Google case
Long Case Study – Case #12
Google’s Strategy in 2010
Google’s mission statement is: “Our mission is to organize the world’s information and make it universally accessible and useful.”
The biggest management issues that we could see in this case were that
Google’s management was pushing too hard its employees to keep its huge growth rates and forgot a little bit about its initial motto, which was “make money without doing evil”. Also, it was proved that Google helped the Chinese government to censor search results, which were critizing the government. It was also collecting personal data from
Wi-Fi networks while it was photographing the streets for its Google Street view application and there was also an investigation about Google’s lobbying trying to make the government institute a “Net neutrality” that would ask from Internet providers to manage traffic without restricting high-bandwidth services like Internet TV. All those issues happened after the IPO and the inclusion of different shareholders, which might be the reason why Google moved so far away from its motto. Some of these issues were solved like the one with the Chinese government by presenting a link to
Google.com.hk on Google.cn so the users could access an uncensored website and
Google could keep good relationships with China. About the data collection, Google is faces paying billions of dollars in this affair but the trial is still ongoing.
Also, with so many different projects going on, another management issue could have been setting up priorities so the management created the 70/20/10 rule. Seventy percent of the engineering time was spent on the core business (web search and paid listing), twenty percent on projects to extend the core like Gmail and ten percent to create new businesses.
Some business issues could be complaints from the advertisers regarding the
CPC (Cost-Per-Click) because that is what they pay to Google (when customer click on an ad displayed by
Google’s Strategy in 2010
Google’s mission statement is: “Our mission is to organize the world’s information and make it universally accessible and useful.”
The biggest management issues that we could see in this case were that
Google’s management was pushing too hard its employees to keep its huge growth rates and forgot a little bit about its initial motto, which was “make money without doing evil”. Also, it was proved that Google helped the Chinese government to censor search results, which were critizing the government. It was also collecting personal data from
Wi-Fi networks while it was photographing the streets for its Google Street view application and there was also an investigation about Google’s lobbying trying to make the government institute a “Net neutrality” that would ask from Internet providers to manage traffic without restricting high-bandwidth services like Internet TV. All those issues happened after the IPO and the inclusion of different shareholders, which might be the reason why Google moved so far away from its motto. Some of these issues were solved like the one with the Chinese government by presenting a link to
Google.com.hk on Google.cn so the users could access an uncensored website and
Google could keep good relationships with China. About the data collection, Google is faces paying billions of dollars in this affair but the trial is still ongoing.
Also, with so many different projects going on, another management issue could have been setting up priorities so the management created the 70/20/10 rule. Seventy percent of the engineering time was spent on the core business (web search and paid listing), twenty percent on projects to extend the core like Gmail and ten percent to create new businesses.
Some business issues could be complaints from the advertisers regarding the
CPC (Cost-Per-Click) because that is what they pay to Google (when customer click on an ad displayed by