The Journey to Re-enter the Chinese Market: A Google Case

Peng Lu & Saber Mejaat

Student thesis: Master thesis


With the failure of complying with institutions, Google exited the Chinese market in 2010. To re-enter this potential biggest market, Google launched the Dragonfly project in 2018, a search engine that is compatible with the Chinese government’s censorship. The purpose of the study is to initiate strategies in terms of marketing, institutions and culture for its re-entry to the fierce competition of the technological environment and to investigate into the issue from consumers’ perspective. Presumably, millions of Chinese internet users vary in terms of awareness and attitude towards Google’s re-entry. This study explores the proper position for Google to cope with institutions and competitions in China’s business and culture context. It is specifically a case study of Google based on two surveys’ results from potential consumers of specific age ranges. The primary data from the survey demonstrates respondents’ searching engine using behavior and the existence of an information gap between the accessible information and desired information. Additionally, a certain percentage of respondents maintain a neutral or negative stance towards censorship and Google’s cultural impact. An analysis is further conducted to analyze how Google could collaborate with mobile phone producers, cope with institution systems and adapt to local culture. Therefore, by working with potential partners and adapting its offer to the market, the company might be able to succeed in starting again to re-enter the Chinese market. However, applying all these principles require both excellent timing and a great understanding of the market, as well as an exceptional relationship with the local institutions.

EducationsMSc in International Marketing and Management, (Graduate Programme) Final Thesis
Publication date2019
Number of pages117