Primary Stakeholders of Google Inc

Topics: Google, Google search, Web search engine Pages: 7 (1519 words) Published: April 24, 2015

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The American multinational enterprise, Google Inc., predominately leading the globe in internet services and products. They provide online advertising technologies, search engine, cloud storage, applications and other software. Their customers are advertising agencies and large businesses who pay to be exposed on the many free services Google offers to internet consumers. The largest shareholders Brin Sergey and Larry Page, founded Google while attending Stanford University. Google is the most universally used internet search engine, which allows them to gather interests and information about the consumers using their free services. Advertisers spend billions to strategically place their ads through Google because the free Google services accumulates personal interests and information needed to identify consumer demographics on the internet. In recent years the government and general public have raised concern about consumer privacy, as well as, the monopolistic presence in the internet market. Their shareholders are predominately internal making any external influence to the company improbable. Google employees are carefully selected and generally consist of newly graduated software geniuses; recently the media has criticized Google for the majority of their employees being Caucasian and Asian males. Google Inc. has a responsibility to manage its operations to maximize shareholders profits, but how well does it treat the other four primary stakeholders: the government, employees, customers, and general public. (Google, n.d.)

Google has gained the government’s attention through multiple investigations over the years. In 2011, Google government officials from Europe joined the United States Congress to bring antitrust investigations against the Company. The next year in 2012, the Federal Trade Commission, FTC, conducted an investigation to gather evidence suggesting Google is a monopoly. Apple competes through SIRI and the app store as alternative search methods to Google. Amazon holds the lead in product searches and Facebook is commonly used to search for trusted customer reviews by friends. The FTC was unsuccessful in proving their monopoly case and Google still dominates the internet/ computer market easily eliminating any start up competition. The Google business model makes sure no shareholder has a vote that could significantly impact the company, but the way media, government, and the majority of web users, interpret their activity could influence the company’s objectives. The FTC government agency has the influential power to investigate and bring media attention to the topic of Google’s seemingly unfair advantage in their market (Singer, 2012). Customers

Approximately 99% of Google’s revenues are derived from businesses advertising on the free services it provides users. In Google’s system many advertisers bid on keywords. Popular keywords like “Miami Florida” are sold for much higher “value-per-click” than other less popular search topics. This revenue method allows Google to attract both large corporations and small business to place advertisements. The free services provided for Google users has destroyed markets. Decreasing the demand for products/ services like GPS, road atlas, and current traffic status by allowing the free anytime access to Google Maps. Google distracts its users with free services that make their life easier when Googles actual intent is selling individual attention and information about the users to advertisers. Google users are the product and not the customer. Through Google user’s searches and personal information like passwords saved in google chrome or contacts from gmail accounts, Google can deliver a product to advertisers tailored to their exact needs; people looking for shoes are delivered to shoe sellers, and people located in a certain town are delivered to local restaurants (Newman, 2011)....

Bibliography: Google. (n.d.). Retrieved from
Google. (2015, 3). The Big Picture. Retrieved from Google:
Newman, N. (2011, May 29). You 're Not Google 's Customer. Retrieved from The Blog:
Niu, E. (2015, January 5). Will Google Inc Start Giving Back to Its Shareholders in 2015. Retrieved from The Motley Fool:
Singer, H. (2012, September 18). Who Competes with Google Search? Retrieved from Forbes:
Smith, J. (2013). Corporate Social Responsibility. Retrieved from Forbes Website:
Unknown. (2014, May 10). Employee Reviews. Retrieved from glassdoor:
Waggoner, J. (2013, Februray 20). Do happy workers mean higher company profits? Retrieved from USA TODAY Website:
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