It is asserted by several researchers that the identity of the brand plays a crucial role within profits maximization within such manner of rivalry. Google has already attained success within this domain as the organizational name Google itself has been added in the globally renowned dictionaries . Moreover, it is to be considered that there are no regulations defined from the government till now which add to the benefits of Google as it suggest that the political environment can be manipulated with relative ease in order to meet their needs.
Microsoft and Yahoo are the only major players apart from Google and the shareholders of the associated market. Hence, the rivalry among the three organizations exist. However, the nations or United Nations can initiate to make trade barriers for the purpose of avoiding having oligarchy. Furthermore, it is evident that the competitors within the industry of search engine possess technologies that are similar and IT specialists within such organizations throughout the globe are continuously attempting to improve the technologies of search engine so that Google can remain the market leader in its domain and achieve incomparable position.