Google Case

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A Case Study of Google

Executive Summary
This report provides a discussion of how Google is such a success from a motivational theory perspective. The way Google motivates its employees and leads them to develop and create a new world is unique. Because the company, the founders and all employees share the same value and vision. What Google provides is not a job; it’s a place where their employees dream can come true. That motivates all employees constantly pushing the limits and broadened our imagination. The report also investigates Google’s hiring practices and job design principles. Google has its very own hiring practices, which allow them to find out the best candidates fit for various aspects of this business. The founders did their best to avoid the hiring spiral, which proved to be an excellent point, because most of the companies from Silicon Valley got their original values and cultures mixed up by using wrong hiring practices. Meanwhile, the job design in Google took employees’ mental and physical characteristics into account, which can raise the productivity of the company. At last, practical implications of Google’s motivation methods and hiring practices have been discussed. Google has such a strong and distinctive culture and company personality, which might hard to copy. But some of their management approaches and job designing progress can be good reference to new companies.

Who is Google?
Google is not only a legend in Silicon Valley, but also a company which is so successful that people all around the world are now saying ‘Google it!’ instead of ‘search it on the internet (via any search engine, not just Google)!’. ‘Google’ was added to the Oxford English Dictionary(Oxford University Press., 2010) and the Merriam-Webster Collegiate Dictionary(Noon, 2006) in 2006. What this company has provided is more than a powerful search engine. It is now an integrated part of modern culture, replacing maps, phone book, dictionary and agenda with different services filled with its own values, ideas and culture. Virtually people from everywhere in the wired-up world must know Google. Like its predecessors, Microsoft and Apple, Google was just a research project of two PhD students from Stanford University. They had the domain name of Google registered in 1997. Then the company was incorporated in 1998, based in a friend’s garage. What a cliché! But this latecomer has been developed so rapidly and prosperously that it has created monopoly enterprise of Internet search, the core of the world economy’s greatest growth engine. It proved to be the best positioned to thrive in the future (Gralla, 2010).

Google’s philosophy
Google’s success is often defined as a typical version of the Silicon Valley Myth, that is, a few talented geeks created a product or invention with leading technology, and rapidly occupied the mainstream market before other follow-up imitators. But this point of view does not fully conform to the facts and obliterate the difference between Google and other Silicon Valley companies. HP, Apple and Microsoft share a hacker culture. On the other hand, Google was born out of an atmosphere with very strong academic purpose in the first place. But how the founders use the technology contributes more to its commercial success than the technology itself. Google’s mission was, is, and always will be ‘organizing the world’s information and make it universally accessible and useful’. Furthermore, Google posts ’10 Things We Know To Be True’ on its website to check whether they’re still on the right track. The founders saw the future of Internet search engine, and persevered in their original value. Meanwhile they aimed to providing the best user experience just like their first point of view ’Focus on the user and all else will follow’. They adhere to the search results that solely come from computer algorithms and resist any human intervention, including advertising. It corresponding to other...
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