Imprinting Semi‐Organic Growth
George T. Geis · 2015
Google's acquisition of Applied Semantics in 2003 was a watershed transaction in that it imprinted on Google a methodology for accelerating growth through an alchemic-type reaction. This chapter provides a history of the Applied Semantics deal and how the acquisition led to the creation of AdSense, which grew into a highly significant service within Google. The distinguishing characteristics of semi-organic growth are described, and the importance of deal complementary is detailed. Some challenges associated with semi-organic growth are presented.