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Google currently pursues the generic business level strategy of differentiation. Google offers many unique products and services to many different kinds of customers. By offering so many distinct products and services, Google is able to achieve a competitive advantage.

The Google web search engine, the company's most popular service, offers users a more reliable way to search. Google's web search engine has differentiated itself from competing search engines by utilizing a patented system called PageRank. PageRank delivers search inquiries by computing a recursive score of web pages based on the weighted sum of the PageRanks of the pages linking to them. This means that relevant web pages can be accessed based on a users search interest instead of based on how many times a search term occurs on a webpage which is how competing search engines work. The PageRank algorithm is constantly being updated to ensure the best search results possible. Also, employees

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