Google is clearly defined as a Tech company, and innovation isrecognized as a way of work. Many tactics are incorporated within the culture of the company to allow for innovative ideas and products.
Google has focused onacquisitions and diversification of their products and services in the past years. They have been very successful at integrating and “Googlelizing” its platforms, takingadvantage of the synergistic effects between them. Although its main stream of revenues is advertisement, Google has acquired over 90 companies since 1994 and hasspent over 1.1 billion dollars on acquisitions in the year 2010.
What drives Google into diversity and overwhelming acquisitions is the need for users,developers, technology and data.
Google is likely to maintain its leadership unless there is a complete technology redefinition. Google dedicate most of their timeto identify and anticipate risks before any competitor finds the weakness; they debate openly and work on it with the innovation machine organization they became.