Managing Change at Google

Managing Change at Google: The Challenge of Shaping the Internet Experience



Google has adapted to a rapidly changing Internet by attempting to organize the world’s information and make it accessible with a simple click of the mouse. Google has revolutionized search technology as well as the business model for Internet advertising. This has created a real-time marketplace for businesses to better target their customers and monitor their marketing effectiveness. The challenge Google now faces as a maturing technology company is to focus on innovation as well as finding additional revenue streams to supplement its extremely successful auction advertising. This paper will examine the external challenges the company faces as well as details the innovative ideas being developed by Google to continue to shape the Internet experience.



Google has become the most important, most innovative and boldest Internet age company. In the process of making such bold moves, Google has had to adapt and become a revolutionary company in the way they manage change. In many instances, the company has written its own playbook on the subject.



Many of the most respected managing change ideas, such as Jim Collins’ "Good to Great", "4+2" and others have applicability even in Google’s case. This paper will also draw linkages to Collins and others to explain how Google put these into practice to achieve greater heights. For example, Google has in its 10 principles "It’s best to do one thing, very, very well" which is directly correlated to Jim Collins’ Hedgehog Principle.



At the same time, Google has been a change innovator, departing significantly from accepted change theory as it rapidly expands into areas far removed from the innovation in search model. Some new areas Google is pouring their efforts into:

• Cloud Computing

• Revolutionizing utilities

• Telecommunication

• Collaboration

• Manufacturing



Google’s unique take on managing change goes a long way to shape the Internet experience for its users and customers for years to come. It is the goal of this paper to provide an organizational framework to this innovative company and examine how it could be applied in other organizations and sectors.



To read the full paper, click here: http://tinyurl.com/4fjsqlf



Yulia Healy

BrightHeight Solutions

yulia@brightheight.com

http://www.brightheight.com