The Bing Dilemma: What to Do with the Little Search Engine that Can’t

January 9, 2014
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Press Room > | Media Coverage | > The Bing Dilemma: What to Do with the Little Search Engine...

The challenge that Microsoft faces in the online search landscape could be a business school case study: how to capture market share from a competitor whose very brand (“Google”) has become synonymous with the act of searching online.

Imagine that you are the person at Microsoft responsible for Bing’s success and are tasked with moving the needle on market share. It seems to me you’d have three basic strategic options: out-feature the competition, develop the brand and go on the attack.

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