) What are retailers' concerns about Google move? What is Google doing to mollify the concerns of retailers? Are retailers who offer products on "Shop on Google" made better off by Google's move?
3. (Advanced) The article notes that Google's buy buttons on search-result pages represents a delicate balance for the company. What is the delicate balance?
Reviewed By: James Dearden, Lehigh University
Labels: Game Theory, e-business
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