Google unifies European strategy

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Google has decided to unify its two separate European arms in order to address the combatative regulatory landscape in Europe.

The move will see Google vice president, Matt Brittin taking over the day-to-day running of the new business after previously leading the company’s northern and western European arm.

Brittin who will be based in London, said in speech in Brussels that, "one structure will enable the company to respond better to local conditions and opportunities."

The change of tact in Europe has come about due to concerns over issues such as tax avoidance and commercial dominance in several European states which the company feels may damage its image.

Further issues are set to hit Google with the EU Commission reopening its antitrust inquiry into Google’s search engine.

Richard Holway, chairman of TechMarketView, said to the Financial Times: "You can’t always be unconventional, this is part of Google growing up. It’s adopting the same sort of corporate structure that has been tried and tested in Europe."

Google certainly has a number of issues to face across Europe and the UK, where George Osborne, Chancellor of the Exchequer has announced plans to introduce a new tax on multinationals. The move stems from a public backlash aimed at companies which used questionable tax regimes.

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