Abstract :
The world of Google seems such a fertile place, bursting with creativity in its ever-expanding population of Web tools and services. But this simple, colourful, unassuming hemisphere is backed with a murkier side, crawling with troubled, critical users and vexed regulators, legislators and watchdogs. On closer inspection, and for all its brand perfection, Google´s corporate remit is difficult to define. Can the two sides be reconciled? Indeed, does Google??s world reveal the shape of corporate strategies to come?
