Ivey Publishing
DuckDuckGo: Reinventing the Internet Search
Product Number:
Publication Date:
Revised Date:
07/03/2019 (Format Change)
10 pages (8 pages of text)
Product Type:
Case (Field)
DuckDuckGo, a late entrant in the search engine industry, was founded in 2008 by Gabriel Weinberg with the main purpose of protecting users' online privacy and raising the standard of trust online. DuckDuckGo earned a reputation for being the search engine that doesn’t track you, and despite initial hurdles, by 2017, it had emerged as one of the top 10 search engines in the world. DuckDuckGo had managed to successfully leverage increasing privacy concerns amid accusations of tracking made against other search engines. Weinberg was now contemplating how to compete against organizations with massive resources and reach the maximum number of people who were concerned about privacy yet unaware of the existence of his search engine.
Learning Objective:
This case can be used in an undergraduate or MBA program in a strategic management course. It should be taught after the class has been apprised of the basic concepts of strategic management, such as internal analysis, external analysis, competitive advantage, sustainable competitive advantage, strategic positioning, and business level strategy. Working through the case and assignment questions will give students the opportunity to understand the following:
  • the concept of strategic positioning and its importance for businesses in the twenty-first century;
  • the application of blue ocean strategy;
  • the means to gain and sustain competitive advantage; and
  • a firm’s use of the judo strategy to compete against well-established competitors.
General Management/Strategy,  Entrepreneurship,  International
Information, Media & Telecommunications
United States, Medium, 2017
Intended Audience:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
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