Elisa Ciuffarella

Political Risk in Asian Markets: the Saga of Google in the Chinese Internet Economy Elisa Ciuffarella

In 2006, the Google Corporation appeared in China with google.cn. The business model of Google, as a search engine corporation, is looked at in China from the point of view of market share, revenue streams, profit and loss, and competition from Chinese search engine rivals. This work also explores the Google experience in China by using well established concepts of corporate goodwill and corporate reputation. Like many multinational corporations in China, Google may have underestimated political risk when entering the Chinese Internet economy, and/or, was unprepared for unlevel playing field.