tarted in the late 1990s, Google grew rapidly to become one of the leading compa
ID: 3726597 • Letter: T
Question
tarted in the late 1990s, Google grew rapidly to become one of the leading companies in the world. Google's mission is "to organize the world's information and make it universally accessible and useful." It is operating on a simple but innovative business model of attracting Internet users to its free search services and carning revenue from targeted advertising. In the winner-takes-all business of Internet search, Google has captured considerably more market share than its next highest rival, Yahoo!. This has turned Google's Web pages into the Web's most valuable real (virtual) estate Through its two flagship programs, AdWords and AdSense, Google has capitalized on this leadership position to capture the lion's share in advertisement spending. AdWords enables businesses to place ads on Google and its network of publishing partners for as low as 2.5 cents per thousand impressions. On the other hand, it uses AdSense to push advertisements on publishing partners' Web sites targeting specific audience and share ad revenue with the publishing partner. This creates a win-win situation for both advertisers and publishers and developed Google into one giant sucking machine for ad revenue Even as a large company, Google continues to take risks and expand into new markets. It currently offers over 120 products or services. Sergey Brin and Larry Page, the founders, declared in Google's IPO prospectus, "We would fund projects that have a 10 percent chance of earning a billion dollars over the long term. Do not be surprised if we place smaller bets in areas that seem very speculative or even strange. As the ratio of reward to risk increases, we will accept projects further outside our normal areas, especially when the initial investment is small." Google promotes a culture of creativity and innovation in a number of ways. IT encourages innovation in all employees by allowing them to spend 20 percent of their time on a project of their own choosing. In addition, it offers benefits such as free meals, on- site gym, on-site dentist, and even washing machines at the company for busy employees. Despite open and free work culture, a rigid and procedure-filled structure is imposed for making timely decisions and executing plans. For example, when designing new features, the team and senior managers meet in a large conference room. They use the right side of the conference room walls to digitally project new features and the left side to project any transcribed critique with a timer clock giving everyone 10 minutes to layout ideas and finalize features. Thus, Google utilizes rigorous, data-driven procedures for evaluating new ideas in the midst of a chaotic innovation process. Google's vice president for search products and user experience Marissa Mayer, outlines nine notions of innovations embedded in the organizational culture, processes, and structure of Google (from Business week article, "Champions of Innovation") 1. Ideas come from everywhere: Google expects everyone to innovate, even the finance team.
Explanation / Answer
1) Overall summary of the Case Study :
Google is an American multinational technology company that specializes in Internet-related services and products,which include online advertising technologies,search engine,cloud computing, software, and hardware.Google was founded in 1998 by Larry Page and Sergey Brin.Google grew rapidly to become one of the leading companies in the world. It has simple and innovative business model and earn revenue from targeted advertising.it has more market value than ‘yahoo’ due to its free search services.Google still takes risks to expand into new market. It covers over 120 products or services. Google promotes a culture of creativity and innovation in numerous ways.It allows their employees to spend almost 20 percent of time for choosing a project.A rigid and procedure filled structure is imposed for making timely decisions.
Marissa Mayer from google outlines certain notions embedded in the work culture, process and structure of google like google expects everyone to be innovative with their project.even it wants the employees to share everything as possible they can even the deadline associated with the projects.it allows employees to enjoy their free time and make them feel relaxed and in turn new project gets launched from that free time.Even though it is well developed still google didnt stop investing in even in small projects and often releasing beta tests before releasing new features.Google provides everything simple and something everyone loves then the money will follow.
Google also provides free and open access to all its employees.its intranet provides employees information about every piece of work at any part of google,so the employees can join hands and accomplish the project together.Google’s IT department balances buying and making its own software depending on its needs.the reason why they didnt opt to develop software products from other organisation because they are more concerned about their project security. Even after developing a advanced organisation they still look out for projects with even smaller investments because not all huge projects brings success.
Google’s master algorithm is considered more valuable secret formula than CoCo-Cola’s.However rather than improving IT security by stifling freedom through preventive policy.it puts security in infrastructure and focuses more on detective and corrective controls.It network is managed by 150 network engineers looking for spywares or viruses.it makes us understand that their security is most important so they have more focus on security system than the others.
2) How Google's Information strategy contributes towards creating value to its business ?
The things that contributed towards creating value to its business are,to organize the world’s information and it is universally accessible and useful.Google explains that it believes that the most effective, and ultimately the most profitable, way to accomplish our mission is to put the needs of our users first. Offering a high-quality user experience has led to strong word-of-mouth promotion and strong traffic growth.It is operating on a simple but innovative business model and earn revenue from targeted advertising.it has more market value than ‘yahoo’ due to its free search services.Google still takes risks to expand into new market. It covers over 120 products or services. Google promotes a culture of creativity and innovation in numerous ways.It allows their employees to spend almost 20 percent of time for choosing a project.A rigid and procedure filled structure is imposed for making timely decisions.Google also provides free and open access to all its employees.Notable tenets of the Google philosophy are:
its intranet provides employees information about every piece of work at any part of google,so the employees can join hands and accomplish the project together. Google’s IT department balances buying and making its own software depending on its needs.the reason why they didnt opt to develop software products from other organisation because they are more concerned about their project security. Even after developing a advanced organisation they still look out for projects with even smaller investments because not all huge projects brings success.Google’s master algorithm is considered more valuable secret formula than CoCo-Cola’s.However rather than improving IT security by stifling freedom through preventive policy.it puts security in infrastructure and focuses more on detective and corrective controls.It network is managed by 150 network engineers looking for spywares or viruses.it makes us understand that their security is most important so they have more focus on security system than the others.
3) According to the project management perspective is time and quality management,google gives more freedom to the employees to access the products and browse through information about other projects in google through its intranet.it shows they give respect to everyone's ideas. during the ample of free time many get good ideas about new project launch and that makes google more productive.
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