Creative and Innovative Management at Google: A Case Study

Creative and Innovative Management
Google
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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.

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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

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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

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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

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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

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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.

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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.