Growth Strategies – Case Study

Joanna Żukowska

Companies start their business concentrating on the market of the of their closest vicinity. Along with the growth of the enterprise activity on a given market and its saturation with their products, such companies ex-pand the reach of their territory and enter new markets in order to avoid stagnation. The expansion is of local nature at first and subsequently as-sumes the form of regional activity, to offer its products all over the coun-try in the end. For numerous companies this is the final stage of expan-sion, however, some of them do not stop at winning the domestic market, but start to offer their services overseas. Entities whose services or prod-ucts are available almost all over the world are called global companies. Such enterprises must approach the strategy of development, growth and competition in a different way. This paper discusses such issues, present-ing the case study of Google’s strategy.