Google Case Study

Case study on Google Presented By:- Shashank Saxena, Shikha Sinha, Shruti Agnihotri, Safina Dhanda, Shubham Kaushik, Sudhir, Saurabh Kapoor

An Overview  Privately held……highly profitable  Most successful startup company  Passion behind Google???  Founders…… Sergey Brin & Larry Page  Research Project…..Development of Search Engine  Approach reflects relevance of….. search query and linkage of web pages  Before founding…..interested in licensing

Overview (Cont.) RAPID GROWTH  Sept 7,1998….opened…..in California  Growth??? Its features and performance attracted new users at an astounding rate  Represents 138,000 queries every minute of every day in 90 different languages  World’s Best Internet Search Engine  Developed alliances….acquired

Overview (Cont.)  Google appointed Eric Schmidt in 2001 as CEO to manage organizational and operation work.  He introduces several revenue generating programs, like:  Google  Google  Google  Google

AdWords for advertisers AdSense Search services Wireless Services

 Revenue raised to $961.9 million in the year 2003

Overview (Cont.)  Competitors like AOL, eBay, and Amazon compete for advertising revenue.  Yahoo acquired Inktomi and Overture Service.  Yahoo and Microsoft are potential competitors.  Company is listed on NASDAQ.

Q 1. WHAT CAN A POTENTIAL ENTERPRENEUR LEARN FROM SERGEY BRIN AND LARRY PAGE ?

 Break the traditional way of solving the problem  Risk taking behavior  BIG FIVE MODEL – OCEAN  Openness to experience  Conscientiousness  Agreeableness  Extraversion  Emotional Stability

Q 2. WHAT LESSONS ABOUT LEADING AND MANAGING ORGANIZATIONS DOES GOOGLE PROVIDE ?

 Proper Distribution of skills  Ensuring Appropriate Revenue generation  Rationale decision making  Dual – class voting structure

Q 3. which of the organizational challenges – globalization; managing a diverse force; technological innovations; and ethics, character, and personal integrity – are likely to have the greatest impact on Google’s future operations?

Ethics Globalization Technological innovation Managing a diverse workforce

Ethics • Ethical decision base on 3 criterion: – Utilitarian principle – Focus on rights – Justice

• Controversies of Google – China’s golden shield project (2006) – Jew search case in China

GLOBALIZATION  Google means globalization  Google made world a global village  Competitive advantage  Vast scale operations  Large customer base and employee across different horizons.  “Don’t be evil” mission  Fun image

Technological innovation •

Four years ago, the average search took about 3 seconds. Today, it is down to about 0.2 seconds. And since 0.2 is greater than zero, it’s not fast enough”. A small statement from Peter Norvig, an engineer at Google“

• Page Rank Technology • Hypertext-Matching Analysis

Managing workforce diversity  Never judge a search engine by its interface. Behind that simple search window is one of the most complex technology infrastructures in the world. And it’s run by an equally diverse group of people. At Google, we don’t just accept difference—we thrive on it. We celebrate it. And we support it, for the benefit of our employees, our products and our community: Eric Schmidt, Chairman and CEO

 Globally and culturally diverse  Outreach (We’re spreading the love. The love of science, technology, engineering and math (STEM), to be specific)

Conclusion Alliance Work force diversity Globalization Job involvement Job Attitude Dedication Productivity

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