《国家利益》9/10月合刊2001年12月,谷歌将公司哲学以“清单”的形式贴在自己的网站上,其中一条写道:不会为赚钱而作恶。但事实上,这家公司一直在为钱而忙碌。为了实现盈利,谷歌不仅要提供强大的搜索结果,还要引入广告。当时,搜索链接广告市场被另一家新兴公司Overture控制,该公司与主要门户网站如雅虎、AOL等合作良好。谷歌的广告系统AdWords比Overture高级,但是互联网公司担心在自己的网站运行谷歌搜索引擎后,谷歌可能会为流量而跟它们竞争。为此,谷歌作出保证称不会涉足对方的市场。这样的策略十分奏效,2002年,谷歌与主要互联网公司签订了广告合同,Overture不久被雅虎收购。随着实力的增强,谷歌除了最初的搜索领域,还涉足了包括电子邮 “National Interests” September / October Joint Issue In December 2001, Google posted the philosophy of the company on its website in the form of a “list”, one of which states: No evil will be done to make money. But in fact, the company has been busy with money. In order to achieve profitability, Google not only provide powerful search results, but also the introduction of advertising. At that time, the search-link advertising market was dominated by another startup, Overture, that worked well with major portals such as Yahoo and AOL. Google’s advertising system, AdWords, is superior to Overture, but Internet companies are worried that after running Google’s search engine on their site, Google may be competing with them for traffic. To this end, Google made a pledge to not set foot in each other’s market. Such a strategy worked well. In 2002, Google signed an advertising contract with major internet companies and Overture was acquired by Yahoo soon. As the strength increases, Google in addition to the initial search area, but also set foot in, including e-mail