Innovation in Google - Term Paper Example

?Answer Shultz1 asserts that market is controlled not by the business but by the end users. As such, the requirements have become key focus for all business. Google’s business strategy is also focused towards client satisfaction. It is fundamentally aimed at providing best user experience and organizes world’s information that is useful and universally accessible2. Google has conceptualized a business model based free access to information that is authentic, well researched and comes from reliable sources. Primarily evolved as a search engine, it now offers myriad products and services to its users across the globe. Its business model is driven by technology based innovation in the area of internet. Most importantly, its business strategy relies on exploiting the vast opportunities of internet to generate revenues for itself as well as for the users and its clients who vary from individual and small entrepreneurs to large corporate houses. Modern business is highly competitive and its challenges need to be met through constant endeavours for innovative products and services that meet and anticipate the changing requirements of the people. Its numerous products and services vis-a-vis Google Chrome, Google App, AdWords, AdSense etc. are testament to its technological advantage that provide users with unique experience and opportunities to enhance their business goals. Moreover, it serves the interests of diverse populace across the globe by providing contents in more than 160 languages worldwide. It has also established offices in more than 40 countries to facilitate local businesses to exploit business opportunities through internet. This is highly creative strategy that integrates local interests with global ambitions. The local businesses can use GooglePlaces to add their business in the list. Thus, when products are searched area wise from across varying geographical locations, their name along with details like address and phone can be accessed by the potential customers. Answer 2 Organization life cycle of Google’s products/services is seasonal mainly due to the fact that internet usage is reduced in summers and commercial activities significantly increase during the fourth quarter. Vacations and festival season contributes to the seasonality. In recent times, recessive trend has also become critical factor for reduced commercial activities. But despite its seasonality, AdSense, Google App and Android are three major product/services that have witnessed significant increase in terms of global sales volume. Advertising is the main source of revenue generation that accounts for 96% of its total revenue3. It also serves as key tool that provides its clients with huge opportunities for growth of business and revenue. AdSense program facilitates websites which are part of Network to efficiently deliver advertisements from AdWords advertisers and revenue shared amongst them. Google App has become hugely popular as its various application tools like email, documents, calendar greatly help to communicate effectively within and across the workplace. Moreover, its cloud based application helps to switch from one medium to another while accessing information. As Google constantly upgrades its products and services, the businesses using its cloud based products and services are not only able to enjoy secured access but they are also not bothered by advancing technology which could have otherwise made it difficult to access data. Android is mobile based platform that can be used to develop applications for mobile devices. Its free open source has made it very popular. Within a year of its launch in 2011 and as on January 2012, more than 250 million mobiles devices were using Android system. Answer 3 The type of control strategy that Google practices is based on decentralized system that gives its employees full freedom to experiment with new ideas within an encouraging environment of constant learning. The decentralized system creates an open environment of trust and accessibility to resources and people within and across the organization. It is driven by high ethics, powerful motivation to innovate and willingness to share knowledge across its various stakeholders and shareholders. The stupendous growth of Google not only as search engine but also as a platform of infinite opportunities is an exemplary example of organic business. The various products and services of Google heighten user experience on a platform that facilitates expansion of business opportunities across the globe. The widely differing paradigms of contemporary business practices are judiciously exploited by Google by redefining and reshaping business processes and opportunities for optimal productive outcome. It constantly strives for testing new opportunities of exploiting the vast potential of technology. Its various products and services in the field of information connectivity are designed to provide the customers and users with new mechanism of improving and improvising business outcome. Indeed, it is the most versatile search engine of the current digital age. It has also emerged as the leading facilitator of new opportunities for people and businesses across the globe to increase their revenues and overcome challenges of recessive environment. Answer 4 Google works in an intensely competitive environment where creativity and differentiation are key issues to maintain competitive advantage. The type of control that most closely characterizes company is highlighted in its organic structure. Google has strong organic culture that delineates hierarchy and treats its workers as human capital with infinite capacity for creative inputs. It promotes creativity and thrives on democratic process and participatory approach that aligns with its wider goals and objectives. Robbins and Coulter4 have described organic organizations as businesses with high flexibility which easily adapt to new situations and encourages sharing of knowledge. Google uses horizontal communications to promote mutual understanding and shared learning. Their commitment to organizational goals is reflected in excellent team work that thrives on shared information, collective decision making and multiple skill development. Creative approach and knowledge management becomes the major enabling elements that provide Google with necessary edge in the industry. Indeed, in current environment of highly competitive global business, organic firms are better equipped to compete and maintain their competitive advantage because of their ability to change and treat obstacles as challenges so that they can be turned into new opportunities of growth. Scholars5 assert that knowledge management and imperatives of constant learning environment are critical factors for meeting the challenges of time and ensuring competitive advantage. Google has maintained its market leadership through its creative approach that relies on new ideas and freedom to experiment with them. Moreover, research and development is intrinsic part of its creative input which helps it to maintain its competitive advantage. Google invests heavily in R&D as its intrinsically believes that improvements are always possible. Thus it constantly strives to innovate and experiment with new ideas. Its extensive R&D facility is essential part of its development processes and encourages discovery and development of new products and services to improve user experience. R&D has become hugely vital tool for Google as it helps to identify new opportunities and challenges for growth6. Indeed, Google’s control strategy relies on empowered decisions and creative input that help it to compete successfully in the cut throat environment of modern business. (words: 1154) Reference 2011 Annual report of Google. Available: http://www.sec.gov/Archives/edgar/data/1288776/000119312512025336/d260164d10k.htm [21 October 2012]. Larry Page, founding member. Available: http://www.google.com/about/company/ [21 October 2012]. Little, S., Quintas, P. and Ray, T (eds.) (2002) Managing Knowledge, London: Sage Slater, S. and Narver, J.C. (1995) ‘Market orientation and the learning organization’, Journal of Marketing, vol. 5, no.3, pp.63–74. Shultz, Don E. (2001) ‘Bid Farewell Strategy based on old 4Ps’, Marketing news vol. 35, no.4, February, pp. 7 Robbins, Stephen., and Coulter, Mary. (2002) Management, 7th edition, NY: Prentice Hall. Spulber, D. (1999) Market Microstructure, Intermediaries and the Theory of the Firm, Cambridge: Cambridge University Press. Zack, M (ed.) (1999) Knowledge and Strategy, Newton MA: Butterworth-Heinemann. Read More