Management : la stratégie de Google

Caroline P.

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Management : la stratégie de Google

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Thèmes abordés

Management, stratégie, Google, case study, Professional management skills, key factors of success, Human Resources Strategy, development strategy, innovation, management strategy, winner-take-all business

Lecture
Résumé
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Extraits

Résumé du document

Google: what does mean this name? It is a play on the word "googol" invented by Milton SIROTTA. It is about the number which is represented by the numeral 1 followed by 100 zeros. The two creators of Google, Larry PAGE and Sergey BRIN, use this term in order to reflect the company's mission which is to organize the immense, the infinite amount of information available on the web, it is mean also the Google's sufficiency in the search business. The success of Google Inc. favored the creation of a new verb: to google used to design its utilization.
The creators met themselves in the Stanford University and decided in 1995 to leave their studies in order to solve "one of the computing biggest challenges: retrieving relevant information from a massive set of data".
In 1997, the buzz about the new type of search technical knowledge and technology began to build a word spread around the Stanford campus.
Google Inc. has a good reputation today; however some of their actions and behaviour are contentious. These are about the personal data, the information that Google keep registered.
In this case, we will study the Google's strategy and what are the competition objectives.

Sommaire

What are the key factors behind Google's early success?
1. The Human Resources Strategy of Google
2. The development strategy
3. The management strategy
Do you expect the search business to become more concentrated?
Is search a winner-take-all business?
In renewing its deal with AOL, could Google afford to pay AOL more than 100% of the revenue generated from AOL searches?
Should Google also branch out into new arenas?
Do you view Google's distinctive governance structure, corporate culture and organizational processes as strengths or potential limitations?

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Extraits

[...] The management strategy The organizational is Google is not really common in an actual company: there are few managers and engineers and all the others workers are managing themselves. The different projects are firstly judged by colleagues before to be studied at a higher level. Thus it is a to the specialization of everybody and to be the best, the one who have the greatest innovation ideas. This management strategy is realizable because they work in little groups in order to establish a better reactivity from them. [...]

[...] and Microsoft. Google seems to be everywhere, in every segment. The others companies are watching Google's development and the fact that the company is competing them in their market segment and advantages. As Google is a young company, more reactive than them, thus the search business market could be more concentrated because some companies can collapse due to the high competitiveness of Google. Someone in a blog paraphrased IBM: paraphrase an old comment about IBM, made during its 30 year dominance of the enterprise mainframe market, Google is not your competition, Google is the environment.[5]” This phrase describes well what Google is and even if it is an old comment, it is still the actuality: Yahoo!, Microsoft and others competitors can do nothing without Google: the company is become the leader of the search business, and thus, the answer to the problematic (do you expect the search business to become more concentrated?) is YES I do, but in a medium-long term. [...]

[...] Almost every engineer wants to work in Google Inc. Google is a mix of youth, dynamism, innovation, and sense of business but as Larry PAGE says, “Google is not a conventional company”[13]. The wish of the two creators (Larry PAGE and Sergey BRIN) and Eric SCHMIDT (the Chief Executive officer of Google) is to apply its private company's values to its future public company). “Don't be evil” is their principle and they make all it is possible to keep the consumer trust about them and their strategy: in the order they make the search results free because it is one of the reasons that consumers use and like Google's services. [...]

[...] Many consumers use Google for researches, agenda, mail, etc., but return to MSN or Yahoo! in order to have others services. The only one negative point about this idea is that Google can be attack on it because of their previous policies and because there is much commonality between portal and search in terms of functionality and performance” [11]. The positive point of view is that if Google built a portal like Yahoo!, the company will attract more users because a lot of them like have more functionality in their portal and the Google one's is more simple than abundant. [...]

[...] compete head to head with Google in search and paid listing”. Internet is became the best way to list information about consumers and these lists are very expensive because of the information they can find and that the companies need to sell their products (in direct marketing for example). We can find different competitors on the same kind of products: for us, consumers, we can find everything we want but we tend more and more to find what we are searching by Google's products. [...]

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