Preview

Google: Managing Change and Creativity

Best Essays
Open Document
Open Document
4716 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Google: Managing Change and Creativity
Google

Managing Change and Creativity

A report examining how the concepts of creativity and innovation are relevant to Google, Google’s organizational structure and its impact on creativity, the company’s culture and values, in addition to how Google copes with change and manages it, and, finally, the challenges faced by the number one search engine in the world today and in the near future.

Outline: I. Executive Summary II. The Role of Creativity and Innovation at Google III. Google’s Organizational Structure a. Description b. Its impact on creativity IV. Google’s Organizational Culture: c. Description d. How it fosters creativity/innovation at the workplace e. Specific corporate values that encourage creativity/innovation V. Change at Google (1998-2010) f. Internal and external triggers of change g. Examples VI. The Challenges Google Faces VII. Conclusion VIII. Bibliography I.
Executive Summary:
To fathom the size, importance, and impact of Google is no easy task. This start-up search engine has made its way into our daily lives and even into our speech. Today, most people use the word “Google” as a verb meaning to search on the internet (the word has actually been incorporated into the Merriam Webster Collegiate Dictionary). As a matter of fact, Google represents the world’s largest Internet search engine. It provides its end-users with the most useful and relevant information from over eight billion web pages. It generates revenues by providing online advertising for businesses. In response to its competitors, Google has also launched an array of new products/services such as Gmail, Google Earth, Android...
The success of Google is not random. It is traced back to several factors that have been carefully manipulated and managed. Google’s organizational structure and culture greatly foster innovation and creativity. The latter have been crucial to the company’s

You May Also Find These Documents Helpful

  • Powerful Essays

    Google has evolved significantly since its debut in 1998. It has gone from an oddity (“Hey, have you heard about that new search site, Google?”) to a household name (“Why don't you check and see what Google has on that subject?”) to a verb synonymous with Internet search (“Google me. I'm a pretty big deal.”). A behind the scenes look at the corporate culture driving this company will reveal how Google has managed to gain such coveted permanence in daily life, how it will manage to stay in its place as the top search engine, and how it will maintain its relevance in the technology market.…

    • 1138 Words
    • 5 Pages
    Powerful Essays
  • Good Essays

    Google Case Study

    • 11195 Words
    • 45 Pages

    In addition, according to EContent 100177—the list of companies that matter most in the digital content industry, Google is on the list in the last four consecutive years. The “Google wave” is sweeping the world and now is a threat to Microsoft. Although the company reported strong results for the first quarter of 2006 –sales grew by 79 percent and earnings rose 60 percent from a year ago and that shows selling ads based on specific keyword searches is Google 's wealth178, Google plan to expand into new markets, such as print and television advertising. Almost everyday non-stop news and reports show the impact of Google. However, none of these demonstrate how Google plan its roadmap or intellectual property but only the analyses of certain events or the stories of Google.…

    • 11195 Words
    • 45 Pages
    Good Essays
  • Good Essays

    Google is one of the largest and well-known companies in the technology industry. They have been known for their search engine for many years now. Also, Google has expanded their business into several other areas in technology from smart phones, tablets, android, and business software. Google’s search engine is known for reliably getting its users the information they want. One unique aspect that Google has is its business organizational structure is that it is flat and formed up into project teams, unlike most businesses.…

    • 801 Words
    • 4 Pages
    Good Essays
  • Good Essays

    Inside the Mind of Google

    • 1046 Words
    • 5 Pages

    Google’s greatest creation is its Internet search engine. In 2008 it is estimated that Google earned more than $4 billion in profits and more than 95% of that profit was tied to its advertising coming from its search engine. Google’s search engine was able to revolutionize the way an Internet search engine gave results to a particular search that was conducted. A basic search engine would stack results based on the amount of times your search term appears on each site. On the other hand, Google stacks its results based on its relevance and importance to that…

    • 1046 Words
    • 5 Pages
    Good Essays
  • Good Essays

    Google has created the most popular search engine and organized the information in such a manner that it has created a sustainable competitive advantage as is clear from the fact that although the search engine was started in 1997, the company is still having its domination in the search engine market with a market share of 67.5% in Feb. 2013 as per the data released by comScore, the leading (comScore, 2013: Mar. 13). Company has created a first mover advantage by aggressively building its search engine by adding to it Google Books, Google Scholar, Google Finance, Google News, Google video, Google Images etc. which helped the user search with specific key words. The company has been able to sustain its competitive advantage as is also clear from the fact that General Sentiment, a social analytical company has ranked Google topping the list of brands with a brand value of $756.6 million even surpassing Apple’s brand value (Reisinger, 2012: Aug. 2). This is a result of its innovative products and heavy expenditure on sales and marketing. Google invested $6.143 billion in 2012 on sales and marketing which is 12.2% increase over investment of $4.589 billion in 2011 on sales and marketing (Google, 2012: n.d). There was addition of advertising expenses of $288 million in 2012 (Google, 2012: n.d) which is a reflection of how the company invests in brand building of its products. The diversification move undertaken by the company is the result of innovation at Google and extensive research and development with R&D expenses continuously increasing from $3.8 billion in 2010 to $5.2 billion in 2011 and $6.8 billion in 2012 (Google, 2012: n.d). Although there were initial problems with the…

    • 6024 Words
    • 25 Pages
    Good Essays
  • Good Essays

    Businesses rely heavily on the four basic functions of management Planning, Organizing, Directing, and Controlling; however, the skilled management of internal and external factors will ultimately determine the longevity of the company. Management teams are measured on how quickly they can build a company over a short period. However, the real measure is how well a company can continue to grow. Company success is continually evolving as the world changes, making it difficult on management teams to adapt as internal and external forces mold new paths. Google is a prime example of a leading company who must constantly evaluate their business objectives to keep up with the changing technological landscape. Traditional business models use a top down approach may leave the company unable to change, as the business leader is unable to change. “It is noteworthy that neither Larry Page nor Sergei Brin, Google's founders, has proclaimed himself "chief software architect," the badge Bill Gates wears at Microsoft” (Hamel, 2006) Instead the founders have designed a concept the makes every idea stand on its own merits. Internal and external factors such as Globalization, Technology, Innovation, Diversity, and Ethics carry large weight in management strategies and the method in which ideas are executed.…

    • 982 Words
    • 4 Pages
    Good Essays
  • Better Essays

    Google, a company that originally started out of someone’s garage, has gone on to change the way of life for many across the world. Google has become a way of living for so many until terms such as “Google it” has been coin, to represent the search engine able to deliver answers to any question within seconds. Even though Google is mostly known for it’s able to deliver answers within seconds, the company has expand it’s operation into many other tech exploration sectors. The company has recruited the best of the best from the nation’s top university to make up one the most successful workforce to date. By offering free food to employees, cool social lounges at work, not to mention sleep schedules; Google has the ability to attract the best of the best. In return, Google’s employees have taken the company to new highs and allowing Google to create constant growth.…

    • 1098 Words
    • 5 Pages
    Better Essays
  • Good Essays

    Keeping Google Googley

    • 860 Words
    • 4 Pages

    Innovation is the foundation Google is built on. Employees are hand-picked to be creative, innovative, and open to sharing ideas.…

    • 860 Words
    • 4 Pages
    Good Essays
  • Good Essays

    google case study

    • 631 Words
    • 3 Pages

    Google always apply their technology and creativity to solve important problems and come up with new ideas. As a result they are in a quest of building the world’s best technology and products.…

    • 631 Words
    • 3 Pages
    Good Essays
  • Good Essays

    ‘Google is organised around the ability to attract and leverage the talent of exceptional technologists and business people’ (Google.co.uk, 2011).…

    • 822 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    Google Innovation

    • 2100 Words
    • 9 Pages

    Since human had a difficulty in searching information, the company has created the website where all information are conducted and easily to find. The users simply enter some key words and all information related will be discovered. The accuracy of Google is also trusted. That is the reason in every minute, there is 694,445 Google Searches based on the calculation of a new info-graphic from Go-Globe. Therefore, Google is always the best choice of users in search engine. Nonetheless, it does not innovate in major searching information but also expand in lots of areas such as Google book, Google phone, Google map and Google social network as the name Google plus. Hence, it is the company of creativity and innovation. Moreover, this paper is analysis the reason can make Google successful. It will focus on the innovation from products and services, the innovation from entrepreneur network, management team, marketing and operation. Specially, Google had a good innovation from company’s culture also. Moreover, Google’s business issue will be…

    • 2100 Words
    • 9 Pages
    Powerful Essays
  • Better Essays

    Coca - Cola Company

    • 2727 Words
    • 8 Pages

    8. About: Google’s organizational structure and culture greatly foster innovation and creativity [online] Available at: < http://www.ukessays.com/essays/business/googles-organizational-structure-and-culture-greatly-foster-innovation-and-creativity-business-essay.php > [Accessed 21st April 2014]…

    • 2727 Words
    • 8 Pages
    Better Essays
  • Powerful Essays

    Google Case

    • 1540 Words
    • 7 Pages

    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.…

    • 1540 Words
    • 7 Pages
    Powerful Essays
  • Better Essays

    PART A 40178574

    • 2692 Words
    • 11 Pages

    Google’s mission is to organise the world’s information and make it universally accessible. To achieve this, Google tasked themselves to evolve and stay relevant. Thus, the strategic direction at Google is framed within internal and external environments, pushing them to evolve and stay relevant. Although long-term…

    • 2692 Words
    • 11 Pages
    Better Essays
  • Good Essays

    google vs bing

    • 1018 Words
    • 5 Pages

    The company’s history of Google has been around since the early 90’s. It was created and started as a search engine by two grad students at Stanford who major in computer science and the company has grown extremely large since its first days in Susan Wojcicki’s garage in Menlo Park. Today, Google controls the search engine landscape. A shared market survey carried out by Search Engine Land in March of 2012 found that Google controlled about 66.4 percent of the market. Never the less, this is a enormous percentage and Google has used its success to take chance into many different fields away from purely just its search engine. Some of these may include: videos, social media, mapping, and even creating its own operating system.…

    • 1018 Words
    • 5 Pages
    Good Essays

Related Topics