Google Restructuring to Alphabet

Google restructured itself to create a new company called “Alphabet”. This presentation discusses the change process, challenges faced, and recommendations for the future. The challenges include lack of public image for Alphabet, managing resources from Google to functional businesses, and leadership challenges. The recommendations include developing a new business strategy that reflects Alphabet, developing succession planning strategies for future leaders, and aggressive marketing strategies to improve organizational image.

Google Restructuring to
Alphabet
Presenter

Google Restructuring
• Google restructured itself to create a new company called “Alphabet”.
• This is a collection of all the companies operating under the umbrella.
• This differentiation led to bigger structure and a larger management
scale (Hern, 2015).
• The change was to ease management of business components by
putting them under a CEO reporting to Alphabet.
• Through differentiation alphabet allows a functional approach in new
outfit (Robbins & Judge, 2007).
• This is to increase operational efficiency.

The Change Process
• This is the transition from Google to Alphabet.
• Top management was to find leaders for new functional units.
• The are to supposed to be charismatic and successful.
• The company has been unable to find the right leaders.
• Current leaders were elevated to higher roles.

The Challenges of the Change Process
• Lack of public image for Alphabet.
• The public image of Alphabet is still low after one year (Smith, 2016) .
• Organizational identity is the driver of success (Rho, Yun, & Lee,
2015).
• Challenges in managing resources from Google to functional
businesses (Tran, 2017).
• Low revenue streams from the business units.
• Leadership challenges that can measure up to the previous Google
company.

Recommendations
• Develop a new business strategy that reflects Alphabet.
• This leads to new ways of managing the organization (Favaro, 2015) .
• Develop succession planning strategies for future leaders.
• Succession planning will improve leadership competencies(Mckeown,
2011).
• Aggressive marketing strategies to improve organizational image.
• Working on the Alphabet brand.

References
• Brandom, R. (2015, August 11). Why Google's Alphabet shakeup makes sense. The
Verge.
• Favaro, K. (2015, September). The Strategy In Alphabet (nee Google). Forbes.
• Hern, A. (2015, August 11). Why Google is restructuring, why the name Alphabet and
how it affects you. The Guardian.
• Lunenburg, F. C. (2012). Organizational Structure: Mintzberg’s Framework.
International Journal of Scholarly, Academic, Intellectual Diversity, 14(1).
• Mckeown, M. (2011). The Strategy Book: How to think and act strategically for
outstanding result. Upper Saddle River, New JerseY: Prentice Hall.
• Rho, E., Yun, T., & Lee, K. (2015). Does Organizational Image Matter? Image,
Identification, and Employee Behaviors in Public and Nonprofit Organizations. Public
Administration Review, 75(3).

• Robbins, S., & Judge, T. (2007). Organizational Behavior. New York:
Pearson Education.
• Shewan, D. (2015, December 24). Everything You Need to Know
About the Google/Alphabet Move . The Word Stream Blog .
• Smith, D. (2016, December 7). One year later, nobody knows what
Alphabet is — and that's a godsend for Google's public-image
problems. Business Insider.
• Tran, S. K. (2017). GOOGLE: a reflection of culture, leader, and
management. International Journal of Corporate Social
Responsibility, 2(10).