Category: Analysis Essay

The Google Company was founded in 1998. Since its inception, the organization has transformed its innovative culture through a massive diversification strategy that has seen it offer dozens of products and services for all kinds in various languages. It has concentrated on Internet-related services such as online advertising, search, and software innovation. The company was founded by Larry Page and Sergey Brin who had seen it through its rapid development, the growth of various partnerships, acquisitions and product development (Battelle 2005). The business continues to serve millions of people across the globe with the standout mission of organizing the world’s information so as to make it universally accessible. Innovation comes in various forms, from small changes made to existing services to new offerings that catapult the entire industry. However, Google’s innovation strategy is a process that has been aimed at addressing industry-specific variables and the company’s culture. Only a critical analysis of Google can reveal its strengths, weaknesses and opportunities for improvement.

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Innovation Management at Google

Google has continuously been challenging conventional managerial perspectives with regard to innovation. The venture has been able to combine different competencies successfully. They include engineering skills in computer-related fields and scientifically-supported expertise that focuses on human resources. Google’s management model has been important for creativity and innovation. The model facilitates enabling environment where originality delivers maximum value to the consumers. The model has several principles and is focused on managing innovation from different perspectives and harmonizing it towards quality product and service delivery. The dynamic capability principle holds Google’s ability to integrate and develop external competencies so as to keep up with the rapidly changing business environment. Google is constantly developing new projects with the help of its engineers who are always on the lookout for external changes. An example of a project that has been assigned to engineers is the Google+ model, which has demonstrated brilliant skills and insights.

The second principle is a people-centric approach, where the company focuses on individual employees in order to liberate their innovative power. This principle is based on the belief that people will want to be creative and that the environment should provide them with an ability to express their creativity. Google emphasizes hiring the right people who can manage a business environment of rapid change by having been empowered. Moreover, the organization offers its employees voluntary education while giving them the chance to clear any unnecessary bureaucratic features that could hinder employee collaboration, communication and freedom.

The third principle that helps to manage creativity is based on shaping the company to being an ambidextrous organization. That is, the business has to concentrate on daily production, but not forget to develop creativity by offering the workforce greater freedom that opens their attitude toward experimentation. Google utilizes the 70-20-10% rule, where 70% of the employees’ time should be focused on core business, 20% – on related projects, and 10% – on other projects unrelated to the core business. Accordingly, Google’s engineers have the opportunity to use their time to work on their projects, while other employees can improve their ideas during the 20% of the provided time (Covili 2012). The company’s semi-structured system facilitates employee creativity so that their performance can be valued on the basis of innovation and production. The fourth principle that Google has used so far to manage creativity is the promotion of a network that cares for the environment. Google has been practicing the principle of promotion a conscious exchange of information with the environment in order to capture various ideas developed by the engineers and other employees.

Google’s Internal and Collaborative Innovation Processes

Google’s success stems from its forward-looking innovation as well as its extraordinary management systems. The company has relied on empowering its employees and letting their ideas percolate. Google has been keeping the pipeline of innovation moving by tapping on the available human resources. It has approximately 30,000 employees that are brought together through a common arena for innovative purposes. Its internal and collaborative innovation processes are designed to be managed by channels that encourage expression from different people with varying ideas.

One of the most effective channels that facilitate collaboration in the innovation strategy are Google Cafes. Th