The case study documents the history and growth of Google from its start up to early 2009. A number of important strategic events over its history are considered within the case study such as: its founders Larry Page and Sergey Brin, the struggling early internet search companies, forming a strategic partnership with Yahoo, building a better business model, its reaction to 9/11, and entering China. The case study seeks to address a number of strategy questions such as: How does Google formulate and implement strategy? How did Google's business model evolve? How does Google make ethical strategic decisions within its quest to organise the world's information?