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Google: A Technology Juggernaut

MGT/230

In the late nineteen nineties two Stanford university students, Sergey Brin and Larry Page developed a search engine the likes the world had never seen. Joined by their friend Eric Schmidt they created what is now one of the largest worldwide dot-com businesses ever devised. Like any other company the four functions of management evolve based on both internal and external factors that come into play. This piece will endeavor to examine these changes as they apply to a variety of these factors. In today’s business environment technology is changing quickly and the need for new and innovative products and services has become critical. As customers become more sophisticated and have more choices the need for a company to differentiate itself from its competitors becomes essential for survival. No company has demonstrated the success that comes from developing innovative products more than Google. From the beginning of its existence in 1998 to present, the growth of the company can be directly tied to its ability to develop and bring to market innovations that have transformed the internet. Innovation can be defined as the creation of new ideas that are introduced into the market. Google has transformed the information landscape to bring to market systems, programs, and educational tools that continue to generate new value and to bring about significant changes in society. Google success is directly related to being innovative enough to think differently and eliminating any waste from new ideas. This enlightened philosophy has resulted in the domination in market share in the search engine marketplace. According to comScore, web sites owned by Google “led the U.S. explicit core search market in May with 65.5 percent market share (up 0.1 percentage points), followed by Yahoo! Sites with 15.9 percent and Microsoft Sites with 14.1 percent. Ask Network accounted for 2.9 percent of explicit core searches, followed by AOL, Inc. with 1.5 percent.” (Hartzer, 2011) Google leads the information industry by not only developing new products but also uses know-how to obtain innovation by acquisition. Google has researched, discovered, and purchased many companies that provide a technology benefit to the company. This provides a benefit to very quickly offer new commodities in order to supplement the company’s exsisting range of products and services. One example of this type of innovation is the acquisition of Picasa Inc., a digital photo management and publishing company. This company allows individuals to publish digital photos onto the internet and thus enhances the existing services Goggle already provides. Google has made famous the concept of innovation and places no restrictions on where new ideas to come from. The competition between rival search engine companies is fierce. "The competition is driving a war of innovation and a constant 'upping the bar' in terms of features and function," (Gaudin, 2009) It is essential that any company that seeks to obtain a competitive advantage must focus on innovation as part of the strategic planning process. Goggle is primarily a technological advanced company. The main means of communication is through technology. Therefore, technology affects the four functions of management. The company is always looking for ways to advance technology and for ways to be the perfect search engine. Goggle uses crawlers to help achieve the goal of being a perfect search engine. The crawlers go to sites within the web to see what contents the pages have. It stores this information into an index to help improve their search engine. When a user types in a search in goes through all the indexes to return a successful search. Goggle is always developing new applications to help make searching the web easier. It has developed many applications like android and Google chrome. Chrome is a modern search engine with three main goals. It is aimed at speed, simplicity and security. With the success of chrome the company is now looking into a chrome operating system with the same main three functions. These applications make everyday tasks easier for the user and more convenient. Even just a little enhancement using technology helps the functions of management for Google. The functions of management for Google center on making their search engine user friendly and easily accessible.

Diversity is a term Google puts to practice in many different aspects Since Google's inception they have striven to be more than just a search engine. They are constantly adapting their goals to encompass a diverse range of services in all facets of technology. The strategic and tactical planning to be constantly adapted to bring together the picture of their evolving business. Google currently has a myriad of business units that range from Google maps, Google earth, Google Chrome, Google translate, YouTube, and Android mobile technology. This sort of diversity is a major undertaking for any singular company. Management is challenged to be innovative in organizing their resources and deploying their assets. Another area that Google's' diversity is evident in is the Google translate application. This was developed to further user experience across the globe. The program widens the breathed of the users they could reach and therefore, help connect to their company. This again was a large scale planning endeavoring to increase use over the vast geographic marketplace of the world wide web. Differently Google has seen control problems in their endeavors to diversify. Their Power meter utility was designed to move into the area of new “smart- home” technology. They had to pull the plug on this venture due to less than stellar growth in this business segment. As part of the control monitoring it became evident the application was just not profitable to the expectations. Goggle being a totally homegrown company, has a grass roots feel to their ethical practices. Although they have been shown to have a philanthropic side, they have been accused of antitrust law infractions. Planning was, in a way, a determent to their business. Antitrust laws were only newly being applied to internet technologies and they were snared by their own innovations. Google has had it share of ups and downs when it comes to network privacy issues and cookies tracking. Like Face book and other networking sites, Google has been plied with charges of hoarding user data to manipulate advertisement focus. Management used their control function to save face with the public allowing users to “opt-out” of tracking systems. Without this type of crucial change the company may have suffered greatly. Organizing and leading in innovation for Google's sites worldwide also posed management challenges. In China Google submits to a special regulation that requires them to have filters installed to monitor and abate some information. (Levy, 2011). This had to be handled carefully by the management. China is a huge growing marketplace. Their plans had to be adapted to still reach the Chinese people on mass. By abiding by these regulations Google maintain face with both the Chinese government and a large portion of the worldwide populace.

References
Levy, S. (2011). Google and Its Ordeal in Ordeal in China.. Fortune, 163(6), p.94-100. Retrieved from https://ehis.ebscohost.com

Gaudin, S. (2009, Dec), War of Innovation, Changing Face of Search, Retrieved from http://www.computerworld.com/s/article/9142119/Google_Microsoft_s_war_of_innovation_changing_face_of_search
Hartzer, B. (2011, June). Search Engine Marketing [ comment]. Retrieved from http://www.billhartzer.com/pages/search-engine-rankings-search-market-share-for-may-2011/

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