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worsen difficulties with satisfactory IP rights defence since IP laws, like patent laws and IP rights circumstances vary cross countries. With a great deal with IP, it is easy for it to get involved in litigation of intellectual property rights violations. The failure of the lawsuit will cost a large amount of compensation fees for Google and increase total costs. Also, Google trademarks are facing threat. Specifically, “Google” may change to a highly used term equivalent to “search”, resulting in loss of trademark protection and demise of brand recognition. This could happen to trade secrets property. The secrecy might be ignored by Google personnel or outsiders, bringing about less importance from these trade secrets (Google Inc, 2009).

 

Major Unidentified Risks

 

Technological risks

 

Technological uncertainty plays a fundamental role in the information technology age. The exceedingly developing technology put risks on information technology (IT) oriented companies, such as Google. Google is heavily dependent on IT and has set up a complicated IT infrastructure. To achieve the steadily growing technological infrastructure, according to yearly financial statements, Google has invested considerably in Research and Development (R&D) with annual growth rate of 120% from period 2003 to 2009 (2843 million) and its R&D employees grew to from 5,788 in 2007 to 7443 in 2009 (Google Inc, 2009). Even though, frequent technology innovation has produced lots of competitive new products and services which become key assets in business model, inefficient products amalgamation has not made all new products reach customers effectively. For example, most Google users have to employ the Google search engine to find new products due to unrecognition of new products rooted in Google’s websites. This time-consuming procedure could make customers switch to other quicker search engines, leading to disadvantage in customer relationship. Moreover, if a competitor, like Yahoo has launched better bridges between diverse products by exhibiting most products available on its homepage, it is possible of for Google to be defeated in the online battle (Datamonitor, 2009).

 

Operational risks

 

Customer relationship is the most significant asset in a customer-centric corporation. Being unable to deal with customer relationships successfully will put most serious risk on the firm. Google focuses on users including search users and Google Network members, providing the best probable experiences. Particularly, The Google Network members have contributed 31% of total revenues in 2008 and 30% in 2009 (Google Inc, 2009). However, Google did not identify that the network participants are capable of from consumers to competitors. The heavy dependence on Google Network members will initiate future operational losses. For instance, if some of the members end the contracts with Google and then transfer to rivals or their own search engine, the online c本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。