Google LLC was co-founded by Larry Page and Sergey Brin with an ambition to
organize and provide data compiled and stored on the internet for users to
access every time they needed it. Progressively the name “Google” developed and
was gaining attention across the globe as the best search engine and as brand
of internet. Later in 2004, the firm became public and for it to be able to raise
funds to achieve its future endeavours and to extend its technological and
customer base it started to issue an Initial Public Offering (IPO).
2015, Google reorganized various business actions to a multinational called
Alphabet Inc. providing Google to concentrate to the products and services it
provides as well as to satisfy the users’ needs. Ever since commencement, the firm
has witnessed massively nourished growth in almost every part; be it revenue
generated, market capitalization, number of personnel or profits.
its base as a search engine, Google has achieved a multinational technology
giant that not only provides search support online but also deals in a variety
of internet related products and services, namely; Google Maps, Google Docs,
Google Home, Gmail, Smartphone OS Android, Driverless vehicles, Google Energy, automated
machines using artificial intelligence, etc. Apart from these services, it has
also taken part in a series of acquisitions (Blogger, Applied semantics,
YouTube, Motorola mobility) and partnerships (AOL, GeoEye, and LG & Huawei
for its smartphone brand lines – Nexus and Pixel).
Page also known as Larry Page is a computer scientist and
with his knowledge and skill set was soon known as an internet entrepreneur. He is the backbone and an internal
disciplinarian who drives the force behind the company, giving it the ultimate
ambition and zeal of “open ideology”; the passion for creativity, and his democratic
leadership approach for constant and sustainable innovation to almost
everything that the business does currently. He has constantly been the silent
penultimate authority and the last decision maker inside Google.
is not just a company; it is an entirely new way of thinking.’ (Anderson, 2006,
as cited in Jarvis, 2011) Google has developed its ethics around the values of
creativity, openness, innovation, simplicity for the customer and building
connections throughout its journey. It has evolved from being a simple search
engine to actively participating and growing in every market segment possible.
Its decentralized approach helps enhance independence among employees and
channels them to think & perform more innovatively. Google’s search engine
ranks number 1 on the Alexa index, thereby proving to be the giant in the
world of search engines. In fact, the term ‘Google’ has evolved to become a
synonym to ‘internet’ where we often find ourselves saying, “Let’s Google it”
instead of “Let’s search it on the internet”.
business model consists of Google search, AdWords and AdSense which function
together and generate revenues for the search engine giant. Search helps users
to obtain relevant and most precise form of data which is wished to be mined by
searching across the internet and retrieving the best imaginable outcomes for
the search. AdWords enables users to create and publish or post their commercials
across abundant sites on the internet, such as – search engine results pages
provides the technological support that enables AdWords to obtain the best
match and supply its advertisements to the right audience. The business offers the
product or service to the audience deprived of charge anticipating maximum
attention and eventually making income through sponsorship, advertising, etc. To
make the most of its reach, the company dominated the online search market by
leveraging its interacted economy and providing outstanding series of online
products and facilities to the users.
to Kuratko, there are five detailed dimensions that serve as important
determinants of an environment which is conducive to the company’s behaviour.
management support, work discretion/autonomy, rewards/reinforcement, time
availability, and organizational boundaries. (Kuratko et. al, 2014)
Top management support: At Google, each individual is expected to think beyond
the limits and develop ideas that are unconventional, unique and innovative. Innovation
is a key phenomenon that fuels the company and its employees based on which
their success is achieved. Management at each level primarily focus on
embedding these morals within the employees and ensure a suitable and comforting
rapport between the two. Entrepreneurial skill and thinking is one of the utmost
important qualities that are anticipated from all employees.
Work decision: Any idea is a prospect to determine and learn something new and doesn’t
depend on its success or failure. At Google, they believe that any opportunity
should not be cast off without experiencing. The delegation of authority and
responsibility is provided to the lower level management too. Personnel are
provided with an excessive amount of liberty along with responsibility which
has been given for optimal usage.
Rewards and reinforcement: The company provides its staffs with extraordinary assistances
some of which include free meals, sports and games lounges, recreational
facilities and much more inside the work environment encouraging employees to
feel at home and at the same time to set-free their thoughts and imaginations
in pursue of constant creativity and modernization. Further ways by which
employees are rewarded is through shares, flexible work hours, adequate leave
period, bonuses, etc.
Time availability: Everyone working in Google is given enormous amount of time
to guarantee that they remain stress free and that they work till their optimum
potential. There are various projects designed by the company in order to
facilitate interaction and activities across the entire workplace. For instance:
The “20 percent” plan focuses on providing employees with opportunities to devote
20 percent of their work week time on activities or ideas that suit their welfares.
Organizational boundaries: The organizational culture at Google is employee
friendly and customer oriented. It promotes any type of entrepreneurial
activity which might benefit the external as well as internal environment as a
whole. Innovation is inscribed within the work culture and is considered as a
structured and determined process. Through such vast chances of growth and
innovation the flow of information between the external environment and the
organization also increases. Organizational
boundaries within Google are set to the limit where there is no more scope of
innovation or upgrading within the workplace and its employees.
and Policy Environment
Whilst most of the business generally decrease their workforce or cut
down on their activities during times of economical bane, Google’s sustainable
and innovative work model keeps it resilient to such events. In fact, it has
managed to constantly grow apace year after year showing no negative signs in
its economic performance and has constantly secured its position as a
The company has managed to maintain a steady and perpetually growing
market share throughout the globe and till date plays a dominant role in the
field of search engines. The company works on firm internet guidelines and has a
restricted policy of its own which has been assorted in the work culture. For illustration:
Providing the least amount of harm to the external environment while performing
its activities. Google has adhered to its policy by being carbon neutral since
a decade and aims to function on 100% renewable energy by this year.
Google aspires to create a means through which every aspect of
information can be found on the web by targeting to deliver what the customers
or the users of the web are searching for. The core objective of the people at Google
is to deal through the problem of delivering those services at a speed as well
as providing interesting data to stimulate the reader to explore more. Google
had touched the average search target of 0.2 seconds which was much better from
the previous 3 seconds approximate. Google takes its dual most important possessions;
devotion and trust of its customers very seriously and keeps them as prime
target objectives because they know that slow and inferior results would lead
to lose their users.
Another aspect which Google deals with is provision of related information
of two different words that are connected. For example, if a user searches for
’emotional philosophy’ then Google Search must make sure it finds data relevant
to the desired term. Here the term has two words with different viewpoints,
this is when Google’s search engine plays its role by selecting the most clicked
links from the searches and tries to make it even better by clearing out the undesirable
data along with adding further links for referring purposes; hence enabling Google
to distinguish between different data ideas at different speeds so it can
provide more useful and accurate data to the consumer.
Google also faced a problem of being able to interpret large amount of search
data from users from different nations, to be able to understand what the users
wanted and to be able to provide them the data required. It has not only been
able to find and provide accurate results of those words but has also improved
to provide the relation these words have.
One of the major problems faced by Google is that it is lacking behind
in mobile apps segment as the most commonly used apps are the Facebook
Messenger, Snapchat, Instagram, WhatsApp which are all owned by Facebook. Google’s
approach towards fixing these problems is by leveraging its existing mobile
apps such as YouTube, Gmail and Google Maps which are highly operated on mobile
phones and will help grasp the users’ attention. The other approach it has
pursued is through creating or acquiring new texting apps or enhancing chrome
and bringing in new features into the webpage interface.
In its internal environment, Google deals with that part of the society
that wants to be a part of the company or as they call it ‘Googlers’. They deal
about 1500 resumes every day and look for two kinds of people to maintain their
working sense as well as partake in the society. Majorly, they recruit PhDs
from greatly recognized programs and research labs and some who possess
entrepreneurial skills and risk-taking attitude. The challenge here was
negotiating between the risk and caution. They had set up a team of managers
who kept advising on what was supposed to be done and how and tried to maintain
a particular-way of doing things for which Google needed to fire that team as
it contradicted with Google’s basic values which gives its employees the
freedom at work and to be able to get the best out of their creative minds.
The company has no such strategic-planning department as it restricts
the teams to perform any task or idea but insists to follow guidelines.
Googlers are given importance and credit to generate and deliver great results
such as the Google news. In 2001 Krishna Bharat came up with the idea of
providing news to people by presenting latest news sources once an hour and
eventually making it accessible to be read by users. Seeing which, Marissa Mayer
together created ‘Google News’. Within a month and a half it had 155 news
sources along with a search function ad, which within weeks generated 70,000
users per day, promoting the young engineer to a project manager. This was the
kind of freedom and encouragement given to the Googlers to provide ideas and
implement them freely.
threats and innovative solutions
to Larry Page, “The biggest threat to Google is Google itself”. (Miller, 2011).
Googlers believe that the extreme danger to the company is the deficiency in
innovation besides tactical performance within the organization which would
deeply influence the functioning of the company. Employees at Google are given
freedom and are constantly urged to be innovative and quick in performing
actions in order to be able to deal with any threat with ease. However, apart
from itself, Google also faces threats from Apple in the Smartphone industry,
Amazon in the online shopping and artificial intelligence based home appliances
segment and from Facebook in the social networking app segment. But these
threats have not affected the company much as it has been constantly evolving
itself and improving the products and services offered in order to stay ahead
of the competition.
instance, apart from improving camera and screen quality, Google provides its
users with unlimited photo storage to stay ahead of Apple; it improved the
accuracy and efficiency of its artificial appliance to dominate over its
rivals; and to get ahead of Facebook, it developed various social networking
apps such as Google+ and Duo.
has also leveraged its leading apps such as YouTube, Maps, Docs, etc. to
attract more audience and seize greater market share. The latest success in
innovation is the development of photographic memory in Google Photos which
enables users to relish what they capture, restyle, and save. Through the assistance
of its AI capabilities, the Google assistant can also compile and transform
these stored images into clips, animations, collages etc. It recognizes the
person involved in the picture and spontaneously compiles all pictures of that
individual in a folder.
entrepreneurs aim bring the various innovative start-ups and build new spaces
for their employees who are given the opportunity to be an entrepreneur
themselves by pitching in their own creative ideas, to improvise and reach
their capacities. Google has constantly
been able to preserve up with is essential values along with basic principles
of innovation and creative performance.
major accomplishments were the acquisition of YouTube, creation of google maps;
which not just acts as an individual app but also is the backbone of other
services like mapping locations, latitudes, and places, Gmail which has been a
vast platform of email program, purchase of android which is a great competitor
to IOS, the Verizon partnership in which has given the marketing push to
android mobile phones and other successful achievement is of partnering with
apple to create the search engine in iPhones which has made google the control
in the market of mobile search engines.
company has its three major aspects;
entrepreneur; which in this case has a different outlook of business like digging
out the best in its employees and the has the possibility to show its image and
the company’s image a great success,
who have been selected with specific abilities to think out of the box and act
as individual businessmen to have come up with ideas such as google news,
google wave, and google reader
customers or the users whose satisfaction and attention has been kept in mind
as a major motive where google aims in making life better and easier.
company has shown in various stages how it has created new apps besides expanding
the firm through the help of skilled internet businesspersons and creative
‘Googlers’. It has confronted many challenges from its competitors, users,
economical and internal technical problems; despite, which it has demonstrated
itself towards being one of the firms that has given its employees a second
home and a platform where every individual finds its solution. It has always
dealt with creating solutions not just for the users but for itself to be able
to solve problems in a very original and imaginative manner.