There’s an interesting section of In The Plex which details quite how much Microsoft’s Steve Ballmer hated Google. From pg 282-283:
Just how intensely Microsoft’s CEO, Steve Ballmer, despised his competitor to the south became clear in depositions that would be filed in the Lee lawsuit. The year before, in November 2004, a top Microsoft executive named Mark Lucovsky had gone to Steve Ballmer with the unwelcome news that he was leaving Microsoft. “ Just tell me it’s not Google ,” said Ballmer, according to Lucovsky’s sworn testimony. Lucovsky confirmed that it was indeed Google. Lucovsky testified that Ballmer went ballistic: “Fucking Eric Schmidt is a fucking pussy! I’m going to fucking bury that guy! I have done it before and I will do it again. I’m going to fucking kill Google.” (The reference to having “done it before” seemed to refer to Microsoft’s anticompetitive actions during the browser war, when Schmidt was aligned with the Netscape forces.) For good measure, Ballmer threw a chair across the room, according to Lucovsky. (Ballmer would later say that Lucovsky’s account was exaggerated, but the CEO’s denials were not made under oath.)
The competition between Microsoft and Google is easily explicable in terms of the dynamics of a number of intersecting markets, with their respective positions within them changing as a result of their rivalry, in the process contributing to the transformation of the markets themselves.
But what makes this a matter of grievance? It’s an interesting question to ask what influence personal antagonism exerts over inter-organisational conflict. Is it a product of this organisational competition? Is it a driver of this competition? Or is it both: does the organisational conflict (continently) lead to personal antagonism, by creating situations in which it thrives, which in turn amplifies the organisational conflict, by introducing personal animus into corporate decision making?