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) to raise funds for its future
endeavours and to extend its technological and customer base.
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 commencement,
the firm has witnessed massively nourished growth in almost every part; be it
revenue generated, market capitalization, number of personnel or profits.
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).
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 business does currently. He has constantly been the silent
penultimate authority and the last decision maker inside 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 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).
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 seeking
maximum attention and eventually generating revenue through advertising,
sponsorship, etc. To maximize its reach, the company dominated the online
search market by leveraging its networked economy and providing outstanding
range of online products and amenities to the users.
to Kuratko, there are five specific dimensions that serve as important
determinants of an environment which is conducive to the company’s behaviour.
management support, work discretion/autonomy, rewards/reinforcement, time
availability, and organizational boundaries. (Kuratko et. al, 2014)
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.
Work discretion: Any idea is an opportunity to discover and learn something new
and doesn’t 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.
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.
Time availability: Everybody at Google is given enormous amount of time to guarantee
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
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.
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
The company has managed to maintain a stable and unceasingly growing
market share across the globe and till date plays a dominant role in the field
of search engines. The company works on firm internet guidelines and has a
limited policy of its own which have been assorted 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
Google aspires to create a means through which every aspect of
information can be found on the web by targeting to deliver what the customers
or the users of the web are searching for. The core objective of the people at Google
is to deal through the problem of delivering such services at a great speed
along with providing interesting data to boost the customer to explore more.
Google had touched 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.
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 partake in the society. Majorly, they recruit
PhDs from greatly recognized 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 teams as of 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 accessible to be read by users. Seeing which,
Marissa Mayer together 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.
threats and innovative solutions
to Larry Page, “The biggest threat to Google is Google itself”. (Miller, 2011).
Googlers believe that the greatest threat to the business is the deficiency in
innovation besides entrepreneurial performance within 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.
instance, apart from improving camera and screen quality, Google provides its
users with unlimited photo storage to stay ahead of Apple; it enhanced the
accuracy and efficiency of its artificial based appliance to dominate over its
rivals; and to get ahead of Facebook, it developed various social networking
apps such as Google+ and Duo.
has also leveraged its leading apps such as YouTube, Maps, Docs, etc. 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 relish what they capture and create. Through 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.
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.
major successes where the acquisition of YouTube, creation of google maps;
which not only 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.
company has its three major players; a. the entrepreneur; which in this case
has a different outlook of business like excavating out the best in its
employees and the has the potential to prove 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, and 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.
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 issues; despite, which it has proved itself towards
being one of the companies 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.