answer the questions given at the end.

Case Study 3.1 Innovation at Google Context In addition to being the largest search engine on Earth, mediating the searches of tens of billions of searches daily, Google is a great example of continuous inno- vation in its digital services. All involved in managing digital business should follow Google to see the latest approaches its trialling. Google's mission Google's mission is encapsulated in the statement 'to organize the world's information... and make it uni- versally accessible and useful.' Google explains that it believes that the most effective, and ultimately the most profitable, way to accomplish its mission is to put the needs of its users first. Offering a high-quality user experience has led to strong word-of-mouth promotion and strong traffic growth. Notable tenets of the Google philosophy are: Focus on the user and all else will follow. It's best to do one thing really, really well. You can make money without doing evil. Further details on the culture and ethics of Google are available at www.google.com/intl/en/corporate/ten- things.html. Putting users first is reflected in three key commit- ments in the Google SEC filing: 1 We will do our best to provide the most relevant and useful search results possible, independent of financial incentives. Our search results will be objective and we will not accept payment for inclu- sion or ranking in them. 2 We will do our best to provide the most relevant and useful advertising. Advertisements should not be an annoying interruption. If any element on a search result page is influenced by payment to us, we will make it clear to our users. 3 We will never stop working to improve our user experience, our search technology and other important areas of information organization. In the investor relations SEC filing, the company explains 'How we provide value to our users': We serve our users by developing products that quickly and easily find, create, organize, and share