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Google Inc.

Type: Traded as:

Public NASDAQ: GOOG FWB: GGQ1 NASDAQ-100 Component S&P 500 Component

Industry: Founded: Founders: Headquarters: Area served: Key people:

Internet, Computer software. Menlo Park, California, U.S. (September, 1998) Sergey Brin, Larry Page Googolplex, Mountain View, California, United States Worldwide Larry Page (Co-founder &CEO), Eric Schmidt (Executive Chairman) Sergey Brin (Co-founder)

Products:

1. Advertising- Google Analytics, ADWords, AdSense, Demo Slam etc. 2. Search engine 3. Enterprise products- Google Search Appliance, Google Apps, Gmail, Google Docs, Google Translate, Google News, Google in Android phones, Google Chrome, Google Chrome OS, Google Goggles, Google Wallet, Google+

Revenue: Operating income: Profit: Total assets: Total Equity: Employees: Website:

US$ 37.905 Billion (2011) US$ 11.632 Billion (2011) US$ 9.737 Billion (2011) US$ 72.574 Billion (2011) US$ 58.145 Billion (2011) 33,077 (2012) Google.com 1

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Google:
Google is a worldwide known American multinational corporation that provides services that includes Internet-related products, software and advertising technologies. Google was first incorporated as private company on September 4, 1998 by its founders Larry Page and Sergey Brin while they were at Stanford University. Eventually it started its public offering on August 19, 2004 where the founders together own 16% of the market share. The companys current headquarter is in Mountain View, California. The organization follows the statement to organize the worlds information and make it university accessible and useful. Google not only offers the web search engine, also productive software including email, an office suite and social networking, applications for desktops for web browsing, organizing and editing photos etc., development of the Android mobile operating system, as well as the Google Chrome OS browser-only operating systems. It has been estimated to run over one million data centers around the world and process over one billion search requests and about twenty-four petabytes of user-generated data every day. Every year, Google pays the lowest foreign tax rate of the five largest American technology companies.

History:
Googles journey began in March, 1996 by Larry Page and Sergey Brin, Ph.D. which was just a research project in Stanford University working in Stanford Digital Library Project (SDLP). The SDLPs goal was to develop the enabling technologies for a single, integrated, and universal digital library. During the project, Page considered exploring mathematical properties of the World Wide Web to understand its link structure when his supervisor Terry Winograd encouraged him to pick this idea which became the best advice he ever got. Later, he was joined by a fellow Stanford Ph.D. student and a friend of Pages. at first the name of Pages project was Backrub. Page first started his web crawler exploring the web in March, 1996. Analyzing Backrubs output which consisted of a links ranked by importance for a given URL, it occurred to them that a search engine based on PageRank would produce better result than existing techniques. After that, Page and Brin tested their thesis as part of their studies, and laid the foundation for their search engine. Originally the search engine used the website with the domain google.stanford.edu. the domain google.com was registered on September 15,1997. They formally incorporated their company, Google Inc., on September 4, 1998 at a friends garage in Menlo Park, California. By the end of 1998, Google had an index of about 60 million pages. Although the homepage still had marked as BETA, but an article in Salon.com said that Googles search engine was already better than those of competitors like 2

[Type text] Hotbot or Excite.com and praised it for being more technologically innovative than the overloaded portal sites like Yahoo, Lycos, GO.com and MSN.com etc. Since then, Google was seen as the future of the web. Later on, with the help of its loyal and intelligent employees and a growing number of internet users, Google started to grow and became the Google of today.

Googles culture in general view:

Organizational culture shows unique personalities which include traits and characteristics that influence its employees how to act and interact with each other and with customers. If it succeed in training employees well, that means that organization has a very strong culture whose key values are deeply held and widely shared. Any culture starts with its founders and maintained by its employees. The original source of the culture reflects the vision of the foundation. The more employees accept the organization, the stronger the culture becomes and effects the way managers plan, organize, lead and control in a strong culture, employees are more loyal, focused and know what to do to solve any kind of problem which results in high organizational performance. But very few organizations can build strong cultures. And Google is one of them. Googles achievement is the result of how its organizational culture that it has for its employees. Google, as an organization, has been practicing of the most interesting and informal organizational cultures. For these cultures, they are one of the top 100 companies to work for according to the Fortune magazine for many times. In 2007, 2008 and 2012, Google ranked first and in 2010 it came fourth. Google was also nominated in 2010 as being the worlds most attractive employer to graduating students in the Universal Communications talent attraction index. Some of the Googles corporate philosophy embodies such unofficial principles as you can be serious without a suit, you can make money without doing evil, and work should be challenging and the challenge should be fun. This culture that has made Google different from all the organizations are very simply. Its key values are mostly focused on its employees, its ethics and best service that it provides. The following are some of the values that Google established for its employees.

No top-down Hierarchy:
Google follows a casual and democratic atmosphere, resulting in its distinction as a Flat company. It does not boast a large middle company management, and upper management is so hands on. It is hard to qualify them in a separate category. Teams are made up of members with equal authority and a certain 3

[Type text] level of autonomy is maintained, under the regime of single unifying philosophy. This culture also represents delegation. Individual employees are encouraged to speak their mind from the first day. Even decisions classically reserved for management such as hiring, are done through a collaborate process. According to Karen Godwin, the offices online sales and operations manager and a former Kodak executive, We are a highly collaborate culture. There is no top down hierarchy.

Recruitment Process:
Google provides the fastest, most reliable web search engine which is made possible with the help of the employees they have in this company. Thats why Google hires employees who are best in their technological field and also trust worthy. When a new applicant is considered, information collected about where they went to school or worked previously is parsed and stored in ATS (Applicant Tracking System). The company matches the information with a current employee from the same university. The company uses its ATS to ask workers to weigh on applicants who have submitted their resumes online. The company can ask employees through an e-mail for internal references and on the hand, the employee can respond via e-mail, thereby updating the system. It allows current employees to build the community, even if they are not a part of the formal interview process.

Opportunities in Google:
Google rewards their employees hard work with extremely relaxed workplace and encourage creativity through fun activities such as roller hockey, foosball, darts, assorted video games, pianos, ping pong tables, lat pools, and through a casual dress code. Google also gives the chances for its employees to take care of their mind and body by offering them the ability to work out in the gym and get a massage inside the company building. Google understands the fact that their employees have active lives outside the workplace and they encourage their employees to bring those parts of their lives into the Google employee community. All they want is to build such loyalty from their employees that many of the employees see each other and the Google management as a family. As a motivation technique, Google uses a policy often called Innovation Time Off, where Google engineers are encouraged to spend 20% of their work time on projects that interest them. Some of Google's newer services, such as Gmail, Google News, Orkut, and AdSense originated from these independent endeavors. In a talk at Stanford University, Marissa Mayer, Google's Vice President of 4

[Type text] Search Products and User Experience, showed that half of all new product launches at the time had originated from the Innovation Time Off.

Tradition:
As a large corporation, Google has developed some fun traditions for its employees as they do a very boring job. To make it easy for them, Google started making jokes through the Google web engine. As examples, in April Fools Day Google Mentalplex allegedly featured the use of the mental power to search the web or announcing a free internet service called TiSP or Toilet Internet Service Provider where one obtained a connection by flushing one end of a fiber-optic. Sometimes play with words as the users types in the web engine; such as, typing the word anagram, meaning a rearrangement of the letters from one word to form other valid words, Googles suggestion feature displays Did you mean: nag a ram? In Google Maps, searching for directions between places separated by large bodies of water, such as Los Angeles and Tokyo, results in instructions to "kayak across the Pacific Ocean." During FIFA World Cup 2010, search queries like "World Cup", "FIFA", etc. caused the "Goooo...gle" page indicator at the bottom of every result page to read "Goooo...al!" instead. Typing in 'Do a barrel roll' in the search engine will make the page do a 360 rotation. Google also makes homepage doodles. There is no doubt that Google Doodle has become something of an internet icon and attracts searcher and media every time it appears. It is one of the visual approach that Google created for having deep impact on users mind. It has a system of changing these doodles according to a story line and a special event to entice users to excess a web page. For the story line , the system may receive objects that tell a story as the story line goes and successfully provide the objects on the web page for predetermined or random amounts of time. For a special event company logo, the system may modify a standard company logo for a special event logo associated one or more search terms with the special event logo. It has become a tradition of Google Doodle, to show something significant in every day which might be birthdays of famous people, important days of the year or any special event.

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Picture: Google Doodles

Best service provider:

Google is absolutely committed to the best possible services it provides to its users. The employees are bound to give the higher level of service. Dealing with people makes all the difference. In service industry, the companies should try to give the customers the best experience ever. Google believes in the same concept. When it comes to help or give service to the users, the employees have to relate with them , does not matter whether the service provider is in a good or bad mood. Even though Google works with their users virtually, they still value the customer relationship.

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Team effort:
One of the primary characteristics of Google is team orientation. Google always encourages its employees to work and play together in a relaxed atmosphere so that they can bond with each other and formed as a big family. Everyone pretty much on the same level and everyone work together. The limited walls in the building help the employees to feel like a group rather than an outsider in another department. According to Google, Meetings that would take hours elsewhere are frequently little more than a conversation in line for lunch and few walls separate those who write code from those who write checks. This really does reinforce a team environment. As Googles organizational culture, it hires people who respect their companys values and feel the same intense desire for unlimited amounts of information. These desires make them work towards the same goals and intensify the bond they share. Thats why Google tends to have a low turnover rate and receives over 1,300 applicants a day (Fortune, 2007).

Creativity:
Problems that Google deals with sometimes make the employees being creative and risk taking in order to solve the problems. They are allowed just enough freedom to help out the users if they need. This policy also shows the employees that they do not have to take this job as for granted and keeps it on ethical ground. On the other hand, Google encourage employees to work together than to work individually which help them even more to achieve their goals rather than compete against each other.

Customer comes first:

Google allows its employees to be customer responsive. Employees are free to make any decisions that might help the Google users. They are ought to provide the best service available to relate themselves with the users. Googles employees are trained to think outside the box which they are known to go above and beyond what other companies would do to satisfy the user need while maintain company values.

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Playfulness:
To encourage the Googles employees spiritually, they are rewarded for their individual success and team accomplishments. According to Google, the employees are allowed have fun along with work. Googles ability to allow its employees to have fun while at work is motivating itself. This motivation shows itself in the work as well. Here, it is a give and take relationship where both sides get something out of it.

Ethical code of conduct:

Google follow certain principles for its employees to practice. As mentioned before, its informal corporation motto is Dont be evil. Employees work as hard as possible to achieve their way to users mind. Their goal is to represent Google as a different kind of company, not for their products or the business which also include in the lives of the employees. Although Googles main intension is to help the users with its service but their important audience is their employees. Being an employee of Google simply means to hold the highest possible standard of the ethical business conduct. According to the company, its reputation is the most important asset as it has earned it by hard working and practicing these ethical principles. That also proves the faith and trust that Google achieved from its users, based on which rests the success this foundation re-earns every day, in every way by every one of the employees. These principles are not only a set of rules but also an expansive statement to inform all its employees, temporary workers, consultants, contractors, officers and directors about its actions to know about them and imply in any kind of situation that may arrive.

Conclusion:
Google has a unique way of conducting business that appeals too many. It inspires both its users and employees to stick with to it. Its culture shows even a company can be fun, creative, customer and team oriented, organized and mostly continue its business with good deeds altogether. It is the sort of culture that creates individuals that have the desire and the motivation to stay with a company.

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Reference:
Robbins SP, Coulter M and Vohra, NA; 2010, Management, Pearson Publications, 10th edition Weithrich, H., Cannice, MV and Koontz, H. (2008), Management- A Global and Entrepreneurial Perspective, Tata McGraw-Hill Publishing Company, 12th edition http://www.stellarix.com/blog/google-obtains-patent-for-its-doodle/ http://en.wikipedia.org/wiki/History_of_Google http://en.wikipedia.org/wiki/Google#cite_note-form_10-k-3

http://www.google.com/corporate/culture.html