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Creating sustainable competitive advantage in the German B2B lending business: the case study of Google llc
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This thesis examines Google´s patterns in leveraging its competitive advantage into new markets. In 2018, Google made headlines in Germany when it introduced its payment solution, Google Pay, to the market. Despite some challenges in the lending market, the study demonstrates how Google can use its resources to acquire sustainable competitive advantage in the German B2B lending market. The analysis and interviews showed that Google has the potential for a sustainable competitive advantage through its unique organisational resources. The study explores Google´s capabilities and identifies the platform concept as Google´s market strategy for the German B2B lending market.
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Sustainable competitive advantage Resources Differentiation Platform