International Business in Google 1. Introduction 1.1 International Business Culture 1.2 Purpose and Justification of the Study 1.3 Company Overview 2. Theoretical Perspective 2.1 SWOT Analysis 2.2 Pestle Analysis 2.3 Hall‘s Low-Context, High-Context approach 2.4 Hofstede’s 5 Elements of Culture 2.5 Hampden-Turner Cultural Dimensions 3…
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With globalization, the business strategy of the executives has widened to cross over geographical boundaries and expand their reach internationally. While international business has opened up many new avenues for the organizations, it also brought several challenges and one of them is the culture. The national culture has shown to have a high impact on major business activities and strategies (Chui et al, 2002). In international business parlance, culture can be defined as a set of values, believes, norms as well as behaviors that is characteristic of a particular geographical location. Diversity in culture based on the geographic location can be an advantage, but in many cases, it proves to be a big challenge too, because differences and complexities. The goal of a successful international business should be to ensure that the work culture of various locales converge over a period of time (Heuer et al, 1999). This will ensure that the international business related practices would become similar or same eventually. Hence, there would be a standard business practice, devoid of cultural influences, which would not have the characteristic inefficiencies or complexities that come into picture because of the divergent beliefs and practices. 1.2 Purpose and Justification of the Study This study tries to explore the way in which Google, an organization that has presence in more than 45 countries across the globe handles its international business (google.com/locations, n.d) operations in Asia, specifically India. Through an exploration of theoretical work, it analyzes the key social and cultural trends and how it has an impact on the organization. The study also highlights the strategy of the company with regards to an international market. As more and more organizations are entering a global industry phase, this research is key because it tries to find out how an organization could create cultural convergence by maintaining its presence across the globe. Google was chosen because of its vast presence across the globe and the cultural convergence that it was successful in bringing regardless of the geographical boundaries. Within a span of around 13 years, the company was able to establish presence across the world in a very consistent manner. Therefore, Google was selected as the company for this study. 1.3 Company Overview Google, which is now the search engine with the highest market share (Search Engine Market Share (2011) began in 1998, started a garage in Stanford University as a result of a collaborative effort between its founders Larry Page and Sergey Brin. Over the next two years, it formalized its operations and began expanding rapidly. From an organization that offered search services in one single language, it has not expanded to a company that offers many different services including various forms of advertising, applications, mobile operating systems, email service and so on. Innovation has been the key behind the success of this company that thrives on the philosophy of making information universally accessible. Over the past 13 years, the company has expanded its operations to more than 45 countries and provides its services to users across the globe and in many different languages. Apart from revolutionizing the internet industry across the globe, Google stands
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