Leadership Issue Faced by Google: A Literature Review

This report outlines the issue that is faced by Google Company while expanding and flourishing the business globally. It explains the leadership issue such as diversity that is being faced by the firm. A literature review has been conducted to analyze and evaluate the diversity issue. Suggestions have been given to prevent diversity issue at the workplace.

Running head: Leadership
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Table of Contents
Introduction.................................................................................................................................................3
Part 1...........................................................................................................................................................3
Leadership problem.....................................................................................................................................3
Part 2...........................................................................................................................................................5
Literature review.........................................................................................................................................5
Part 3...........................................................................................................................................................7
Lesson learned.............................................................................................................................................7
Conclusion...................................................................................................................................................9
References.................................................................................................................................................10
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Introduction
The main aim of this task is to outline the issue that is faced by Google Company while
expanding and flourishing the business globally. It is the biggest multinational technology firm
that provides various internet services to the target audience. The report is divided in three parts.
In first part, the paper explains the leadership issue such as diversity that is being faced by the
firm. In second phase, a literature review has been conducted to analyze and evaluate the
diversity issue. At the end, some suggestions have been given to prevent diversity issue at the
workplace. More detail of the task has been detailed below.
Google LLC is an American multinational technology Corporation that provides internet
related services and products to the customers in the global market. These internet services
include online advertising technologies; cloud computing, software, search engine, and
hardware. The firm was incorporated in 1998 by Larry page and Serge Brin. There are approx
85,050 employees employed in the firm. Since the beginning, the goal of the company is to
develop and enhance the services that improve the lives of as many people as possible in the
international market (Google, 2018). The company supports education nonprofits using scalable
approaches and strategies to improve and enhance the learning outcomes. The company has long
and significant believed that technology has an empirical role to play in tackling and managing
educational challenges. The main vision of the company is to provide access to the world’s
information at one click. Besides this, the main mission of the company is to provide and
organize world’s information, facts and make it universally useful and accessible.
Part 1
Leadership problem
Leadership is the ability of an organization to set and attain challenging goals and
objectives, take swift and decisive action, outperform the rivalries and encourage the
subordinates to perform well and effectively in the organization. In other words, it is an ability to
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inspire and motivate the workers for performing roles and responsibilities in a hassle free
manner. In the absence of leadership, the company cannot grow and survive its business
activities and operations worldwide. It is noted that managers and leaders who show great
leadership qualities can encourage their team members to accomplish the desired goals and
objectives. It has been analyzed from the various analysis that ample of issues are being faced by
Google while initiating the business activities and operations globally. Leadership is one of the
significant issues that is being faced by Google in the workplace. From the past few years,
diversity and culture clashes within Google and its parent company Alphabet are undergoing that
could affect the efficiency and effectiveness of the employees at the workplace (Washingtonpost,
2018).
It has been found that diversity issue is faced by the company due to various differences
in terms of gender, and race. The company has failed to address and handle this issue at the
workplace. After the various studies, it has been analyzed that 70% of the company’s employees
are men, 30% are Asian, 61% of its total labor force is white and three percent are Hispanic and
2% are African American. All these differences create diversity issue within the organization. It
is noted that leadership is not addressed and resolved in the company’s diversity section. In fact,
effective and unique statement is not given by CEO about diversity issue. After the various
analysis, it has been revealed that Google only resolves in its diversity section with two studies.
There is discrimination between men and women in Google Company. It creates various issues
at the workplace. The organization only focuses on the few factors that influence young women
to pursue and encourage degree in computer science. Along with this, there is big gap in
computer science. Due to diversity issue, conflict and obstacles arise at the workplace that could
hamper the financial image of the firm. Diversity in political, spiritual, cultural beliefs can pose a
issue in a diverse workplace (Panmore, 2018). It has been identified after the various studies that
some individuals hold prejudice against people who have different cultural, ethnic and religious
backgrounds as their own (cnbc, 2018). Resistance to the company’s diversity efforts from
selecting and appointing more women and people of color to unconscious bias training has been
leading and increasing in the internal environment of the country. It has been noted that diversity
issue may also affect the corporate culture and financial image of the company. Due to diversity
issue, ample of loss has to be bearded by the company. The organization is unable to focus on the
need, demand and requirements of the customers due to diversity issue.
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Part 2
Literature review
It has been found by Antonakis & Day (2017), leadership styles are seen to reflect
demands and needs of the situation. An effective and unique leader influences the subordinates
in desired manner to attain goals and objectives. The main aim of this study is to conduct a
review analysis of literature of leadership and its significance. In order to run and expand the
business effectively, efficiently and effortlessly, the most significant and valued element
organization need is human resources (Klenke, 2016). The success and growth of the company
depends on the loyal, diligent and concerned managed and employees. It has been found from
the various researches that leadership is essential in each and every organization at every level. It
is noted that the failure and success of the company depends on the quality and feature of the
leadership (Bolman & Deal, 2017). Concept of the leadership is not a new concept in the field of
the social science studies. In the recent years, the scope and area of the leadership has widely
studied more than any other attributes of the human resources management (Kotter & Cohen,
2014). It is analyzed that study of leadership is a central and important part of the literature on
management and organization behavior for the several years. As the same way, leadership also
plays an empirical role in Google Company also (Klenke, 2016). The company cannot expand
and explore its business activities and operations without an effective and unique leader. Leader
is considered the backbone of the company. In today’s era, various challenges are being
encountered by the leaders while operating and managing the business globally (Avolio &
Yammarino, 2013). Diversity is the main and vital issue in Google Company that could affect
the performance of the company adversely. The market share and operating income of the firm
might also be influenced by diversity issue (Guynn, 2018).
It has been revealed that Google has become one of the first technology organizations to
release a gender and race breakdown of its workforce. The company’s staff are largely Asian or
white and decidedly male (Shore, Randel, Chung, Dean, Holcombe Ehrhart & Singh, 2011). The
targeted employees have complained to the company executives about the diversity and
harassment. According to Latham (2014) Google is being exploited or oppressed by auditors
who have disguised a targeted harassment campaign as conservative political thought. It has been
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noted by Day (2014) diversity issue is becoming very complex in the workplace because it also
affecting the confidence and morale of the company at Google. This issue arises in the company
due to color and gender differences (Shore, Randel, Chung, Dean, Holcombe Ehrhart & Singh,
2011). Creating and maintaining a more diverse workplace is a major concern for the company.
The two female executives who are working at the company said that gender, color and racial
preferences are not up for debate in the company (Boulouta, 2013). Due to diversity issue, the
corporate culture of the company is seen to become toxic and adverse (Rosenbach, Taylor &
Youndt, 2012). Some of Google workers saying that firm is not doing enough to protect them
from a harassment campaign. It has been analyzed that approx 78,000 employees of the company
Asian men and white (Effelsberg, Solga & Gurt, 2014). All these issues should be dealt by the
company in an effective and unique way. Due to diversity issue, resistance to change is also
undergoing in the company (Gruenewald, 2014). It also creates dissatisfaction among the
employees. Due to diversity issue, the company is unable to meet its desired mission and vision
(Lee, 2014).
When racism, discrimination, prejudice and a lack of confidence creep into a corporate
culture, conflict and issue among the employees become inevitable (Oinas, 2017). Diversity
issue also brings some certain communication issues in the workplace. In today’s era,
stereotyping is becoming a global diversity issue in Google (Joecks, Pull & Vetter, 2013). Apart
from this, sexism is a type of discrimination that is undergone in the company (Hakim, 2016).
Due to diversity issue, the company has to invest large amount on the training and development
of the workers thus it increases cost of the firm largely. Besides this, if the employees do not
accept the culture of the country then it leads to competition in the global market (Gruenewald,
2014). This can have adverse impact on the business because progress and success will be slow
moving. The some people who do not adopt the other culture are likely to show indifference and
disrespect at the workplace. This can increases unnecessary tensions, stress and confusion among
the workers (Mertens, 2014). Along with this, it also creates communication barriers at the
workplace. The issue with a highly tension or hostile workplace is also affected the diversity in
the workplace (Oinas, 2017). Effective and unique measures shall be taken by the company to
overcome on the diversity issues. Diversity issue could also affect the decision making process
of the company. The organization is unable to make unique and effective decisions at the
workplace (Tourish, 2014). It is very significant for Google to make an inclusive environment
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within the organization. The employees have to suffer due to lack of diversity and corporate
culture. After the various analysis, it has been found that Google has unable to find any approach
to increasing diversity in the workplace. Google employees have expressed concern that
diversity issue reduces the profitability and outcomes of the company (Du, Swaen, Lindgreen &
Sen, 2013). Some workers said that they were refraining from the internal debate sensitive issues
because they worried that their comments may be used or misconstrued against them. Gender
stereotypes also hamper the progress and growth of the company (Carter & Greer, 2013).
Diversity issue also prevents the ability of the company to function when one group of the
employees is obstinately monitored on defeating their subordinates with whatever it takes. The
employees at Google said that the company does not treat equally with black and white
employees. It indicates that black and white are not equal in the company (Metcalf & Benn,
2013). Thus, inequality between these races could also affect the goodwill of the firm as it also
affects the identity of the workers at the workplace (Guynn, 2018).
Part 3
Lesson learned
It has been analyzed from the various analysis that Google needs to make effective and
dynamic strategies to prevent this diversity issue at the workplace. Some of the recommendations
to resolve and handle diversity issue have been detailed below.
 Training and development sessions, seminars and programs shall be held by the company
to handle the diversity issue at the workplace. It will also help to reduce sexual, racial and
ethnic diversity issue at the workplace (Salas, Tannenbaum, Kraiger & Smith-Jentsch,
2012).
 Along with this, effective and dynamic workplace shall be created by the company to
address the diversity issue within the organization. The organization should enforce
strong and unique policies towards the prevention of diversity issue. It has been noted
that the organization need to take meaningful and concrete action to manage this issue at
the workplace.
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 The firm should not discriminate among the workers on the basis of race, sex, gender and
age. Communication is an effective key to overcome the diversity issue at Google. Strong
and unique communication system must be promoted by the company to reduce stress
and tension of the workers (Bartlett & Bartlett, 2011).
 It is analyzed that a diverse team enables a corporate culture of identifying people as
individuals and not stereotypes. Compassion, tolerance and respect shall be at the core of
a well oiled working team. It will also help in increasing outcomes and progress of the
firm (Lazer, Kennedy, King & Vespignani, 2014).
 Google should develop and enhance the policies and strategies to adhere the company’s
goals and objectives. Along with this, the company should encourage and promote the
lively debate to address the diversity issue within the organization. Besides this, Google
should follow code of conducts properly to run and explore the business successfully and
effectively (Cortina, Kabat-Farr, Leskinen, Huerta & Magley, 2013).
 Additionally, the important factor in attaining a favorable diversified workplace is setting
teamwork and mutual respect among the co-workers. This will also help to reduce the
diversity issue at the workplace (Bowman, 2011).
 Along with this, Google should provide appreciation to the workers to reduce the
diversity issues within the organization. This will not only encourage the socialization, it
will also give opportunities to each and every person to learn about the culture of the
others. It is noted that different religious have various taboos. The employees with ample
of challenges may need extra consideration such as access to buildings, computer screens
and certain types of chairs. The employees should be sensitive and aware to handle this
issue within the organization. It is a sign of confidence, respect and would be much
appreciated (Harrison, 2011).
 It is stated that the company should encourage and promote the male employees to ask
female employees on a coffee run or to join for lunch and ensure that it is not a harassing
behavior or action. Social events shall be organized by the company to prevent diversity
and to promote a greater sense of gender equality in the workplace.
 Furthermore, the firm should promote and educate the employees on how to manage and
control the workplace romance situations.
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 The top management and managers should make effective policies to make happy the
workers in the workplace. Equal rules and norms shall be made for the male as well as
female. There should not be discrimination among them.
 The top management should make good and strong relationship with employees to reduce
their grievances, complaints and issues related to the diversity. It will help to make a
dynamic and favorable working environment at the workplace.
 Effective leadership team must be appointed by the firm to keep an eye on the
performance of the workers (Madera, 2013).
 A sustainable HRM shall be maintained by the company handle diversity issue within the
organization. This HRM will make unique policies towards the welfare of the employees.
Conclusion
From the above mentioned limelight event, it has been concluded that Google is one of
growing company in the world. The paper concludes that the company is facing ample of issues
when operating and initiating the business worldwide. One of the significant issues that
entertained by the company is diversity. This issue is undergoing in the company since the last
few years. This issue affects the corporate image and effectiveness of Google globally. The
diversity issue is faced by the company due to lack of poor leadership. A brief literature has been
presented in the task to outline the diversity in Google Company. Lastly, some recommendations
have been given to handle and overcome the diversity issue at the workplace.
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