Roger Clarke a lecturer who taught some e-business classes I was in was an undergraduate, has written several papers on Google, including What's Google Really Up To?

Two points relevant to strategy are regarding competitive position and potential futures of Google.

Competitive position. Discussion of cross-leveraging of business units. Competitive advantage through leverage of legal (copyright) and proprietary knowledge of consumers. Forces include changing consumer expectations towards information availability and attitudes to information gathering.

Future of Google. Will commercial challenges damage the value that people derive from Google. Will this be a destructive conflict?