Google Case

Topics: Web search engine, Innovation, Google Pages: 4 (1540 words) Published: November 11, 2013
Case Summary:
Google has quickly become one of the most recognizable brands and leading companies in the world. The company has perfected the internet search engine and has expanded to offer more than 120 products globally. Innovation is truly the foundation of Google; employees are mandated to spend 20% of their time on pet projects. Further, they are able to choose from various platforms and operating systems that make the most sense for individuals. Embedded within the culture is a set of notions that are comparable to a Corporate Bill of Rights: employees are empowered to collaborate, contribute, and share best practices. Layered in with this open culture is a rigid process for new idea / innovation approval. Each new idea gets 10 minutes to be proven valid and worthy, and they move to the next idea. Some rigid structure imposed despite the free flowing innovation process. Google makes infrastructure choices based on what’s best for the business, whether designing a software that is more useful than a product that is off-the-shelf is considered. A hot topic in IT is security. This is no exception at Google. Its master algorithm is comparable to the secret formula of Coca-Cola and employs detective and corrective measures to ensure it is safe from harm.

Critique and Analysis:
Google has successfully built a global brand. It has differentiated itself from its competitors while simultaneously pleasing both its end users and paying advertisers. The #1 search engine in the world belongs to Google. So where’s the beef? In the high tech world, being #1 at anything means that everyone else is on a mission to get what you have, the features, benefits, and functionality that end users demand, and in this case, the virtual real estate that entice advertisers to spend money. In a high-pressured environment to maintain market leadership, Google should be mindful to not over-stretch its boundaries with respect to its wide array of service offerings. With more than...
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