CM article - Google: Value driver of one of the most innovative companies 2013 (2017 Update)

This case study aims to analyze the intangible assets that act as the value driver of the American tech giant, Google. In this case study three crucial intangible assets are identified. Google’s strategy is to leverage different business units based on its leading technology and data management, and create a unique, innovative work culture. A solution is provided on how to extract more value from the intangible assets within the company. This case study has analyzed the situation of Google until 2013, however at the end of the case study there is a chapter updating the case study to 2017.1. Company OverviewGoogle Inc. is an American based multinational corporation specializing in Internet-related services and products, including search, cloud computing, software and online advertisin