Environment Sustainability and Strategic Innovation at Google

This report explores the challenges of sustainability faced by Google and proposes a leading edge strategic innovation solution. It discusses the 13-step strategic innovation model and its application in reducing CO2 emissions and managing energy sources. The report also highlights the importance of culture, structure, processes, and systems in driving strategic innovation at Google.

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Environmental Sustainability
Report
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Environment Sustainability 1
Table of Contents
Introduction.................................................................................................................................................2
Innovation Challenge...................................................................................................................................2
The entire 13 STEP Strategic Innovation Model:.........................................................................................3
Leading edge strategic innovation solution...............................................................................................11
Conclusion.................................................................................................................................................12
References.................................................................................................................................................13

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Introduction
Google LLC is a multinational company, which provides various services to their customers in the field of
internet-related services. There are numerous services provided by Google including cloud computing,
search engine, online advertising technologies, and many others. It is the most popular company and it
is considered in one of big four technologies including Facebook, Apple, and Amazon. Sundar Pichai has
appointed as a CEO of Google.
Google is known and popular because of its mind-blowing services, such as search engine, customer’s
services, and many others. It provides many products to their customers to use them for their personal
uses. It provides marketing services as well such as AdSense, AdMob, and many others.
It provides many web-based services to their customers, such as Gmail, Google Maps, YouTube, Google
Docs, Sheets, and slides. It also provides software for development of mobile applications from different
products, such as the Android mobile operating system and many others. The company provides Google
Chrome as a web browser and Chrome OS as well.
This report will provide sustainability and its impacts on the company. It will provide details about
sustainability are a challenge for Google and propose a leading edge strategic innovation solution based
on critical analysis. This report will include the strategic innovation model to implement strategic
innovation solution including the innovation action plan, the leadership, and the innovation
implementation (Drucker, 2014).
Innovation Challenge
Google faces many challenges in sustainability in environmental changes. Google continuously makes
different efforts to reduce CO2 emission from its plants and data centers, which are uses energy sources
for different work. However, Google creates a full renewable energy source based plants to reduce
pollution and manage all the things properly (Palmer, 2019). The Google has faced a huge challenge to
manage their enrgy sources. Therefore, the company wants to solve this issue through development of
renewable enrgy sources to create electricity and reduces energy computation in their data centres.

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The entire 13 STEP Strategic Innovation Model:
This Strategic Innovation Model (SIM) is highly used to handle huge challenges in front of a company.
Google also create new strategies to reduce their pollution at a minimum level. There are different ways
to handle such types of challenges using SIM and it provides a better solution for the company. In the
next section, this report will discuss the 13 steps of SIM (Chesbrough, 2010).
Source: (Goodman & Dingli, 2017)
STEP one checking the now before thinking about the how
It is the first step of SIM and it has three things to think. It provides three dimensions for thinking that
are mass, space, and time (Anderson, et al., 2015).
Source: (Goodman & Dingli, 2017)

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Google has always thought about the changes in previous services and create new once as well. In
addition, the company always works for sustainability.
Rethinking Time: time is the most important thing it makes a huge difference in earning of the company.
Therefore, it is necessary to manage many challenges in a given time. The environment is highly affected
by the emission of greenhouse gases emissions (GGE). Therefore, it is necessary to control it in a short
time.
Rethinking space: technological changes are beneficial for the company and make a new space in the
market.
Rethinking Mass: in the present era, most of the services are online and cloud-based. Therefore, the
company should use technologies and provide better solutions to overcome environmental effects.
STEP two Conventional approaches to strategic innovation
It has three parts to provide a conventional approach to strategic innovation, which are content,
process, and tools (Chesbrough, 2010). Google is a well-established company and the company have
own research and development team. In addition, Google provides innovations in most of the fields,
which are related to the internet-services most of the time.
The conventional approach should have these things, which areas:
Content:
 Too much involvement to increase incremental improvement in different operations and
provide bets profit and cost-effective outcome.
 It requires too much imitation based on the competitor's moves.
 It requires holding on to the strategic position
 In this approach, operational effectiveness is not counted in strategy
Process:
 Create Strategy based on the last year outcomes and plans
 It requires formal and analytical planning
 Creativity is required in this process (Dawson & Andriopoulos, 2014).
 It requires a high validity of assumptions

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Tools:
 It requires those tools, which are too much analytical and focus on control
 Tools used for development and fulfill a different purpose
 Conventional tools provide a different type of wisdom, which is based on the tools
STEP 3 Four basic processes of strategic innovation
Google should consider few things to manage their innovations and create new ideas to design strategic
innovation model, which areas:
 Generating ideas
 Implementation
 Visualizing strategy, and
 Evaluation ideas
Source: (Goodman & Dingli, 2017)
In addition, leadership is also required to fulfill all the requirements of customers from the company
(Johnston & Marshall, 2013). In addition, Google is always having good leaders and they played a huge
role in success of the company.
STEP 4 Innovation action plan
Google should create some basic questions based on assumptions to solve the environmental challenge.
Which areas?
 What types of development reduce GGE?
 What are the company’s requirements?
 Which types of strategy and business model are the best suited to solve the environmental
problem.

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Google should create new plants for renewable enrgy sources near for its data centers to avoid emission
of greenhouse gases and reduces cost from various processes. It is a necessary step for avoid challenges
and issues related to environment in the future.
STEP five reviewing the business
It is necessary to reviewing the business of the company to make changes for improvement.
 Switch the strategic objective of the company
 The company should challenge industry assumptions.
 The company should challenges assets and capabilities
 The company should challenge paradigms and mindsets
STEP six reviewing the market
The company should review the current market and designs, which is the best strategic innovation
model to grow in the market.
 The company should decide customers to target based on their different aspects, which are
shown in the below diagram.
Source: (Goodman & Dingli, 2017)
 The company changes its mindset based on the following reasons:
1. Details about the current customers of Google
2. Find out the needs of clients from the company
3. Find out various reasons to adopt different products and services of Google
4. Find out different products and service, which have a satisfactory feedback
5. The company should find real customers in the market
6. Provide benefits to existing customers from different processes
7. The company must know feedbacks of customers to redesign the products and services

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STEP seven reviewing the market offering
It is necessary to review the market and different offers are available in the market. Therefore, it is
necessary to understand the present condition of the market to take competitive advantage from
various changes in strategic innovation model (Teece, 2010).
 Approach to innovation: Google is always ready for facing challenges because of different issues
in the market. It has own research and development lab at various centers to innovative new
ideas for business problems and other things, such as environmental issues, sustainability issues,
and many others. Google has their clients all over the world. Therefore, it is a tough process to
manage all the things using innovations and strategies (Christensen, et al., 2015).
 Challenging mindsets and paradigms: Google has unique innovations, which make a different
image in their existing and new customers. Google is always fulfilling the needs for its customers
using innovations in its products and services (Lundvall, 2010).
STEP eight Creating customer-perceived values
The company should create customer-perceived value, which provides huge benefits in the growth and
success of the organization (Chemmanur, et al., 2014).
Buyer experience cycle: this cycle is having six phases in which buyer travel from one stage to another.
Customer-perceived Value (CPV) creates based on regular market research and development. Radical
and disruptive innovations are helpful for CPV. This cycle has six stages, which are purchased, use,
delivery, disposal, supplement, and maintain ace.
Source: (Goodman & Dingli, 2017)

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In addition, this process is helpful for finding proper solution of different issues.
The customer-perceived value map / Buyer utility map:
This map is highly beneficial for understanding the needs of customers, as mention different stages in
that map.
Source: (Goodman & Dingli, 2017)
In addition, CPV is used for know about different things, such as risk, connivance, environmental
friendliness, and many others.
STEP nine Characteristics of strategically innovative companies
The company should have some characteristics in their innovative strategies, which can provide huge
benefits to the company, which are people, systems, culture, processes, a and structure.
Culture: organization culture makes a huge impact on the working of employees. In addition, the
company should maintain a good working climate in their organization with the help of different things,
such as effective business communication, open environment, knowledge sharing, and many others. It
creates a teamwork sprint in the employees and increases the performance of employees towards their
work (Brown & Ulijn, 2004).
Structure: the organizational structure is the most important part of an organization. Google has a
hybrid structure in their organization in which they are using hierarchy and vertical organizational

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structure. They make different departments but all are interconnected to share their knowledge and
experiences with some limitations as well (Morris, et al., 2010).
Processes: Google has different processes to manage its many business processes and it has a proper
hierarchy to manage all the processes in a hybrid structure, which is a cross-sectional architecture
(Nelson, 2013).
Source: (Goodman & Dingli, 2017)
In addition, management can take action for all these factor based SIM.
Systems: the company has many systems, which are used to increase the profit of the company and
make satisfied its customers from various valuable services (Smith, 2015).
People: Google is a world big four company and people are always satisfied with their products and
services. Google provides many services free of cost to attract people for their other services and
products (Lundvall, 2010).
STEP10 Purpose of strategic innovation
The main purpose of strategic innovation model is providing a proper way of innovation and execution
of them. However, some of them are not properly working and they take a huge cost. There are many
examples in the world, which has faced failure much time. In addition, innovation is the only key to get
success in the market (Sharma & Jha, 2016).

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There are some factors, which make innovation strategy more innovative, which areas:
 Inspiring
 Based on the capacity of the company
 It should be challenging and ambitious
 It should be capable and iterative of adaption over time
 It should be open ideation
The organization should have few things do compile that strategic innovation model, which is as:
 The company should creative thinking is required in employees
 The company should encourage and motivate their workers from extrinsic and intrinsic benefit.
 The company should provide different platforms for experiments to the researchers
 The company should encourage if employees got failed in their research
 The company should create challenges in front of employees
STEP11 Transformation through strategic innovation management
The company should adopt changes based on different aspects, such as technological, environment,
engineering, sociological, economical and many others. In addition, digital transformation is highly
adopted by the companies for their growth and success as well as taking competitive advantages.
STEP12 Holistic approach to strategic innovation management
The company should have a holistic approach for SIM and provide different facilities to create new ideas
to manage its challenges in the future. Google is always ready to take challenges and resolved them
based on their unique ideas and researches (Lowe & Marriott, 2012).
STEP13 Key principles
Google is always focusing on opportunities, which are based on internet-based services. It is not
necessary that the company be bounded in their limits.
 Create missions: Google is always having different purposes, which provide a huge growth and
increase its performance. The company has a clear vision and missions to achieve success in the
future. Google always make surprised their clients from their innovations (Chen & Huang,
2009).

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 Increase the number of innovations: Google is always working on it and provide innovations in
the field of internet-based services (Tidd & Bessant, 2018).
 Sustainable development: Google has established new labs for research and development and
in the present era, the company considers seventeen sustainable development goals in their
research and innovations.
Source: (Goodman & Dingli, 2017)
Leading edge strategic innovation solution
According to (Palmer, 2019), Google has more than 30 renewable energy sources, which provides
electricity to its data centers and other offices. It is the best way to secure different energy sources
because natural resources are limited, such as coal, petroleum, and many others.
The company adopts this concept and makes changes in many factors. The company increase uses of
renewable energy sources for electricity and it will provide them more business because investors will
invest in those fields, which will consider sustainable development goals (Levy, 2014).

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Source: (Palmer, 2019)
The company is continuous with this feature, implements new renewable energy sources, and shares
their energy to shops and home, which are near to the stations. The company can reduce its power
consumption by using advanced technologies, such as quantum computing and artificial intelligence.
Quantum computing can be used in the designing of their servers and data storage devices, which
produce less heat as compared to other devices and it, will require less power for cooling those servers
and data centers. In addition, low-carbon innovations are useful for reducing pollution from different
operations in the company (Wilson, 2018). However, it is a difficult process to manage all the operation
through low-carbon innovations (Alexander, 2014).
Conclusion
In conclusion, Google should apply SIM for increasing uses of renewable energy sources for its data
center and decrease the rate of emission of carbon dioxide. It will also provide help in to cost reducing
of different processes, which take a huge cost for energy sources.
This report has explained about thirteen steps of strategic innovation model and its uses for handling
challenge appropriately. It will help for different processes in the future as well. In addition, many other
issues are generated because of the different types of energy sources.

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The company can use quantum computing in its data sources for reducing heat generation. Therefore,
the company saves cost in their cooling systems. Moreover, this report has provided a feasible solution
for Google to save their energy using quantum computing and renewable energy sources.
Finally, it is concluded that the company can reduce power consumption in their different processes and
use renewable energy sources for electricity then the company saves lots of cost from it. It will beneficial
for the company in the long-term, as natural resources are limited.

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