Google Case

In: Business and Management

Submitted By mario68686
Words 4490
Pages 18

Country Experience; France, Germany & Japan

International Management

Table of Contents
How does a search engine work and make money?3
What is the exportability of search engine’s technology and business model?4
Why did many governments appear thretened by google? How did they counter this threat?4 Global leadership and Organizational Behaviour Effectiveness (GLOBE)4
Hofstede’s five dimensions:4
Google (USA) to France - focus dimensions: PDI & UAE (appendix 1: figure 1)4
Google (USA) to Germany - focus dimensions: UAI & IDV (appendix 1: figure 2)6
Google (USA) to Japan - focus dimensions: UAI, MAS, IDV and LTO (appendix 1: figure 3)7
Is the threat, from the government-sponsored search engines, real or imagined?8
What can Google do to secure dominance in those countries?8
What can Google learn from those experiences to guide its entry strategy for other countries?9
The negotiation process (appendix 2: figure 1)9
Stage One: Preparation9
Stage two: Relationship Building9
Stage Three: Exchange of task-related Information10
Stage Four: Persuasion10
Stage Five: Concession and Agreement10
Appendix 112
Figure 1: Hofstede, USA vs. France12
Figure 2: Hofstede, USA vs. Germany12
Figure 3: Hofstede, USA vs. Japan13
Appendix 2:14
Figure 1: The Negotiation Process14

In this assignment we will take a closer look at how technology, and Internet in particular, is changing the “rules of game” when it comes to cultural exchange and how it creates a need to protect ones own culture. We will give a brief presentation of Google as a company, explaining how a search engine works and how money is generated. We will review the Google case in light…...

Similar Documents

Google Case

...based on important words, - list them in an index to determine their location which is constantly updated and - allow users to look for words or combination of words found in that index In order to provide the user with popular and accurate results, Google does not only search for key words inside the web pages but also applies a PageRank technology which ranks these pages by the number and popularity of other sites linked to the page. (2) Google earns their revenue from two different sources: First though selling its technology to other sites and second through advertising on their website. Developing over the years there were several different advertising programmes: Google started with launching ‘premium sponsorship’ in first quarter of 2000, a program offering advertisers the ability to place text-based advertisements on Google’s website targeted to the keywords the users are using. Payments were made by the advertisers based on the number of times they were displayed on the search results page. Next they released AdWords at the end of 2000, which allowed advertisers to place those advertisements on a Cost-Per-Click basis. A large set of websites and other products which have partnered with Google formed a so called Google network’s member site on which, the AdSense programme (which was launched in 2002) spreads relevant advertisements for display with search results. (3) In order to answer the second question one has to take the following criteria into account......

Words: 324 - Pages: 2

Googles Case

...Introduction The purpose of this case review is to summarize the case and identify the key issues. We also will evaluate how Google's mission statement is related to its business strategy, how their information systems strategy supports its business strategy, and how Google's organizational strategy supports its business strategy. Additionally we will identify which of Porter’s three generic strategies is Google employing. Finally we will analyze Google's strategy and the type of market disruption it has created using a dynamic environment perspective. Case Summary Google Inc was founded in 1998, and has grown to serve hundreds of thousands of users and customers around the world by providing access to a free search engine that locates information on the World Wide Web. Their mission is to organize the world’s information and make it universally accessible and useful. Google has created a simple but successful business strategy that is focused on attracting Internet users to their search engine and earning revenue from targeted advertisement. According to Sounders (2013) Google is operating on a simple but innovative business model of attracting Internet users to its free search services and earning revenue from targeted advertisement. They are accomplishing this task through the use of their AdWords and AdSense programs. According to Sounders (2013) AdWords enables businesses to place ads on Google and its network of publishing partners and AdSense allows them to push......

Words: 1056 - Pages: 5

Google Case

...Google Case When someone has to find something on the net he has to google it...That's the appropriate answer to the first question we examin today. Google strategy is infact primarly focused on collecting, organizing and finally making information available to his customer. All the functions must be always performed faster and more complete than before. Google has not been the search engine but it has dictated the standard to all the other companies offering the same services. That's a challenging scope considering the always growing extent of the net. Google occupy a relevant place in its market, it can be defined to be in a dominant position with its market share both in the resident pcs and in mobile applications. The first little crack in its castle started here, infact we have to edit the second point in Google decalogue, infact its core business in not only research anymore. It was in tha past but now the company has to diversificate in order to keep its valuable competitor position in the future. Only in this way Google could be able to mantain its current level on rents. So we have assisted to various strategic moves, both with innovation and acquisition, that we can split in two major branches: A.- Enhance the services offered with new and powerfull web based applications like Google play, Google maps, knowledge graph, social network and Google Cloud. Its main strategy is "forcing" to integrate this application in quite every web site in the world (ex.maps) with......

Words: 967 - Pages: 4

Google Case

...GOOGLE CASE. 1. * It's obviously, that the most important factor behind Google's success is their effort concentrated on developing search engine. They managed to turn the problem with the key word spam on the web into the attractive opportunity being solving it, when PageRank algorithm were created by Sergey Brin and Larry Page. The new system works like this: there were created reliable searches through the amount of websites, which than link to a certain page, or otherwise «votes» to weight the relevance of the search result. * Another crucial factor is Google's orientation specifically on user. Customers were attracted by simplicity of interface – simple one-tone white search page and bright catchy logo. Moreover there were no ads or any content with editorial carater, which led to easy and fast search. * As it was said earlier, a huge accent was maid on delivering to customers the informaton they was really looking for. That means that Google didn't sell search result placement to any advetisers, and if Goodle did it, all the sponsored links were umbral to the keywords of a search, so users in any case found information that was somehow useful for them. * It was highly effective paid search that made Google very successful economically. Firstly «cost per impression» was adopted in 1999, which helped to earn independently of people clicking on an ad. After the successful experience they turned to “cost per click”, which helped to do the......

Words: 859 - Pages: 4

Google Case

...Expectancy Theory---------------------------------------------------------------4 2.4. Three needs theory--------------------------------------------------------------4 3. Hiring practice in Google-----------------------------------5 4. Job design in Google-----------------------------------------6 5. Many questions on hiring practice and job design in Google--------------------------6 6. Practical implications-----------------------7 7. Conclusion--------------------7 8. Reference list---------------------8 Executive summary Google is a successful company among employees and IT industry that vast candidates want to join into Google and become a ‘Googler’ (Page & Brin, 2012). Based on its success, it is obvious that there are many unique strategies implemented in Google. For example, motivational company value, rigorous hiring practices and autonomic job design principles. This report attempts to explore these main tactics behind Google’s success. Besides, it also analyses many motivational theories to evaluate Google’s practices. While all information within this report has come from vast resources, ranging from academic journals and books, the lack of academic investigations such as survey etc. has to be recognised on analysis of practice of Google. 1. Introduction The known Google was set up in September 1998 by its founders Larry Page and Sergey Brin who created an epoch-making search engine for people and even changed the world (Byrnes & Cowan,......

Words: 2323 - Pages: 10

Google Case

...Assignment 2: Case Study essay Subject Code : TBS906 Subject Name : Information Systems for Managers Due Date : May 9th, 2012 Submission Date : May 9th, 2012 Submitted to Ph.D. Kathy Ning Shen Prepared by Name : Abdulghafor Al Saeed ID : 3730499 Phone : +971 50 6153914 email : Table of Contents ABSTRACT 3 1. INTRODUCTION 4 1.1. GOOGLE EXPANSION IN BRIEF… 4 1.2. HOW GOOGLE BENEFIT US? GOOGLE PRODUCTS… 4 2. GOOGLE IS INNOVATION & COMPETITIVE FORCE 5 3. GOOGLE TRANSNATIONAL GLOBALIZATION 6 3.1. GOOGLE ADAPTING “FLAT WORLD” 6 3.2. GLOBALIZATION CHALLENGES 6 3.3. GOOGLE VS. GLOBAL ECONOMY 6 4. GOOGLE SERVICES SECURITY 7 5. REFERENCES 8 Abstract In the following report I analyzed the case study in discussion – Google Inc. – from the prospective of Information Systems related topics studied during this semester. These data represented in order to reach for better understanding of the relation between the success of Google & the Information system setup, infrastructure & strategy implemented in Google. 1. Introduction 1.1. Google expansion in brief… Founded by to colleagues “Larry Page & Sergey Brin” Google started in 1996 with the name of “BackRub”, it was a search engine that meant to use links to determine the importance of an individual webpages. (Google Mission 2012) In 1998; this search engine that......

Words: 1442 - Pages: 6

Google Case

...------------------------------------------------- Google Inc. ------------------------------------------------- [Document Subtitle] Ivan Castillo, Poliane Cruz, SharadhChandran Sethuraju Abstract Google case write-up Google Inc. 1. How did Google create a competitive advantage initially (before 2006)?  There are many types of competitive advantage, and they can be separated into two categories: advantages based on the firm’s position and advantages based on firm’s capabilities. Advantages based on the firm’s position happen when a company accomplishes superior performance because it was the first to enter the industry. The forms of positional advantage are: positional advantage from an attractive industry structure, positional advantage from heterogeneity within the industry, positional advantage from a network of relationships. Advantages based on the firm’s capabilities happen when a company is definitely better than most of its competitors, at performing certain activities. This type of advantage tends to be hard to identify. However it can be easier by starting with the areas that the firm has already demonstrated success. According to the explanation above, it is possible to say that Google create a competitive advantage initially (before 2006) based on the firm’s capabilities. Google was not the first company in its industry but Google was able to improve the techniques presented in the market and make them its competitive advantage. Yahoo......

Words: 1587 - Pages: 7

Google Case

...Memorandum To: Joe S.Anderson, Ph.D From: Ziyue Huang Date: 7/ 27/2014 Re: Google-case, due Monday in class(7-28-14) 1.How does Google’s mission drive strategy at the company? The mission of Google drive it provide an search engine with freedom and fairness to customer, it allow people to gain access to information without business bias and political block. That is why Google decide not let the commercial consideration bias their ranking result, and they provided the useful and correct information for people. 2.Is Google’s stance toward Internet search in China consistent with its mission Google stance in China market is not consistent with their mission, it conflict with the principal of fairness and freedom from Google. Because people could not access politically sensitive sites that appear in Google’s result due to the censorship of Chinese government, Google’s comprise with Chinese censorship had oppose to its principal in order to develop Chinese Market. But the truth is Google quit Chinese Market in 2009, because the leadership members of Google cannot stand the accusations from other organizations and customers, and they didn’t reach an agreement with Chinese government , finally Google quit Chinese market, it still follow principal finally. 3.Do you think that Google should have entered China and engaged in self-censorship, given the company’s long-standing mantra “Don’t be evil”? Is it better to engage in self-censorship than to......

Words: 419 - Pages: 2

Google Case

...2014 GOOGLE Inc. Team 7 3/6/2014 1. In order to identify capacity constraints and better allocate resources companies, Google adopted 70/20/10 model. Google’s aim is to ‘organize the world’s information’. Though all the projects had one aim, they were classified according to their contribution to the core business. This map clearly distinguished the projects as needed. Derivative projects are the ones’ that involve incremental changes in core products and services. These are allocated with 70% of the Google’s resources. Platform projects comprised of extension to core business. And these were allocated 20% of the resources. Breakthrough projects are the ones that are based on fundamentally new businesses. These are allocated 10% of the total resources. These fostered innovation within the company. 2. Technology Stand Alone Value Google’s standalone value includes products like Google Search, advertising, Browser, Cloud based apps, Mobile Operating System and mobile devices. The need of search engine grew with expansion of World Wide Web. Although other search engines existed, however the results on those platforms could easily be skewed. Larry Page and Sergey Bin came up with a new algorithm to counter those problems. “The perfect search engine” says Larry Page “would understand exactly what you mean and give back exactly what you want”. This proved true hence rated high in customer productivity. Their home page interface is clear and simple, and pages load......

Words: 3468 - Pages: 14

Google Case

...Team 2- Decision Strategies | Google’s Case Analysis | | | Prashant Sinha, Xinyi Wang, Karthik Pedduri, Deepak Mittal, Shubham Goel | 11/5/2014 | | Case Background This case talks about Google, the world’s leading search engine and one of the world’s most technically innovative companies. Google was founded in 1998 by two Ph.D. students at Stanford who were able to leverage their algorithm to rank random search results by relevancy to build a multibillion dollar business. The company employs more than 30,000 people and is one of the most sort after companies for software engineers. Despite such a tremendous growth at a fast pace, Google has still been able to maintain the small company feel, giving its employees freedom to invest 20% of their time in any projects of their choice. This has been one of the sources of innovation for the company. SWOT Analysis for Google Strengths The biggest strength for Google is the established brand name with a worldwide market share of more than 70% in the search engine space. Also, Google has been able to distinguish its services from all others and has gained high awareness, perceived quality, and brand loyalty through its branding which is mostly done by word of mouth. Google has also been growing by acquiring companies with diversified market offerings. The leadership has ensured that most of the internet using population is using their products some way or the other making them the most successful marketing......

Words: 716 - Pages: 3

Google Case

...STRATEGY IN ACTION Google On july 19, 2005, Google announced the opening of a product research and development center in China, to be led by renowned computer scientist and industry pioneer Dr. Kai-Fu Lee. Dr. Lee served as de company´s first president and hoped to exploit China´s thriving economy, excellent universities and multitude of talent to help Google develop new products and expand its international business operations. One of the company´s goals was to revitalize the Google website and offer a search engine catered specifically to the Chinese population. The launch of the new web site and sear engine,, enable the company to create a greater presence in the growing Chinese market and offered a customized region-specific tool with features (such as Chinese-language character inputs) that made the chinese user experience much simpler. It also sparked the greatest controversy in the company´s history. In order to gain the Chinese government´s approval and acceptance, it agreed to self-censor and purge any search result of which the government disapproved. Otherwise, the new website risked being blocked in the same way the previous Google. Com was blocked by the Chinese authorities. Google conceded. Type in “Falung gong” or “Tianannmen Square” on Google. Com and thousands of search results will appear; however, when typed into all the links will have disappeared. Google will have censored them completely. Google´s decision did......

Words: 1172 - Pages: 5

Case Google

...Please read the case and answer the question: what classical principles of organization theory does Google controvert? what principles are employed? Google’s Innovation Machine In the pantheon of internet-based companies, Google stands out as both particularly successful and particularly innovative. Not since Microsoft has a company had so much success so quickly. Google excels at IT and business architecture, experimentation, improvisation, analytical decision making, participative product development, and other relatively unusual forms of innovation. It balances an admittedly chaotic ideation process with a set of rigorous, data-driven methods for evaluating ideas. The company culture attracts the brightest technical talent, and despite its rapid employee growth Google still gets 100 applicants for every open position. It has developed or acquired a wide variety of new offerings to augment the core search product. Its growth, profitability, and shareholder equity are at unparalleled levels. This highly desirable situation may not last forever, but Google has clearly done something right. Indeed, Google has been the creator or a leading exponent of new approaches to business and management innovation. Much of what the company does is rooted in its legendary IT infrastructure, but technology and strategy at Google are inseparable and mutually permeable—making it hard to say whether technology is the DNA of its strategy or the other way around. Whichever it is, Google seems......

Words: 2495 - Pages: 10

Google Case

...Introduction Google Company has packed a lot into a relatively young life. Since Google was founded in 1998, it has grown to serve hundreds of thousands of users and customers around the world. Founders Larry Page and Sergey Brin met at Stanford University in 1995. By 1996, they had built a search engine (initially called BackRub) that used links to determine the importance of individual webpages. Now, Google is one of the big companies in the world. Google operating on a simple but innovative business model of attracting Internet user and earning revenue from targeted advertising. This report will be focused on how Google Company create strategy and apply their strategy in global market, which are including Google mission statement, how information system support their strategy, how organization strategy can support business strategy, what is generic strategy that using by Google, and type of market disruption. Discussion First, Google’s mission statement related to its business strategy. Google is an organization that once to provide information to the world in which it can be accessible easily and letting people make use of the information. "To make the world's information universally accessible and useful"(mission statement). Google works on a range of critical projects and issues--from growth strategies for exciting products like YouTube, Chrome and Mobile; to engineering prioritization and global 1 sales force alignment; to partner development......

Words: 1151 - Pages: 5

Google Case

...MM-101 – Consumer Behavior MABEZA, Ryan Marvin Case 3: Wanted: Better Search Engine EXECUTIVE SUMMARY INTRODUCTION Search engines are programs that search documents for specified keywords and return a list of the documents where the keywords were found. A search engine is really a general class of programs; however, the term is often used to specifically describe systems like Google, Bing and Yahoo! Search that enable users to search for documents on the World Wide Web. Web search engines work by sending out a spider to fetch as many documents as possible. Another program, called an indexer, then reads these documents and creates an index based on the words contain in each document. Each search engine uses a proprietary algorithm to create its indices such that, ideally, only meaningful results are returned for each query. As many website owners rely on search engines to send traffic to their website and entire industry has grown around the idea of optimizing Web content to improve your placement in search engine results. One of these was Google, one of the leading internet technologies and advertising companies in the world. The company specializes in internet search engines and related advertising services. It maintains a large index of web sites and other online content, which are freely available through its search engine. The company generates revenue primarily by delivering relevant, online advertising. Google is one of the premier internet brands in the......

Words: 1965 - Pages: 8

Google Case

...Google Case Study Questions 1. How is Google’s mission statement related to its business strategy? Google’s mission is to make the world’s information universally accessible, demand products that support assistive technologies and provide a useful and enjoyable experience for everyone, including those with physical and cognitive limitations (Google, n.d.). Google uses the Internet to make its’ products universally accessible. The value proposition for the Google user involves receiving free Internet tools and applications in exchange for viewing content relevant advertising. Google believes relevant advertising can be useful and enjoyable for the user (Google, nod.). In order to increase revenue, Google must increase the number of places where it can display advertisements. Google continually creates new products which provide new advertising opportunities for Google. The advertiser is concerned with the amount of sales volume generated by the Google advertisement. Because a user is specifically searching for a topic when an ad is presented, Google advertisements are relevant to the user. When a user views a relevant ad, there is a greater likelihood that the user will purchase the product or service. Google’s contribution to advertising relevance is the hybrid paid search ranking scheme which rank search ads based on the combination of bid price and click through rate. By adding click through rate, Google not only maximized income but also increased the......

Words: 2319 - Pages: 10