Appendix 1: Company Cases 539 docs. After all, this is the company that wants to make available online every page of every book ever published. Smaller-gauge ideas die of disinterest. When it comes to innovation, Google is different. But the difference isn't tangible. It's in the air in the spirit of the place Questions for Discussion 1. Identify major similarities and differences between the new product development process at Google versus that found at most other companies. 2. Is Google's product development process customer cen- tered? Team based? Systematic? 3. Considering the product life cycle, what challenges does Google face in managing its product portfolio? 4. Is there a limit to how big Google's product portfolio can grow? Explain. 5. Will Google be successful in markets where it does not dominate, such as social networks and app/entertainment stores? Why or why not? Sources: Robert Hof, "Meet the Guy Who Helped Google Beat Ap- ple's Siri," Forbes, May 1, 2013, www.forbes.com/sites/roberthof/ 2013/05/01/meet-the-guy-who-helped-google-beat-apples-siri/; "Covario Finds QI Global Paid Search Spending Grew 33 Percent over Last Year," March 28, 2013. www.marketwatch.com/story/ covario-finds-q1-global-paid-search-spending-grew-33-percent-over- last-year-2013-03-28; www.karmasnack.com/about/search-engine. market share/, accessed May, 2013; Matt Lynley, "Here Are the 17 Radical Ideas from Google's Top Genius Conference That Could Change the World," Business Insider, February 11, 2012, www.businessinsider .com/here-are-the-17-radical-ideas-from-googles-top-genius-conference- that-could-change-the-world-2012-2?op=1#ixzz21TPojmMs: Chuck Salter, "Google: The Faces and Voices of the World's Most Innovative Company," Fast Company, March 2008, pp. 74-88; "World's SO Most Innovative Companies," Fast Company, March 2013, www.fastcompany .com/section/most-innovative companies-2013: Lance Ulanoff, "This Is Why Google Glass Is the Future," Mashable, May 1, 2013, www mashable.com/2013/04/30/google-glass-future/; and www.google .com, accessed November 2013