Creative and Innovative Management at Google: A Case Study

This report explores the creative and innovative management processes adopted by Google, including the 70-20-10 principle and leadership styles such as affiliative and authoritative. It also discusses the influence of the CEO and the mission and vision of the company. The report provides strategies for overcoming barriers to innovation and communicating with stakeholders.

Creative and Innovative Management
Google
6 / 2 3 / 2 0 1 8

CREATIVE AND INNOVATIVE MANAGEMENT 1
Executive Summary
Creativity and innovation have altered the world. Any innovation or creativity in the
company can result in growth and attain new heights of the success. Nowadays workers are
more authorized to think easily and execute novel ideas and opinions that assist the company.
This report is being prepared in order to highlight the innovation and creativity adopted by
the Google Company and actions to support them.

CREATIVE AND INNOVATIVE MANAGEMENT 2
Table of Contents
Executive Summary...................................................................................................................1
Introduction................................................................................................................................4
About Google.........................................................................................................................5
Vision of Google................................................................................................................5
Mission of Google..............................................................................................................6
Company Culture of Google..............................................................................................6
Current Innovative and Creative Management Processes......................................................6
Current Creative and Innovative Processes of Google......................................................7
Leading others to absolutely hold the innovation and change...............................................8
Leadership in Google.........................................................................................................9
Support of CIM processes for a Company or Organization.................................................11
Influence of Mission and Vision statement on the generation of CIM processes............11
Analytical tools to recognize possible CIM ideas................................................................12
SWOT Analysis of Google..............................................................................................13
Benefits and Risk of Creative and Innovative management ideas...................................16
Change models in order to provide the execution of creative and innovative management
ideas......................................................................................................................................18
Affecting others to influence change in a company or organization...................................19
Producing a suitable rationale to encourage stakeholders of the company of the
advantages of a CIM idea.................................................................................................19
Google and its effect on the Stakeholders........................................................................20
Converse about the CIM idea with the Company’s stakeholders........................................21
Establishment of major goals and priorities for the execution of the CIM idea utilizing
stakeholder’s feedback.........................................................................................................23
Plan or Strategy to overcome obstacles or barriers to the execution of the CIM ideas in the
company...............................................................................................................................24
Assess the barriers or obstacles to the execution of a CIM idea in the company............24
Barriers to Google and strategy for overcoming those barriers.......................................25
Design a strategy to overcome recognized obstacles or barriers to the execution of an
innovative and creative management idea in the company..................................................26
Elucidate how the strategic plan for the overcoming of the barriers will confirm the
innovative change is attained...............................................................................................27

CREATIVE AND INNOVATIVE MANAGEMENT 3
Communication of the strategic plan in order to overcome the barriers to the pertinent
stakeholders in the company................................................................................................28
Proposed communication strategy for Google.................................................................29
Conclusion and Recommendations..........................................................................................30
References................................................................................................................................31

CREATIVE AND INNOVATIVE MANAGEMENT 4
Introduction
Creativity is said to be an act of converting new and inventive ideas into actuality (Creativity
at work, 2018). Creativity is considered with the capability to observe the world in a different
way, to discover unseen patterns, to make networks between apparently unconnected
wonders, and to create solutions. Creativity includes two procedures: thinking and then
producing. Creativity makes everyone’s life interesting. Some people are privileged that their
developing imagination has cherished and grownup into tough creative thinking aptitudes
(Roe, 2012). Innovation is said to be the execution of a novel or considerably enhanced
service, procedure, or product that makes value for the government, society, or business.
Companies who observe and perform as per the available opportunities and possibilities for
alteration by innovation in the present unstable and indeterminate, environment of business
will not just survive in the market but they will positively compete and even effectively
operate in the negative conditions and fluctuating economic conditions (Imagine Nation,
2016).
Innovations will be used by these type of businesses as a systematic, technological, strategic,
and human-centered lever for emerging nimble innovation cultures and responsible procedure
of business management and eco-system of the global industry. This report is aimed towards
understanding the CIM activities (creative and innovative management) of Google Company.
Explanation of the steps that must be followed to lead others in the organization will be
provided. The mission and vision of the company will be provided. Besides this, the
discussion will be conducted related to the tools that must be utilized to recognize the
potential creative and innovative management ideas in Google. Further, explanation about the
stakeholders of the company will be provided. Moreover, steps will be specified that will be
utilized to take the feedback from the stakeholders of the company. The report will also

CREATIVE AND INNOVATIVE MANAGEMENT 5
recognize the barriers that can arise in the implementation of CIM ideas. In the end, the
strategic plan will be provided for smooth execution of CIM that can overcome the
recognized barriers.
About Google
Google is a well-known multinational technology company in America that focuses on
offering Internet-based products and services, which comprises search engine, hardware,
online advertising technologies, software and cloud computing (Craft, 2017). The company
was founded by Sergey Brin and Larry Page in 1998 while they were pursuing their degree of
Ph.D. at Stanford University, California. Both of founders together own 14% of the
company’s share and manage 56% voting power of shareholder by super-voting stock
(Rouse, 2018). They united Google as a privately detained company in 1998. In 2004, the
company released its initial public offering and Google as shifted to its new headquarters
which was offered a nickname as the Googleplex. The plan of Google of the conglomerate
was announced in 2015 (Google, 2018). In August 2015, Google announced plans to
reorganize its various interests as a conglomerate which was known as Alphabet Inc.
Alphabet's leading subsidiary of Google will endure being known as the umbrella company
for the Alphabet's Internet interests. In the end of the reorganisation, Sundar Pichai was
selected as the Google’s CEO, by substituting Larry Page, who was eventually, became the
Alphabet’s CEO.
Vision of Google
The vision of Google Company is to offer people access to the information of the whole
world in just one click. The nature of business of the company is a direct appearance of this
statement of vision. For example, the most famous product of Google is its service of the
search engine. This offering of the company allows people to easily get the information from

CREATIVE AND INNOVATIVE MANAGEMENT 6
the whole world. The vision statement of Google is comprised of three variables i.e.
accessibility, one click, and information of the world (Thompson, 2017).
Mission of Google
The mission of Google is to gather the information of world and make it useful and accessible
universally. From its beginning stage, the company is concentrated towards creating its
exclusive procedures to increase effectiveness. Google endures to an emphasis on confirming
that people get same information which they are looking for. The mission statement of
Google is parallel to its vision statement. The statement of the mission involves four variables
i.e., universal usefulness, and accessibility, and information of the world, and organization
(Farfan, 2018).
Company Culture of Google
The working environment of Google is a fast-paced and involves high-energy. Whereas the
dress code can be “casual” the business entices and recalls some of the optimistic minds in
the industry of technology. The company possesses play hard and work hard atmosphere. The
offices of the Google involve facilities of café, snack rooms, workout facilities, and a dorm-
like environment (Schneider, 2017).
Current Innovative and Creative Management Processes
Innovative Management- Innovation is not only about producing or releasing new and fresh
products. However, it also includes the execution of the new procedure of business, new
methods of performing things, alliances, radical, and brilliant new ways to advertise
strategies of the business (Goller and Bessant, 2017).
Businesses take the help of innovative management in relation to operating their business and
help their consumers in innovative and better ways. Management of Portfolio is known as the
tool which is used to understand the innovative management in an effective manner.

CREATIVE AND INNOVATIVE MANAGEMENT 7
The procedure of Portfolio Management- This procedure is comprised of three
components by which innovative management could be managed and signified in an
organized outline. These mechanisms are defined below:
 Incremental- A penetration and eloquent analysis could be considered in this
procedure by which companies carry more evaluated and developed ideas on the
present projects.
 Radical- The method to utilize the elementary and essential approaches with the
similar technology than with more progressive execution in the organization
 Fundamental- The procedure to utilize completely diverse technology (Xidonas and
Mavrotas, 2012)
Current Creative and Innovative Processes of Google
Google is a well-organized company which possesses various products with massive and
great innovation like YouTube a website for sharing video, the website of the search engine,
Google mobile and Google TV, the market of advertising on ‘double click’, Google +,
personal data collecting, etc. (Carlson, 2014). In order to handle and maintain all these
services and products sustainability, firstly Google was operating its activities on an
organized procedure of innovation known as an Incremental procedure where the framework
i.e. BCG was the center in order to operate with the creative ideas (Leong, 2018). This
exercise carried enormous deprived or poor outcomes where Google’s CEO identified the
greatest Creativity as the productivity along with poor and less Innovation (Travica, 2015).
The Incremental procedure started posing barrier in the establishing or launching of new and
innovative products, in order to resolve this issue this procedure got uncontrolled and
substituted by the 70-20-10 principal which helped Google in becoming the largest profitable
company in its offering or products.

CREATIVE AND INNOVATIVE MANAGEMENT 8
The Principle 70-20-10- A current reflection arises with the outcomes, where the main
business of the company i.e. Google is from its Ads and Search engine. By observing these
outcomes, Google Company planned to devote more than 70% of the time after ads and
search and carry maximum ideas about it. Where 20% of the time went to interact and deal
with the people of technical department and to make them free in order to search more
creative ideas by which maximum of the interesting and new products can arise. The
remaining 10% of the time is indulged in the crazy and odd ideas which may not offer
anticipated yield but still has some value of trying it out (Wroten, 2014).
The strategy of the Google products is currently very close to intimidating the dominance of
Microsoft in the technology. Believe of Google is in its organized approach and to possess
employees who are matured enough to understand the requirement and wants of the company
(Thomas and Karodia, 2014).
Leading others to absolutely hold the innovation and change
Leadership- Leadership is said to be the organized process by which one person can inspire
or influence the group or individual in order to attain the common goals or objectives
(Catranis, 2017).
Leadership quality- Leadership qualities are those qualities which are carried by the leaders
along with them in order to archive the goals of the company by leading the people of the
company. It contains various qualities which workers absorb and track the same like
integration donates interior values and exterior reaction, the administration which permits
achievement into the company, openness, and humility to add to the innovative ideas and
honestly contract with the workers etc. (Adair, 2013).

CREATIVE AND INNOVATIVE MANAGEMENT 9
Leadership in Google
An eminence leader carries skills of solving the problems carry motivation, attachment
among different workers and so on changes by which he rationalizes to be a leader. Google is
said to be a company which has made the powerful history in last 10 years through its
effective brands with enduring innovation and policies. It manages approx. 20,000 workers
with diverse segments and contains diverse styles of leadership in order to achieve the goals
and objectives (Tran, 2017).
Styles of Leadership can be several such as entrepreneurship, autocratic, McGregor’s X and
Y theories, consultative, directive, laissez faire, concern for the style of task and concern for
the people, transactional and transformational theories etc. (Iqbal, 2011). The company like
Google which deals in various services and products possess various styles of management
based on the level of management.
The leadership style has been differentiated into six styles that are democratic, pacesetting,
coercive, coaching leadership, and affliative leadership.
Affiliative style of leadership- It is the style of leadership where workers or personnel come
into the contact with each other and make strong relationship bonding with the help of open
communication and conversation that helps in bringing out new and innovative ideas in the
organization. Google deals with those employees who incline to say and interconnect which
offers luxury or comfort level to the workers to be flexible with the administration. It
provisions workers to be cheerier and do not operate under any kind of pressure. This
leadership style carries huge productivity and freeness into the environment of the company
(Steiber, 2014).
Another important leadership style which is followed by Google Company is "Authoritative
style" in which leaders offer extra freedom to the staffs in order to get new and innovative

CREATIVE AND INNOVATIVE MANAGEMENT 10
ideas. Leaders take accountabilities to create a rich vision and in the planned vision workers
perform their work with the total sense of responsibilities. This particular style of leadership
offer satisfaction to the workers of the company and reflect them their importance in the
company. Every type of feedback is predictable for all the employees (Thompson, 2018).
Influence of CEO
The Google CEO i.e. Eric Schmidt operates his company in a method where workers can feel
free and live their life happily. He has continuously believed in the freedom which offers
more creative and innovative ideas in place of very organized execution. Google’s CEO
thinks that if the company faces crises workers will give their maximum attention, therefore
if the company is not dealing with any crises he believe that ‘let's create it' (Savoia and
Copeland, 2010). He has made a trend that around 20% of the employees will just work in
the company for innovative ideas and on innovative ideas. He is the one who leads employees
to offer them a chance to provide themselves, communicate and talk. Consistent conferences
or meetings are set with those individuals who have yet not added something in the
innovation of the company and those who have fear of interacting with others. This particular
act of the Google CEO has provided a feather to the staff to work and provide new and
innovative ideas and a proposal to the administration. Eric the CEO of Google does not
believe in the environment full of pressure. He makes his workers free to attend the office in
any dress they want to wear and it is their choice the way they want be stay in the company
(Patrone, 2017).
The leadership style i.e. the “Democratic style” is styles which are utilized by the Google
Company in order to make their workers interact more with each other and cooperated where
they can deliberate about fresh ideas of new technology and new products. The diverse

CREATIVE AND INNOVATIVE MANAGEMENT 11
section of product in Google Company makes use of the diverse style of leadership towards
attaining one goal for the company (Feloni, 2017).
Support of CIM processes for a Company or Organization
Influence of Mission and Vision statement on the generation of CIM processes
Mission- Mission can be described as the present situation and the present and future plan in
the direction of its vision (Rouse, 2018).
Vision- The vision is said to be the wanted advanced view of the business. The vision is
comprised of various long-run objectives and goals for which it the mission is planned in
terms of procedure which also supports in attaining long-run objectives or goals (Stoner,
2018).
The vision of Google- The Company’s vision is to systematize the information of the whole
world and make it completely available and valuable (Google, 2018).
This vision is set by the Google Company by looking at the perception of the needs of the
people in terms of the internet. Google desires to create its aptitude more valuable tor the
people on just one click, but by making various options of the web to allow them access from
any place with their devices and which can be a valuable tool with valuable information.
The Google Company has framed various long-run strategies in the manner of their mission,
however; there is not a single or particular statement that creates its mission. The Google's
mission can be to make the open web which offer benefits to all the publishers and users
(Baldonado, 2015).
As per the Alfred Spector the vice president from the special and research initiatives, Google
Company is concentrating on the fresh technologies that are classic and carry variability in
the company. It could be images, videos, advertisement, maps, text etc. (The Guardian, 2012)

CREATIVE AND INNOVATIVE MANAGEMENT 12
Google Company is now operating on the 70:20:10 principal where it makes use of 20% of
the employees in order to get more new and innovative ideas in a form they want to work
freely with complete freedom (Center for Creative leadership, 2018). With 2008 example,
Google Company took entry in the TV and mobile world where people were allowed to have
the access to the Google online which is presently turned into a forward-thinking facility to
utilize along with the Android application in a maximum of the handsets.
Google put its efforts into making changes in the users of the phone, it develops a test for the
creators to make application for Android. The company initiated collaboration with around
34 organizations of mobile that permits to comprise the application of Android in their
handsets. Though, Google has tried to insist to comprise the application of Google as a
default option. This action can carry easy entree for the operators by doing just one click on
their mobile phones and other devices that also make advantages for Google by satisfying the
purposes of vision and mission.
Analytical tools to recognize possible CIM ideas
There are various factors that are comprised into the company and that helps it in making
innovative, before going into the deep knowledge of the analytical tools, it is essential to
understand about the factors like Team working, organization culture, Training and
development, shared leadership and vision, creative climate, and organisation culture, etc.
Shared leadership and vision- Shared leadership and vision make the future picture of the
company. People focus towards future goals and being dedicated towards the company.
Companies also confirm that they make an environment which is focused towards identifying
new innovations.

CREATIVE AND INNOVATIVE MANAGEMENT 13
Organisational Structure- Company’s organization structure is dependent on the
categorized or hierarchical structure where every worker is assigned with some job and
responsibilities to attain the goals of the organization (Dugdale and Lyne, 2010).
Training & Development- Training and Development both are said to be diverse activities
however both are attached to each other. With the help of training, workers can acquire and
work efficiently where growth is the chance or opportunity for the workers to make them
ready for the future task. It assists in understanding the correct aptitude incorrect people to
operate in an innovative format and becoming more creative (Sahu, 2009).
Employee Involvement- Every factor is interrelated with each other, in order to meet the
training and development requirements it is essential to possess involvement of employee
which also carries eagerness into the workers (Heathfield, 2018). The consequence of the
practices offers more new and fresh ideas, for innovation and development of product quality,
to deal with the challenges with enhanced performance.
The below mentioned analytical tool will elaborate on the present position of the Google
Company and its upcoming requirements.
SWOT Analysis of Google
Strength of Google
Google possesses two main strengths. Around 70% of the queries of the world are processed
by the Google search engine and Android controls closely 80% of worldwide smartphones.
Hence, it is not astonishing that Google Company works as the biggest company in internet
advertising in the whole world in terms of annual revenue.
The strength of the Google is pulled towards mobile and searches by enclosing operators into
its ecology with valuable applications such as Drive, YouTube, Google Now, Maps, and

CREATIVE AND INNOVATIVE MANAGEMENT 14
Gmail. All these applications collect information about the operators, which allows Google
Company to make enhanced targeted advertisements in the complete network. Moreover, to
sell the advertisements, Google Company makes extra mobile revenue by captivating 30%
cut of the purchases of Play Store. Those growing engines pumped out the robust top and
bottom line growth over the past five years.
Source [(Sun, 2015)]
Ad-dependent business model of Google allows it to establish free operating systems and
efficiency software, offering it a benefit against Microsoft, which depends on the revenue
from the software which is paid. Google dragged all the free application along with Chrome
books, which are meant for the young professionals, small and medium business, and
students. Chrome books are just comprised of 1% of the PC market, however, it increased in
2017.
Weaknesses
The greatest strength of Google is its largest weakness. With around 90% of the revenue is
generated from the advertisement, Google Company is helpless in changing demand for its

CREATIVE AND INNOVATIVE MANAGEMENT 15
dvertisements. One of the closely observed figures of Google is the CPC i.e. "cost-per-click"
of advertisements, which evaluates how much publicists are ready to pay for the traffic. In the
very initial quarter, CPC of the Google dropped by 7% yearly, as compared to a decline of
3% in 2014’s fourth quarter (Sun, 2015).
With the declining value of the advertisement of Google, the Facebook advertisement value
increased, because of its strategy of regulating the number of showing advertisements to
expand demand. The Facebook’s average price ad flew 285% yearly however entire ad views
declined 62%.
Google Company also has terrifyingly high employee turnover rate, among both regular
employees and top execs. Employees of Google only possess a middle tenancy of 1.1 years,
as per PayScale, it possesses the fourth highest rate of turnover of any main company of U.S.
That brain drain can cause Google Company to drop its competitive advantage in
contradiction of its competitor such as Facebook.
Opportunities
With the developing trends of technology and increase in the users of the internet, a rebellion
has been formed in the 21st century for a common man to search for the knowledge and
information. “Adwords” which is known as the click program provided by the Google
Company and “Adsense” which is a program through which the publishers of Website make
a share of the promotion revenue for employing Google sponsored links on their website are
main programs of revenue generation and program of customer attraction correspondingly. A
major part of the revenue of Google Company generated from the ads that are 99.9%. Google
Company is continually involved in the programs of acquisition such as YouTube
acquisition, Picasa, Android, which comprises around 90+ companies on the list. More
prominently, Google Company has a very huge base of the user, that any additions it does

CREATIVE AND INNOVATIVE MANAGEMENT 16
instantly become more popular every from the original idea. Example – Picasa which
essentially got double traffic the time it got linked with the Google. Therefore the
opportunities are in great quantities for the Google Company.
Threats of Google
Google Company deals with the huge competition with other search engines such as Bing,
Yahoo, etc. Yandex and Baidu in Russia and China are the winners in the market in that
atmosphere. Both of them can be the Google’s developing threats. Altering preferences of
users has ensued in anticipation of additional quality outcomes, which Yahoo emphases as its
key agenda. Google Company is around 10 years older; any new company in the search
engine technology market has to track all the modern technological trends. In this zone,
Google can fail or can take some time to drift its current technology which is a severe threat.
Majorly Google Company does not misplace its attention with players such as Yahoo and
Facebook. The search engine of the company offers it a competitive advantage in the market
on the Internet and going away from that will be the largest threat that Google can face
(Bhasin, 2018).
Benefits and Risk of Creative and Innovative management ideas
Benefit and risk are said to be the two results of the process of creation and innovation by
which any company creates its plan for novel technology and products with fresh goals and
objectives (UCI office of research, 2015). Furthermore, the company needs to make sure to
alter any risk into the advantages and its cons and pros as well.
The risk to a company arises because of:
 Unavailability of Information and immaterial details
 Lack of possession
 Deviance of objectives trailed by its goals

CREATIVE AND INNOVATIVE MANAGEMENT 17
As per the CEO of Google, it is more predictable to understand the new technology risk and
the ideas. Where Google is subsidizing 20% efforts after new and innovative idea or product
can become a large risk. Google operates on the advertisement and search engine and also it
has cooperated with various other businesses such as YouTube where people look for huge
content in the form of video (Patterson, 2013). As per the culture of the country, it could be
said that such type of video content might be not suitable however as the search engine and
software cannot trail decent content and deprived content so it might carry one rule to all that
to follow the new laws and rules. Though, indefinite condition, Google has to make with the
legal and political issues that can result in damage to the company. The maximum use of the
internet can bring the huge concern of piracy of video or issues of copyright and unsuitable
content (Cleland, 2011).
The new facilities and technology to people to make internet access easy can result in major
risk to the company on the other side, because of diverse laws in the nations, Google
Company has to get ready with the person responsible for legal concerns in the respective
countries who is familiar with the laws and policies of those nations. Such actions can make a
key problem to avert the emphasis on the vision and its goals.
Though it can be said that every risk does not arise with issues, however, if new organization
and the product looks for the development then risks are unavoidable in the matter of future
outcomes. After passing numerous possible risks Google has touched on the achievement
point where around 70% of people make use of Google for searching information as a search
engine and avail the advantages for the advertisement of their business and products.

CREATIVE AND INNOVATIVE MANAGEMENT 18
Change models in order to provide the execution of creative and innovative
management ideas
Google is considered as the large company which executes various models in order to achieve
their objectives and goals. Though, one of the ideal models is that which could be linked to
the Google to carry CIM ideas.
Initiation- In order to make Google Maps/ Google earth, the initiative was taken which helps
in knowing the information of the location by using the map in the whole world. Though, the
app was established in 2004 by CIA which is a subsidized company and Google acquired it
(Lardinois, 2018). Another addition that has been done and added by the Google Company in
this app is to look at the airport’s internal floor plans, Japan and U.S’s shopping centers
(Google Maps, 2018). Along with this initiative was taken to look at the present position or
location from anyplace through its Android application on the handsets.
Diagnosis- Google Company offer 20% of the time on innovations where CEO of the
company attends conferences and meetings with employees and grip the office for the
discussions about the innovative ideas and offer a chance to talk with the workers to provide
their creative and innovative ideas. This diagnostic exercise carries new innovations and
products for the Google.
Establishing- Since last 3 years, Google Company has introduced its 30 centers of Research
and development in all the big nations such as Canada, Russia, US, India, Europe, and Japan,
etc. The accountabilities of the department of Research and development have been
correspondingly dispersed to take care of all the new work and projects as per provided
components.
Acting- The key growth and development of the Google Company in terms of its actions and
product is innovation. For instance, to compete with Facebook, Google Company initiated its

CREATIVE AND INNOVATIVE MANAGEMENT 19
Google+ 2011 which works as a social site where people have right to share their social life,
views, opinions, and personal feelings (The Guardian, 2011). Though, Google Company has
also funded the growth of Android application and partnership with various companies of
mobile in order to make it useful to people.
Learning- Google Company has established the Google learning academy in the year 2006
by which employees of Google can study new and advanced technology and their values
(Lear Digital, 2018). Along with this, Google also initiated declaring teachers as the Google
certified teachers. The time Google Company analyzed its strength of being the most wanted
search engine and in terms of the number, it is used around 70% for the ads and search. It
established the notion with the tagline “Google wants to pay you”, due to which people could
create surveys of various companies and for the similar reason Google paid.
Affecting others to influence change in a company or organization
Producing a suitable rationale to encourage stakeholders of the company of the
advantages of a CIM idea
Stakeholders- Stakeholders are said to be those people who show their interest in the
company and are influenced by the company’s decision indirectly or directly. A shareholder
can be an individual or group, or organization, or company's employees (Freeman, 2010).
The contrast of the interest and power of the shareholders, they play an important role in the
company in regards to the process of innovation as well as decision.
Below mentioned are the four constituents where management of innovation links with the
stakeholders
Phase Method Outcome
Overview of Stakeholders The set procedure of
concerns and demonstration
Stakeholder’s evaluation

CREATIVE AND INNOVATIVE MANAGEMENT 20
of the same
Stakeholder’s analysis Planning of stakeholder
matrix
The result of their power and
interest
Stakeholder’s plan Communication Structure
and their meeting plan
The strategy of
communication with the
stakeholders
Stakeholder’s management Plan of awareness for the
stakeholders about every
activity
Relationship management
with the key stakeholders
With the enormous strength of the innovative ideas, Google Company is in the procedure of
having fresh product for which every customer is waiting like Chrome OS, Google+ 1,
Google voice, Google tablets, etc.
Google and its effect on the Stakeholders
In the initial stage, Google used to put pressure when they use to establish or launch the new
and innovative product. The time the CEO of Google took total control of the whole company
he made every employee free and created a flat structure for their comfort (Smithson, 2017).
Along with this, he tries to create the environment where there is no differentiation done
between stakeholders and shareholders. The comfort for the employees is arranged in a way
where perks are provided to the employees from the shareholder’s earning. Stakeholders like
Yahoo, Apple, Facebook, Microsoft, and some individual employees got prejudiced by the
Google because Google itself is the major competitors of its stakeholders (Meyer, 2017).
Google Company has directed to introduce fresh new products before stakeholders follow
and if they introduce a similar product which is not available with Google, Google quickly

CREATIVE AND INNOVATIVE MANAGEMENT 21
attempts to penetrate the products with progressive technology and in a classy way as
compared to its stakeholders. Google has expanded its company in various ways where it
does not involve and collaborate with the stakeholders however only display them their
strategies.
All the stakeholders have their own threats and opportunities because of strong internal
competition. The time Apple Company introduced its smartphone; Google Company
instantly introduced the Android application and integrated with various companies of mobile
in order to operate the software in the handset at low prices as compared to a smartphone.
Microsoft got prejudiced the time Google Company initiated its search engine of one click
and services of a web browser. Likewise in order to strive with the social networking sites,
Google Company arose with the buzz services in order to beat the Facebook and Gmail to
give competition to Yahoo mail.
Every innovation has created enormous influence and impact on the stakeholders and vice
versa which resulted in the decision by Google to come close with its stakeholders.
Converse about the CIM idea with the Company’s stakeholders
Communication- Communication is said to be the process by which important information
or discussion is transferred under various resources (Barker, 2016).
Communication or interaction with the stakeholders is very essential as it offers constant
updates and appropriate information to the stakeholders. Though, there are various methods
to interact or communicate in regards to a public relation or corporate communication which
is known as one of the precise and well-known communication methods with the
stakeholders of the company. Google is a huge company where various departments are
included and being operated with consistent communication or interaction with their
stakeholders (Gao, 2014). As it is mentioned earlier that Google Company normally operates

CREATIVE AND INNOVATIVE MANAGEMENT 22
and functions on the open interaction or discussion with the stakeholders, however, they yet
operate on the general policies or strategies inconsistent functions which are stated below.
Stakeholder Activities of
communication
Issues
Employees Survey of satisfaction from
the employees of the
company and face to face
interaction in order to solve
the issues
Internal grievances among
employees and rational
pricing
Shareholders Face to face interaction or
meeting
Risk of fresh or new product
introduction and competition
Customers Feedback of Customer with
the help of surveys and
online forms or online blogs
Safety of product and
personal data security
Government Combination of councils and
workshops
Issues of Environment and
immersing the laws and rules
Business partners Consistent association
meeting
The result on risk
management
Google Company is functioning on its present goals and objectives in various ways in order
to attain their vision to have access and simple technology for the public to have maximum
and valuable information. Google is concentrating to offer best services to its users, improved
strategies or policies to resolve the issues of internet, advanced technology with good speed,
extra inventions in the technology of mobile, to have command or leading position on web

CREATIVE AND INNOVATIVE MANAGEMENT 23
works by the 60 country’s offices, 180 domains of internet and along with the facility of 130
options of languages. Google Company always believe in following their motto i.e. “Don’t be
evil” which offer maximum satisfaction to the consumers and offer most of the priority to its
workers (Oravec, 2018).
Establishment of major goals and priorities for the execution of the CIM idea utilizing
stakeholder’s feedback
As per the discussion and information from the above table related to the issues, which
reflects that there are various issues that can be linked with the stakeholders of Google must
be considered by the company. In this world of technology, the major concentration is where
Google offer priorities to the employees and uphold the sustainability in the market and in the
world of internet. The competition with Yahoo, Apple, Microsoft were being left as the major
attention and the priorities will be offered to the high technology at an affordable price for
which Google Company will look towards inventing the private internet.
In the whole world with around 60 centers is looking to place the centers at affordable or
low-cost sites where there is low-cost electricity like utilization of hydropower energy for the
centers of the state. The priority of the company is to arrange this type of centers with
affordable components of cost like low-cost hard drives and to produce the electricity from
the rational sources like generating electric power through coal.
The major goals and priorities are to uphold huge data on the vast server points because the
huge competition is to collect the information or data and utilize the high technology of
computer in order to serve the users of the internet. According to the contract with the peers
of Google it has become necessary to see at the cost even after it can purchase at affordable
prices. This is important to possess own software that can handle vast data with the
convenience of the various servers and performance on the similar time in the circumstance
of risk management and failure of power.

CREATIVE AND INNOVATIVE MANAGEMENT 24
The priorities for the employees have always been on the high point and to become the
leading or democratic company on the web works. By considering these two priorities,
Google needs to have an effective combination of innovation and work. The example of this
is to utilize ISPs and Telco’s where the traffic on the internet can be handled with the
placement of extra servers such as YouTube bandwidth where bill is zero for every video.
Finally, the emphasis is not being the evil is the major example of its priorities and goals.
Stakeholders of the company provide their feedback on the issues where the company have
faith in to operate more by captivating these purposes in the account.
Plan or Strategy to overcome obstacles or barriers to the execution of the CIM ideas in
the company
Assess the barriers or obstacles to the execution of a CIM idea in the company
There are few factors that regularly take part in the ceasing of innovation or to generate issues
to make the product of innovation as the barrier. It is very important for all the companies to
possess control of the policies or strategies to decrease the number of barriers if they want to
survive in the market.
Barriers could be implicit in two diverse classes such as external barriers and internal
barriers.
Internal barriers- Internal barriers are the outcome of internal issues and improper
management where it makes various problems, where innovative and creative ideas stop
operating together for the company (CA Perkins, 2011). Few of the internal barriers will be
general in various companies such as lack in the willingness of taking the risk, the extended
procedure to take the important decisions, high bureaucratic structure, and culture, inadequate
management to handle the workers and overwhelmed the ratio of retention, lack of
transparency in the company, etc.

CREATIVE AND INNOVATIVE MANAGEMENT 25
External Barriers- External barriers happen because of lack of control over them and that is
generated due to external forces like policies and laws of government, changing needs of the
customers and changing lifestyle, environmental issues and changes etc. (Paper your mind,
2014). All these types of barriers can create various issues in the innovation procedure which
create delays in the decision making of the company.
Barriers to Google and strategy for overcoming those barriers
After the resignation of Dr.Kai-fu lee who was the president of China of Google Company,
has introduced an organization to carry hard waves in the China of new and innovative
technologies. This company established in 2009 which was named as the Innovation works
and strategy of 150$ million investment by various investors like Steve the founder of
YouTube, chairman of Foxconn Terry Gou, etc. (Innovation Work, 2018). This shows the
strong competition for the Google and all these competition and barriers are arranged by the
own previous employees in order to have innovative products and ideas in the market.
Another barrier for the company could be high-speed changes in the lifestyle and alterations
in the demands of the customers which has made internet's fast life and fast technology. This
obstacle assists to reduce the product's life cycle, the fast cycle of information as it offers
people various opportunities to link together anywhere and anytime.
Leadership Management, utilization of the technology along with Research and development,
and satisfaction of employee are few of the component that is being utilized by the Google
Company to evade some of the barriers such as data management, violation of internet,
personal privacy and many more to take business revenue.

CREATIVE AND INNOVATIVE MANAGEMENT 26
Design a strategy to overcome recognized obstacles or barriers to the execution of an
innovative and creative management idea in the company
In order to overcome the obstacles or barriers the place where competition starts affecting the
company, it needs to execute the strategy of effective leadership which offers motivation to
the workforce to become more creative and innovative which is followed by Google from
some years in diverse ways with a flat structure and free culture of the organization.
After performing in the search engine Google Company does not found much for the vision,
therefore, it got diffused on 70-20-10 rules and arranged its workforce to function as per their
own suitable ways.
The obstacles or barrier like the lifestyle of high technology can be overcome with the set
objectives by the Google in order to possess creative and good employees. Google operates
its functions on various models of business with the fixed procedure where workers are free
to discuss and provide their perception or point of view that support Google to make
innovative ideas.
In order to have set plans and overcome the barriers then Google Company can execute the
below stated change curve theory model
Change curve theory
The time few of the barriers arise externally or internally it influences the existing process
and innovative vision but the company has to identify some ways in regards to such barriers.
Stage 1- When variations or changes happen or arrives in the picture, workforce try to not to
come in the shock position
Stage 2- This stage can be significant and must to be focused where workers are yet in the
shock of unexpected change and they go in the direction of protesting in against the change.

CREATIVE AND INNOVATIVE MANAGEMENT 27
In this type of stages, workers incline to be unwilling and get adverse thoughts for the
company.
Stage 3- Gradually when the leadership start establishing workers start acquiring this change
and identify the positive aspects of it which can offer some benefits
Stage 4- It is the last stage where execution of the new procedure and goals are absorbed or
accepted by the workers. Leaders of business make everybody prepared to attain the
objectives that have been anticipated by the company (Hunter and Danes, 2014).
Elucidate how the strategic plan for the overcoming of the barriers will confirm the
innovative change is attained
Companies can confirm its success if they concentrate on the below stated four major areas:
Google is a famous and well-organized organization with around 20,000 workforces which
reflects that it is normal to understand that the policies and strategies are diverse as per their
diverse operational sections. Some of the four general keys that Google can confirm while
facing barriers in the innovation process:
Qualities and skills of management- As per Google, it possesses those strategies that help
them in pushing the people to become innovative and provide a workforce to work freely in
the company as Google Company understand that workforce are their mainstays or backbone.
Along with this Google have faith in acquiring small organization group because small
organization possesses a large number of innovative ideas which cannot be operated by their
own employees or individual?
The culture of Organisation- In place of operating ‘under the gun’ Google believes in
arranging people in their comfortable ways. Though there is a structure which is flat in nature
without large portions or divisions in the company that can make internal conflicts. The

CREATIVE AND INNOVATIVE MANAGEMENT 28
culture of the organization is open with a certain partnership with each other which offers
workforce to be creative and carry innovative ideas to the organization.
Organisational Innovation- Google Company has attained sufficient with the help of its
search engine however it has been observed by the Google that it is not just enough to survive
in the market. The effective strategy is to invest 20% of the overall time on the innovations,
where small innovation team operate under without direction and make more ideas. Google
Company do now have an idea in which month the innovative idea will work however they
possess sufficient employees who create innovations.
Strategic Leadership- Absolutely, Google is the most creative company which provide
strong competition to the players in the market, however, this competition is brought into
existence with the help of their leadership and the methods they use to energize their
employees. Functioning in various subsections of the company such as innovation, research
and development, operation, and IT, Google possesses various types of leadership style as per
the requirement in the company but with maximum perks and flexibility to the workforce. It
also identifies the portfolio theory which supports them to become innovative and make
something different.
These above mentioned are the four methods or ways through which Google Company can
overcome the barriers like internet violation, the technology of high speed, competition, etc.
and along with this, it can execute the change curve as stated above.
Communication of the strategic plan in order to overcome the barriers to the pertinent
stakeholders in the company
Before the establishment or launching of the strategy for overcoming the barriers, the plans
for communication can be created. It must answer the questions like when and by whom the
events will be communicated. Google needs to deal with the barriers such as daily new

CREATIVE AND INNOVATIVE MANAGEMENT 29
competition in terms of new and advanced technology (for example- Facebook, catch up with
Apple, Yahoo mail, chat applications, etc.), development in other nation (such as Chine
where it is not accepted so fast as compared to other countries), time constraints, image in
society and public, news media, and lastly legal constraints upraised in numerous world parts.
Interest and Power matrix could be used by Google Company for the communication of the
strategic plan and specified barriers could be overcome.
Proposed communication strategy for Google
Stakeholders Message Source Schedule
Investors/
shareholders
Budget needs of
Research and
Development
Reports, reviews, and
meetings
Quarterly
Customers Innovative and
recommendation on
the same
Feedbacks and
Surveys from
external bodies
During establishment
and development’s
initial stage
Stockholders and
business partners
The development
plan of the business,
creating new
technology
Reports, reviews, and
meetings
Quarterly
Government Policies and
Regulatory
requirements
Press meetings and
Councils
As per requirement
Employees Techniques of
innovation,
ownership and idea
Email, training, and
Meetings
Weekly

CREATIVE AND INNOVATIVE MANAGEMENT 30
implementation
Conclusion and Recommendations
From the above analysis of the report, it can be concluded that Google Company has survived
from huge competition by adopting innovative and creative policies. The outcomes are
obvious which are reflected from the achievement of search engine, Google Earth, Gmail,
Google application in mobile on Android OS, Adsense, etc. All these were possible due to the
team of innovation of the Google, therefore, it can be recommended that company needs to
increase the number of employees in the research and development and innovation teams.
Along with this, they should increase the time duration they spend on innovations which will
help in competing in the market more effectively. Google Leadership/management has
combined Innovation as its essential part in all the departments.

CREATIVE AND INNOVATIVE MANAGEMENT 31
References
Adair, J. (2013) Develop Your Leadership Skills. 2nd edn. U.K: Kogan Page Publishers.
Baldonado, A.M. (2015) Workplace Fun: Learning from Google, Southwest Airlines, and
Facebook. International Journal of Research in Business Studies and Management, 2(12),
15-18.
Barker, A. (2016) Improve Your Communication Skills. 4th edn. U.K: Kogan Page Publishers.
Bhasin, H. (2018) SWOT analysis of Google [online]. Available from
https://www.marketing91.com/google-swot-analysis/ [accessed 25 June 2018]
CA Perkins (2011) Internal Barriers [online]. Available from
http://www.jspac.org/files/u/29/11/eseminarinternalbarriers.pdf [accessed 25 June 2018]
Carlson, N. (2014) A List Of Products Larry Page Has Google Working On Other Than
Search, Such As Spoons [online]. Available from https://www.businessinsider.in/A-List-Of-
Products-Larry-Page-Has-Google-Working-On-Other-Than-Search-Such-As-Spoons/
articleshow/43188003.cms [accessed 25 June 2018]
Catranis, T. (2017) What Is Leadership?: Reflections on Personal Growth and Leadership. 1st
edn. U.S: Lulu press.
Center for Creative leadership (2018) The 70-20-10 Rule for Leadership Development
[online]. Available from https://www.ccl.org/articles/leading-effectively-articles/70-20-10-
rule/ [accessed 25 June 2018]

CREATIVE AND INNOVATIVE MANAGEMENT 32
Cleland, S. (2011) The Top Ten Threats to Google [online]. Available from
https://www.forbes.com/sites/scottcleland/2011/11/15/the-top-ten-threats-to-google/
#c99b7d67cfa8 [accessed 25 June 2018]
Craft (2017) Google [online]. Available from https://craft.co/google [accessed 25 June 2018]
Creativity at work (2018) Defining Creativity and Innovation [online]. Available from
https://www.creativityatwork.com/2014/02/17/what-is-creativity/amp/ [accessed 25 June
2018]
Dugdale, D., and Lyne, S. (2010) Budgeting Practice and Organisational Structure. 1st edn.
U.S: Elsevier.
Farfan, B. (2018) Google Business Profile and Mission Statement [online]. Available from
https://www.thebalancesmb.com/google-business-profile-2892814 [accessed 25 June 2018]
Feloni, R. (2017) Google's Eric Schmidt shares his best advice for managers [online].
Available from https://www.businessinsider.in/Googles-Eric-Schmidt-shares-his-best-advice-
for-managers/articleshow/59097456.cms [accessed 25 June 2018]
Freeman, R.E. (2010) Strategic Management: A Stakeholder Approach. 2nd edn. U.K:
Cambridge University Press.
Gao, C. (2014) Google [online]. Available from
https://chuckgao89.files.wordpress.com/2014/04/google-communication-strategy.pdf
[accessed 25 June 2018]
Goller, I., and Bessant, J. (2017) Creativity for Innovation Management. 1 st edn. U.K:
Taylor & Francis.

CREATIVE AND INNOVATIVE MANAGEMENT 33
Google (2018) Our Company [online]. Available from https://www.google.com/about/our-
company/ [accessed 25 June 2018]
Google (2018) Our Values in Action [online]. Available from
https://www.google.co.in/about/ [accessed 25 June 2018]
Google Maps (2018) How Does It Work? [online]. Available from
https://www.google.com/maps/about/partners/indoormaps/ [accessed 25 June 2018]
Heathfield, S.M. (2018) Employee Involvement [online]. Available from
https://www.thebalancecareers.com/employee-involvement-1918100 [accessed 25 June 2018]
Hunter, J.E., and Danes, J.E. (2014) Mathematical Models of Attitude Change: Change in
Single Attitudes and Cognitive Structure. 3rd edn. U.S: Academic Press.
Imagine Nation (2016) 8 reasons why innovation is important to businesses today [online].
Available from http://www.imaginenation.com.au/innovation-blog/8-reasons-innovation-
important-businesses-today/ [accessed 25 June 2018]
Innovation Work (2018) Innovation Works' Intern Program [online]. Available from
https://www.innovationworks.org/talent/internprogram/ [accessed 25 June 2018]
Iqbal, T. (2011) The Impact of Leadership Styles on Organizational Effectiveness. 1st edn.
Germany: GRIN Verlag.
Lardinois, F. (2018) Google maps goes beyond directions [online]. Available from
https://techcrunch.com/2018/05/08/google-maps-goes-beyond-directions/ [accessed 25 June
2018]
Lear Digital (2018) Get new skills for a digital world [online]. Available from
https://learndigital.withgoogle.com/digitalgarage [accessed 25 June 2018]

CREATIVE AND INNOVATIVE MANAGEMENT 34
Leong, K.S. (2018) Google Reveals its 9 principles of innovation [online]. Available from
https://www.fastcompany.com/3021956/googles-nine-principles-of-innovation [accessed 25
June 2018]
Meyer, P. (2017) Google Stakeholders & Corporate Social Responsibility (CSR) [online].
Available from http://panmore.com/google-stakeholders-corporate-social-responsibility-csr-
analysis [accessed 25 June 2018]
Oravec, J.A. (2018) “Don%27t-Be-Evil”-and-Beyond-for-High-Tech-Organizations -Ethical-
Statements-and-Mottos [online]. Available from
https://www.researchgate.net/publication/323228556_Don27t-Be-Evil-and-Beyond-for-High-
Tech-Organizations_-Ethical-Statements-and-Mottos-28and-Responsibility29 [accessed 25
June 2018]
Paper your mind (2014) Internal and External Barriers [online]. Available from
http://pamperyourmind.com/uncategorized/internal-and-external-barriers/ [accessed 25 June
2018]
Patrone, P. (2017) Google's Former CEO: This is a Skill All Leaders Need [online].
Available from https://learning.linkedin.com/blog/learning-tips/google-s-former-ceo--this-is-
a-skill-all-leaders-need [accessed 25 June 2018]
Patterson, M.R. (2013) Google And Search-Engine Market Power [online]. Available from
https://jolt.law.harvard.edu/assets/misc/Patterson.pdf [accessed 25 June 2018]
Roe, B. (2012) Why is creativity important in everyday life? [online]. Available from
https://tscpl.org/art/why-is-creativity-important-in-everyday-life [accessed 25 June 2018]
Rouse, M. (2018) Google (the company) [online]. Available from
https://searchcio.techtarget.com/definition/Google-The-Company [accessed 25 June 2018]

CREATIVE AND INNOVATIVE MANAGEMENT 35
Rouse, M. (2018) Mission statement [online]. Available from
https://whatis.techtarget.com/definition/mission-statement [accessed 25 June 2018]
Sahu, R.K. (2009) Training for Development. 1st edn. India: Excel Books.
Savoia, A., and Copeland, P. (2010) Entrepreneurial Innovation at Google [online].
Available from
http://www.albertosavoia.com/uploads/1/4/0/9/14099067/entrepreneurialinnovationatgoogle_
publishedversion.pdf [accessed 25 June 2018]
Schneider, L. (2017) Company Profile and Job Information for Google [online]. Available
from https://www.thebalancecareers.com/google-overview-company-culture-and-history-
2071320 [accessed 25 June 2018]
Smithson, N. (2017) Google’s Organizational Structure & Organizational Culture [online].
Available from http://panmore.com/google-organizational-structure-organizational-culture
[accessed 25 June 2018]
Steiber, A. (2014) How Google Manages Continuous Innovation In A Rapidly Changing
World [online]. Available from https://www.strategos.com/google-model-managing-
continuous-innovation-rapidly-changing-world/ [accessed 25 June 2018]
Stoner, J.L. (2018) What is Vision? [online]. Available from https://seapointcenter.com/what-
is-vision/ [accessed 25 June 2018]
Sun, L. (2015) SWOT Analysis of Google Inc. [online]. Available from
https://www.fool.com/investing/general/2015/07/03/swot-analysis-of-google-inc.aspx
[accessed 25 June 2018]

CREATIVE AND INNOVATIVE MANAGEMENT 36
The Guardian (2011) Google+ launched to take on Facebook [online]. Available from
https://www.theguardian.com/technology/2011/jun/29/google-plus-facebook-social-
networking [accessed 25 June 2018]
The Guardian (2012) Alfred Spector, vice president of research and special initiatives,
Google [online]. Available from https://www.theguardian.com/activate/alfred-spector
[accessed 25 June 2018]
Thomas, H., and Karodia, A.M. (2014) Human Resources Practices At Google In Terms Of
Some Management Perspectives: Exploring The Entrepreneurial Spirit. Arabian Journal of
Business and Management Review, 2(3), 15-27.
Thompson, A. (2017) Google’s Vision Statement & Mission Statement [online]. Available
from http://panmore.com/google-vision-statement-mission-statement [accessed 25 June 2018]
Thompson, S. (2018) Google's Business Leadership and Organizational Culture [online].
Available from http://smallbusiness.chron.com/googles-business-leadership-organizational-
culture-58108.html [accessed 25 June 2018]
Tran, S.K. (2017) GOOGLE: a reflection of culture, leader, and management [online].
Available from https://jcsr.springeropen.com/articles/10.1186/s40991-017-0021-0 [accessed
25 June 2018]
Travica, B. (2015) Modeling organizational intelligence: Nothing Googles like Google.
Online Journal of Applied Knowledge Management, 3(2), 1-18.
UCI office of research (2015) Assessing Risks and Benefits [online]. Available from
https://research.uci.edu/compliance/human-research-protections/irb-members/assessing-risks-
and-benefits.html [accessed 25 June 2018]

CREATIVE AND INNOVATIVE MANAGEMENT 37
Wroten, C. (2014) How to Apply the 70:20:10 Model for Learning and Development [online].
Available from https://elearningindustry.com/apply-70-20-10-model-learning-development
[accessed 25 June 2018]
Xidonas, P., and Mavrotas, G. (2012) Multicriteria Portfolio Management. 1st edn. Germany:
Springer Science & Business Media.