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Google fired another salvo in its ongoing battle with Microsoft recently when it announced plans to offer an operating system based on its Chrome software. The two giants already face off in the areas of search engines and web browsers; Google's latest move shows the company is trying to tap the burgeoning market for netbook computers that exploit cloud computing. But going to war with a rival like Microsoft can be costly and risky - even for Google, says the associate professor of strategy. A more effective strategy would be to innovate and change the game. Google also might want to find a way to better monetize its newer technologies.
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