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Google Analysis

Sean Shetler

I. Introduction - Google Corporate Culture
It is very well documented in books, newspaper articles, periodicals, and websites that Google has a successful corporate culture. In fact, by just looking at pictures of the Google campus online you can see that working at Google looks more like a playground, and not just a place for work. Consequently, the corporate culture at Google has definitely led to Google’s success. Google has people whose single job is to keep employees content and maintain productivity. It may sound too supervisory to some, but this is how Google operates (Bulgyo). Each year, Google gets over 2.5 million applicants. That’s equal to 6,849 per day and about 5 per minute – and Google reviews each one (Bulygo). What’s noteworthy is the logistics of each hire, but why they hire this way. Everyone is familiar with the crazy questions that Google might ask because of course it is Google. Everyone in the world of Information Technology wants to work for Google. Because of this competitive nature of getting into Google to become a “Googler” it is very competitive to become a new hire. But it is worth noting that the “people” Google hires are the valuable resource that makes Google so successful. When learning about Google’s culture, one of the people you need to know of is Laszlo Bock. He is the head of People Operations, known by many companies as “Human Resources” (Bulgyo). People operations are where science and human resources intersect. People and Google’s culture is what keeps Google a top performing company and leads to their competitive advantage. II. Strong Corporate Culture & Competitive Advantage

Google is placed #1 on Fortune Magazine’s list of the hundred best places to work in 2007 and 2008 (Fortune). Positive employee relations have been important in the high-efficient operations within Google and boost lots of creative ideas through non-serious working hours as well. Google is a fun company and tried hard not to be too "corporate". From Google's website “Our Philosophy”, such casual principles as "you can make money without doing evil," "you can be serious without a suit," and "work should be challenging and the challenge should be fun," are listed as “Ten things Google has found to be true” (Google). One good example is Innovation Time Off, which is well-known for “Googlers”. All Google engineers are encouraged to spend 20% of their work time (one day per week) on projects that interest them. This philosophy pays off. Half of the new product launches originated from the 20% time, among which some are very popular ones, like Gmail, Google News, Orkut, and AdSense. Google encourages innovation and gives employee enough freedom to explore their novel ideas. This attribute is especially attractive among young engineers and provides valuable human resources to Google. Therefore, Google's company culture is a unique, non-substitutable and valuable resource that spurs the long term success of the company. Among all the main resources that Google now possesses, precisely targeted advertising and healthy eco-system makes Android very promising and enables it to earn a remarkable market share in the smartphone market in the long run. Good public relations are valuable and rare resources which put Google into an effectively offensive position while facing the coming competitors. Creative and encouraging company culture gives Google a long-term edge in recruiting and maintaining the intellect pool and is beneficial for bringing up original ideas as well. Overall, Google’s resources are valuable and hard to imitate, which can guarantee Android’s success to some extent in the future. However, Google has to keep in mind that all these resources are subjected to erosion by time and competition. In order to make Android succeed in the long run, modifications and new moves have to be made from time to time to maintain a competitive advantage. III. Macro-Environment...
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