Internal and External Factors

Topics: Google, Larry Page, Sergey Brin Pages: 3 (952 words) Published: March 26, 2012
Google is a well know word in 2012, but the word “Google” or the verb “to google” were unknown at the end of the twentieth century. Google comes from an idea of that began in 1998 with two Stanford’s students. Larry Page and Sergey Brin found an alternative searching engine algorithm for a business that was involved in globalization, innovation and in rapid transformations. Page and Brin did not only find an alternative, but also drove a market with innovation and leadership. In the beginning of 2012 Google inc. reported revenues of $10.58 billion in the fourth quarter of 2011, representing a 25% increase over fourth quarter 2010 revenues of $8.44 billion. (Google investor relations, 2012). Such of success came through a great idea and a successful management. Good management includes attentive evaluations of internal and external factors in the four functions of management: planning, organizing, leading, and controlling.

Globalization was a factor that has influenced Google and vice versa. Managing the globalization for the company from Mountain View was a key aspect of the business. Google is running its business globally and with such exposure, the external risks are amplified. Google has international competition in all of its main businesses: advertisement, internet search, social media, and mobile phones. Some competitors such as Facebook for the social media and Apple for the phones are leaders and Google must examine these external factors. Another external factor that influences Google’s globalization is the single country legislation. China for example had banned Google popular search engine for political reasons. These downturns are counterbalanced by the value that globalization brings inside Google. In 2012 the company has a variety of human resources in different locations worldwide that makes it difficult to a rival to even think about competing with Google. Competitive pay, benefit attire and keeping valuable assets, also the prestige makes...

References: Thomas S. Bateman, Scott A. Snell (2011). Management: Leading & Collaborating in a competitive world, Ninth Edition. Published by McGraw-Hill/Irwin
Google investor relations, 2012. Retrieved from: (
Management team. (2011). Retrieved from
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