Introduction base. In August, 2015, Google reorganized various

Introduction

Larry
Page and Sergey Brin co-founded Google LLC in 1998 with an ambition to organize
and provide information stored on the internet to the users whenever they
needed it. Gradually the name “Google” became well known across the globe as
the best search engine and an internet brand. In 2004, the firm became public
and issued an Initial Public Offering (IPO) in order to raise funds for its
future endeavours and to extend its technological and customer base. In August,
2015, Google reorganized various business activities into a conglomerate called
Alphabet Inc. providing Google to pay detailed attention to the products and
services it provides as well as to satisfy the consumers’ needs. Ever since
inception, the company has witnessed enormous and nourishing growth in almost
every aspect; be it revenue generated, market capitalization, number of
employees or profits. Starting its base as a search engine, Google has
performed a multinational technology giant that not only provides online search
support but also deals in a variety of internet related products and services,
namely; Google Maps, Google Docs, Google Home, Gmail, Smartphone OS Android,
Driverless vehicles, Google Energy, automated machines using artificial
intelligence, etc. Apart from these services, it has also taken part in a series
of acquisitions (Blogger, Applied semantics, YouTube, Motorola mobility) and partnerships
(AOL, GeoEye, and LG & Huawei for its smartphone brand lines – Nexus and
Pixel).

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Lawrence Edward Page also known as Larry Page is a computer scientist and
with his knowledge and skill set was soon known as an internet entrepreneur. He is the backbone and an internal
disciplinarian who drives the force behind the company, giving it the ultimate
ambition and zeal of “open ideology”; the passion for creativity, and his
democratic leadership approach for constant and sustainable innovation to almost
everything that the company does today. He has always been the silent
penultimate power and the final decision maker inside Google.

‘Google
is not just a company; it is an entirely new way of thinking.’ (Anderson, 2006,
as cited in Jarvis, 2011) Google has developed its ethics around the values of
creativity, openness, innovation, simplicity for the customer and building
connections throughout its journey. It has evolved from being a simple search
engine to actively participating and growing in every market segment possible.
Its decentralized approach helps enhance independence among employees and
channels them to think & perform more innovatively. Google’s search engine
ranks number 1 on the Alexa index, thereby proving to be the giant in the
world of search engines. In fact, the term ‘Google’ has evolved to become a
synonym to ‘internet’ where we often find ourselves saying, “Let’s Google it”
instead of “Let’s search it on the internet”.

 

Business Model

Google’s
business model consists of Google search, AdWords and AdSense which function
together and generate revenues for the search engine giant. Search helps users
to obtain relevant and most specific form of data which they wish to extract by
searching across the internet and retrieving the best possible results for the search.
AdWords enables users to create and publish their advertisements across
numerous locations on the internet, such as – search engine results pages
(SERPs). And AdSense provides the technological support that enables AdWords to
obtain the best match and cater its advertisements to the right audience. The
company provides a product or service to the audience without charge
anticipating to seek maximum attention and eventually generating revenue
through advertising, sponsorship, etc. In order to maximize its reach the
company dominated the online search market by leveraging its networked economy
and providing outstanding range of online products and services to the
customers.

 

Business Environment

According
to Kuratko, There are five specific dimensions that serve as important
determinants of an environment which is conducive to the company’s behaviour.
They are:

Top
management support, work discretion/autonomy, rewards/reinforcement, time
availability, and organizational boundaries. (Kuratko et. al, 2014)

1.
Top management support: At Google, each individual is expected to think beyond
the limits and develop ideas that are unconventional, unique and innovative.
Innovation is a key phenomenon that fuels the company and its employees based
on which their success is achieved. Management at each level primarily focus on
embedding these morals within the employees and ensure a comforting and
convenient rapport between the two. Entrepreneurial skill and thinking is one
of the most important qualities that are expected from all the employees.

2.
Work discretion: Any idea is an opportunity to discover something new and does
not depend upon its success or failure. At Google, they believe that any
opportunity should not be cast off without experiencing. The delegation of
authority and responsibility is provided to the lower level management as well.
Employees are provided with a great amount of freedom along with responsibility
which they must use optimally.

3.
Rewards and reinforcement: The company provides its employees with
extraordinary benefits some of which include free meals, sports and games
lounges, recreational facilities and much more inside the work environment
encouraging employees to feel at home and at the same time to set-free their
thoughts and imaginations in seek of continuous creativity and innovation.
Other ways in which the employees are rewarded is through shares, flexible work
hours, sufficient holiday period, bonuses, etc.

4.
Time availability: Everybody at Google is given enormous amount of time to
ensure that they are stress free and that they work till their optimum
potential. There are various projects designed by the company in order to
facilitate interaction and activities across the entire workspace. For example:
The “20 percent” project focuses on providing employees with an opportunity to
spend 20 percent of their work week time on activities or ideas that suit their
interests.

5.
Organizational boundaries: The organizational culture at Google is employee
friendly and customer oriented. It promotes any type of entrepreneurial
activity which might benefit the external as well as internal environment as a
whole. Innovation is inscribed within the work culture and is considered as a
structured and purposeful process. Through such vast opportunities of growth
and innovation the flow of information between the external environment and the
organization also increases. Organizational
boundaries within Google are set to the limit where there is no more scope of
innovation or improvement within the workplace and its employees.

 

Economic and Policy Environment

Whilst most of the business
generally decrease their workforce or cut down on their activities during times
of economical bane, Google’s sustainable and innovative work model keeps it
resilient to such events. In fact, it has managed to constantly grow apace year
after year showing no negative signs in its economic performance and has
constantly secured its position as a technology conglomerate. The company has
managed to maintain a stable and continuously growing market share all across
the globe and till date plays a dominant role in the field of search engines.
The company works on firm internet guidelines and also has a few policies of
its own which have been mixed in the work culture. For example: Providing the
least amount of harm to the external environment while performing its
activities. Google has adhered to its policy by being carbon neutral since a
decade and aims to function on 100% renewable energy by this year.

 

External Environment

Google aspires to create a means through
which every aspect of information can be found on the web by aiming to deliver
what the customers or the users of the web are searching for. The main aim of
the people at Google is to deal with the problem of delivering such services at
a great speed along with providing interesting data to encourage the customer to
explore more. Google had reached the average search target of 0.2 seconds which
was much better from the previous 3 seconds approximate. Google takes its two
most important assets; attention and trust of its customers very seriously and
keeps them as prime target objectives because they know that slow and inferior
results would lead to loss of their users.

Another aspect which Google deals
with is by providing related data of two different words that are connected.
For example, if a user searches for ’emotional philosophy’ then Google Search
must make sure it finds data relevant to the desired term. Here the term has
two words with different outlooks, this is where Google’s search engine plays
its role by selecting the most clicked links from the searches and tries to
make it even better by clearing out the unwanted data along with adding further
links for reference purposes; hence enabling Google to distinguish between different
data inputs at different speeds so it can provide more useful and accurate data
to the consumer.

Google also faced a problem of
being able to interpret large amount of search data from users from different
nations, to be able to understand what the users wanted and to be able to
provide them the data required. It has not only been able
to find and provide accurate results of those words but has also improved to
provide the relation these words hold.

One of the major problems faced
by Google is that it is lacking behind in mobile apps segment as the most
commonly used apps are the facebook Messenger, Snapchat, Instagram, WhatsApp
which are all owned by Facebook. Google’s approach towards fixing these
problems is by leveraging its existing mobile apps such as YouTube, Gmail and
Google Maps which are highly operated on mobile phones and will help grasp the
users’ attention. The other approach it has pursued is through creating or
acquiring new messaging apps or enhancing chrome and bringing in new features
into the webpage interface.

 

Internal Environment

In its internal environment,
Google deals with that part of the society that wants to be a part of the
company or as they call it ‘Googlers’. They deal with over 1500 resumes
everyday and look for two kinds of people to maintain their working sense as
well as participate in the society. Majorly, they hire PhDs from top programs
and research labs and some who possess entrepreneurial skills and risk taking
attitude. The challenge here was negotiating between the risk and caution. They
had set up a team of managers who kept advising on what was supposed to be done
and how and tried to maintain a particular-way of doing things for which Google
had to fire that team as it contradicted with Google’s basic values which gives
its employees the freedom at work and to be able to get the best out of their
creative minds.

The company has no such
strategic-planning department as it doesn’t really restrict the employees from
performing any task or idea but insists to creed on innovation. Googlers are
given importance and credit to create and provide great results such as the Google
news. In 2001 Krishna Bharat came up with the idea of providing news to people
by presenting latest news sources once an hour and eventually making it
available to be read by users. Later Marissa Mayer got together and created
‘Google News’. Within a month and a half it had 155 news sources along with a
search function ad, which within weeks generated 70,000 users per day,
promoting the young engineer to a project manager. This was the kind of freedom
and encouragement given to the Googlers to provide ideas and implement them
freely.

 

New opportunities, threats
and innovative solutions

According
to Larry Page, “The biggest threat to Google is Google itself”. (Miller, 2011).
Googlers believe that the greatest threat to the company is the lack in
innovation and entrepreneurial performance among the organization which would
deeply impact the functioning of the company. Employees at Google are given
freedom and are constantly urged to be innovative and quick in performing
actions in order to be able to deal with any threat with ease. However, apart
from itself, Google also faces threats from Apple in the Smartphone industry,
Amazon in the online shopping and artificial intelligence based home appliances
segment and from Facebook in the social networking app segment. But these
threats have not affected the company much as it has been constantly evolving
itself and improving the products and services offered in order to stay ahead
of the competition. For instance, apart from improving camera and screen
quality, Google provides its users with unlimited photo storage in order to
stay ahead of Apple; it enhanced the accuracy and efficiency of its artificial
based appliance in order to dominate over its rivals; and to get ahead of
Facebook, it developed various social networking apps such as Google+ and Duo.
It has also leveraged its leading apps such as YouTube, Maps, Docs, etc. in
order to attract more audience and seize greater market share. The latest
success in innovation is the development of photographic memory in Google
Photos which enables users to enjoy what they capture and create. With the help
of its AI capabilities, the Google assistant can also compile and transform
these stored images into clips, animations, collages etc. It recognizes the
person involved in the picture and spontaneously compiles all pictures of that
individual in a folder.

 

Conclusion

Google
has consistently adhered to its core values and basic principles of innovation
and continuous creative performance. Google’s
entrepreneurs aim bring the various innovative start-ups and build new spaces
for their employees who are given the opportunity to be an entrepreneur
themselves by pitching in their own creative ideas, to improvise and reach
their capacities.  Google has constantly
been able to preserve up with is essential values along with basic principles
of innovation and creative performance.

Googles major accomplishments
were the acquisition of YouTube, creation of google maps; which not just acts
as an individual app but also is the backbone of other services like mapping
locations, latitudes, and places, Gmail which has been a vast platform of email
program, purchase of android which is a great competitor to IOS, the Verizon
partnership in which has given the marketing push to android mobile phones and
other successful achievement is of partnering with apple to create the search
engine in iPhones which has made google the control in the market of mobile
search engines. 

The company has
its three major aspects;

a.   
the
entrepreneur; which in this case has a different outlook of business likedigging
out the best in its employees and the has the possibility to show its image and
the company’s image a great success,

b.   
employees;
who have been selected with specific abilities to think out of the box and act
as individual businessmen to have come up with ideas such as google news,
google wave, and google reader

c.   
the
customers or the users whose satisfaction and attention has been kept in mind
as a major motive where google aims in making life better and easier.  

The company
has shown in various stages how it has created new apps besides expanding the
firm through the help of skilled internet businesspersons and creative
‘Googlers’. It has confronted many challenges from its competitors, users,
economical and internal technical problems; despite, which it has demonstrated
itself towards being one of the firms that has given its employees a second
home and a platform where every individual finds its solution. It has always
dealt with creating solutions not just for the users but for itself to be able
to solve problems in a very original and imaginative manner. 

 

 

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