MGMT6012 - Google's Management Perspectives, Ethics & Environment

This case study provides an analysis of Google's management perspectives, focusing on the impact of social and political environments on the organization. It explores Google's organizational culture, ethical practices, and the role of management functions, including planning, organizing, staffing, directing, and controlling. The study uses qualitative research to identify factors contributing to Google's success, such as employee retention and customer satisfaction. It also discusses Google's Code of Conduct and its commitment to ethical business practices, equal opportunity employment, and a safe workplace. The report concludes with recommendations based on the analysis of Google's management strategies and their effectiveness in achieving long-term sustainability and profitability. This assignment is available on Desklib, where students can find similar case studies and study resources.

Running Head: MANAGEMENT PERSPECTIVE 0
Management perspective
10/12/2018

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Executive Summary
Google has been a well-diversified and established organisation, over past years and
ranked high amongst various companies from the customers worldwide. The assignment
discussed the several aspects of the organisational environment and the impact of the social
and political environment on the customers in the market. Management is a wider concept,
which includes the role and influence of political, social, environmental, technological, and
ethical practices. Managers and their operations have led to the huge success, and the code of
conduct maintains the honesty and integrity of their customers, enhancing their reputation
and brand image. Qualitative research has carried out to identify the effective areas of the
operations and success of Google, which were mainly their employees and customers. Thus,
to summarise Google has a strong customer base, and effective management team and the
other members, which leads them to long-term sustainability and profit making.

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Contents
Executive Summary...............................................................................................................................1
Introduction...........................................................................................................................................4
Overview of the company......................................................................................................................4
Research methodology and Organisational theory.................................................................................4
Appropriate Research strategies: Qualitative method............................................................................5
Role of ethics and ethical practices........................................................................................................5
Role of Management function and the impact of social and political environment...............................7
Impact of Political and Social environment on Google..........................................................................8
Recommendations.................................................................................................................................9
References...........................................................................................................................................10

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Introduction
The report brings about the discussion on the aspects of management and the
perspective towards environment in the contemporary organisations. It involves the case
study analysis of the company, Google and the concepts of management into the company.
The success of organisations depends upon a number of factors, which includes the
managerial capability to effectively utilise resources and bring positive outcomes. In every
organisation, the role of manager is crucial for attaining goals and objectives along with
ensuring smooth functioning of the organisation. A number of factors affect the performance
of a firm, which either enhances or hampers the working of the organisation in the future. The
report in the later part demonstrates effectively the organisational practices of the firm, and
the implementation of an appropriate organisational theories and strategies.
Overview of the company
Google is a multinational technology American company, specializing in internet
related services, and products. The company was established in the year 1998, by Larry Page
and Sergey Brin, is located in California, United States. The company appointed Sundar
Pichai as the CEO by replacing the key founder ‘Larry Page’. The company deals in
delivering internet related services and products online advertising technologies, search
engines, cloud computing, software and hardware (Rothaermel, 2015).
The company has the objective to organise the world’s information and make it
accessible and useful to the people universally. Google ensures to acquire and retain
competent workforce in their organisation, which will facilitate in attaining goals and
objectives. In addition, the company meets all the responsibilities, provide employment to
many people, and caters to the needs and expectations of the consumers. The company
provides jobs in many departments, such as engineering, IT, operations, and others according
to the skills and abilities of the individuals and requirements of the job (Duhigg, 2016).
Research methodology and Organisational theory
Research methodology refers to the methods of collecting information and data in
respect to a particular topic from different sources. The objective behind conducting the
research on the company Google was to identify the factors, which contributes to employee

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retention and success of the company. It also includes studying the cor-relation or
interrelatedness of the employee retention to the organisational performance. Qualitative
research methodology has used for gaining of the practices adopted by the company and the
rates of success in the future years (Junior, Best, & Cotter, 2014).
Appropriate Research strategies: Qualitative method
The research strategies, which were appropriate in context to the company Google,
included the qualitative, which includes high quality surveys, and obtaining information from
the published and qualified sources. Thus, there are varieties of methods of collecting data in
the qualitative, research, which includes observation, textual books, or visual analysis and
others. Qualitative data research is used to know the trends, opinion and analyse the
prevailing problems in the organisation or a particular field. As the books and articles from
different authors provides a multiple perspective on the aspects of a topic, here referred to the
case study of the company Google. Therefore, it is clear that the rationale behind using the
qualitative research methodology was to obtain in-depth information about the company
(Harper, 2015).
Organisational theory includes the approaches to organisational analysis, and
discusses the rational perspectives of any organisation, and the nature of practices formulated
in the organisation to attain goals and objectives. Therefore, organisational theory in context
to Google, states that the company has effective and strong organisational structure. In
addition, Google practices organisational culture that supports innovation and modern
practices, which would yield profits in the end. Google has a cross-functional organisational
structure, and it recognises the interests and decisions of the employees as well along with the
top management team. Google diversifies and groups the team members or employees
according to the functions (Chadee, Sharma & Roxas, 2017).
Role of ethics and ethical practices
Ethics or ethical practices is good for any business and helps in demonstrating the
important moral principles such as honesty, equality, dignity, diversity, and integrity of the
human rights. Ethics or ethical practices of any organisation refers to the ways, or activities
which include being consistent with what the society or individuals believe about the good
values, determining what is acceptable and what is not. It is known fact an organisation with

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a strong ethical culture enables employees to work for the betterment, safeguarding the
organisational valuable assets and resources in the future years. In context to the Google, it
has been understood that the company recognises ethical practices as their basic need in order
to sustain or survive in the market and earn higher profits (Cox, 2015).
The Google Code of Conduct is one of the ways through which Google put values
into their practices. The company aims to commit a higher standard, helping in hiring
efficient staff or people, build great products, and attract loyalty by the users. Google’s Code
of Conduct put their ‘Don’t be evil’ into their values, which includes the work company do
must comply with the highest possible standards of ethical business conduct. The company
states it expects from all their employees and Board of directors to follow the code of conduct
in their operations, and practices. Moreover, the other stakeholders also play an important
role in following the code contractors, consultants, and others who may be temporarily
assigned to work with Google. Lure to comply with the ethical standards or ethics in the
organisation by the contractors or stakeholders, may result in the termination of their
relationship with the company (Howell, 2017).
No retaliation- The Company Google prohibits retaliation against any worker in the
organisation who reports or participates in the process of investigating as who has violated
the policies, laws, or ethics of Google. One of the important ethical practices followed by the
company includes maintaining the privacy and security of the personal information of the
users. It thus ensures the maintenance of the trust, loyalty, and respect of the individuals, and
their long-term relationship with the organisation. Responsiveness is one of the other
practices, which is highly beneficial to the company as well as their customers, as the
company recognises and provides relevant feedback. The company responds to the
communication and resolves the queries, complaints or the grievances of their customers at
large (Pulakos et al., 2015).
Equal Opportunity employment - Google assures people equal opportunities in terms
of employment irrespective of their race, colour, caste, national origin, gender, age, sex,
marital status, identity or any mental or physical disability. The company also makes
necessary accommodation for the people to meet their obligations in respect to the ethics,
rules, and the laws of the country. Thus, there is no discrimination or inequality amongst the
members in the organisation, which is in favour to the values and norms of the society
(Moutinho & Phillips, 2018).

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Safe-workplace or environment is one of the other ethical practices followed by
Google, as they focus on maintaining and enhancing the violence-free environment in their
workplace to ensure their workers’ health and safety. Google ensures to maintain human
dignity, in their workplace to all the workers, employees and the customers as well and
prohibits any unlawful harassment in any form whether, verbal, visual, or physical through
the Code of Conduct. Google resorts to the ethical issues with the other co-partners or
organisations, as well as to the issues of major stakeholders of the company such as privacy
issues, copyright infringement. The responsibility towards the society, states that the
company undertakes the obligation to look towards the interests of the community and treat
the community as a stakeholder of the organisation. Therefore, the company aims to establish
effective ethical framework in the business environment and serves the purpose of various
stakeholders (Shin et al., 2015).
Role of Management function and the impact of social and political
environment
After discussing about the scenario and the role and importance of ethical practices in
the company, it has been understood that the Google is a well-established company and
fulfils their responsibilities towards various stakeholders. As the company is well efficient in
fulfilling their duties and responsibilities, therefore the role and legitimacy of the Google’s
management function has gained own validity, in the business environment. The term
management function refers to the function or the role performed by the managers in any
organisation, which includes planning, organising, staffing, directing, and controlling
functions. These are known as the basic and primary functions of any organisations forming a
basis for the future directions, growth, and success (Deresky, 2017).
Management function in Google, has led to the effectiveness of operations leading to
the growth and success of the company in the future. It has been found that the managers or
leaders in Google instil a number of varied qualities and skills, which leads to the effective
planning, and organising of their policies and processes. Planning in Google states that the
company plans to invent something new that will not only help the humanity but being
adopted by their users or community. They plan in order to gain profit and the management
of the company keeps inventing, and adding to their organisational structure. Planning in a
way to explore and implement new ideas to improve the features of Google, makes people to
work together and faster collaborating with their executive to attain higher profits in the

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future. In context to the management function of planning in Google, that the HR plays an
effective role in the company in nurturing the creative environment and innovative culture by
planning and formulating effective policies (Kerzner & Kerzner, 2017).
The company effectively organises their resources and their activities by putting and
utilising the right and required resources. The company organises by coordinating and
collaborating the cultural values, in their operations. It was a believed fact at the Google, that
many people and resources the company have, the better the company becomes able to
perform and solve issues and attain effectiveness (Scherer et al., 2016).
To discuss about the company’s staffing or recruiting policies, the sources have
revealed the fact the HR manager of the Google, or the top management policies focuses
towards hiring the right person for the right job. Recruiters help the organisation or the HR
managers to hire best and suitable candidates that are cultural and highly compatible (Phillips
& Gully, 2015). Another key focus of the Google’s recruitment strategy is to embrace
diversity in terms of people, to be hired for the company. Productivity and efficiency matters
for the company, that leads to the effectiveness of the management function of recruiting or
staffing (Morschett, Schramm-Klein & Zentes, 2015).
Management functions at Google performed effectively and have gained legitimacy as
they fulfil the roles and responsibilities towards various stakeholders in the community. It has
enabled company to gain control over their activities and ensure a competitive sustainable
advantage in the IT environment. Google identified some of the issues of improper evaluation
of the employee performance, which led to the increased costs adding to the other costs. Over
time, Google has evolved to be quicker, more disciplined, and bolder and acquired effective
control on their costs, employees, and operational activities, and achieved higher
performance.
Impact of Political and Social environment on Google
As the number of internet users is increasing, therefore, Google’s political influence is also
likely to be increased; therefore, Google should become more involved in the regional and
national elections in the countries throughout the world. In terms of social environmental
impact, it has found that there is still a lack of telecommunication infrastructure, and low
wages resulting into inability of the individuals to have access to the devices. It ultimately
results into inability to the internet services, which must be focused by the company to

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improve in the current scenario, improving their contribution to the social environment
(Peeters, Massini & Lewin, 2014).
Recommendations
As Google has a high-energy and fast-paced work environment, but there are certain
issues that the company faced in previous years. The company must aim to improve their
services to their customers, and aim to fulfil and resolve the technical issues and problems of
their workers in the organisation. In addition, the management should focus on improvising
and formulating new policies that ensures attracting and retaining best talent in the company
to bring effectiveness in their operations.
Conclusion
To conclude the above discussion it has been analysed that Google is a well-
established company that aims to fulfil responsibilities to a major extent. It is considered as
one of the biggest and largest search engine company, and more than 70% online the
company Google handles search requests around the world. The corporate culture or mission
statement of Google includes states that ‘one can make money without doing evil’ and the
work must be challenging. Hence, the report above discussed about various aspects of the
company Google and the involvement of the company in ethical practices, leading to bigger
success in the future.

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References
Chadee, D., Sharma, R. R. & Roxas, B. (2017). Linking and leveraging resources for
innovation and growth through collaborative value creation: A study of Indian
OSPs. Asia Pacific Journal of Management, 34(4), 777-797.
Cox, R. W. (2015). Ethics and integrity in public administration: Concepts and cases. United
Kingdom: Routledge.
Deresky, H. (2017). International management: Managing across borders and cultures.
Australia: Pearson Education.
Duhigg, C. (2016). What Google learned from its quest to build the perfect team. The New
York Times Magazine, 26, 2016.
Harper, C. (2015). Organizations: Structures, processes and outcomes. United Kingdom:
Routledge.
Howell, J. W. (2017). The survival of the US dual class share structure. Journal of Corporate
Finance, 44, 440-450.
Junior, R. M., Best, P. J. & Cotter, J. (2014). Sustainability reporting and assurance: A
historical analysis on a worldwide phenomenon. Journal of Business Ethics, 120(1),
1-11.
Kerzner, H. & Kerzner, H. R. (2017). Project management: a systems approach to planning,
scheduling, and controlling. United States: John Wiley & Sons.
Morschett, D., Schramm-Klein, H & Zentes, J. (2015). Strategic international management.
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Moutinho, L. & Phillips, P. (2018). Strategic analysis. In Contemporary Issues in Strategic
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Peeters, C., Massini, S. & Lewin, A. Y. (2014). Sources of variation in the efficiency of
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attention and organizational legitimacy. Organization studies, 35(9), 1343-1371.

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Phillips, J. M. & Gully, S. M. (2015). Multilevel and strategic recruiting: Where have we
been, where can we go from here? Journal of Management, 41(5), 1416-1445.
Pulakos, E. D., Hanson, R. M., Arad, S. & Moye, N. (2015). Performance management can
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