The Strategy of Google

Google's Strategic Model: The Role of Complementors
Foo K T, Director, Malaysia
The Delta model also suggest that complementors are also important in the bonding (e.g. Microsoft and its army of application providers, besides the program writers).
What are the complementors of Google's strategy: the advertisers. You may want to explore this topic further by reading the latest Fortune magazine where they position Google's dominant advertising activity as the "cash cow", whilst awaiting the new investments to show their potential - rather synonymous to the BCG matrix.

What Strategic Model does Google Use?
Foo K T, Director, Malaysia
In the latest Fortune magazine, "Facebook versus Google", there is some interesting light on their "feud" in the social needs market and ultimately "control" of advertisers.
Previously Google's strategy was easy going, a bottom up approach, but with this new competition, the magazine reports a more top down approach in its strategy.
The new Google+ (after several attempts in the past) will impact and consolidate their strategy approaches to the next wave of their offerings, particularly in the Android platform, which will challenge Apple and Microsoft.