Resource Needs of an Organization: Evaluating Obstacles and Solutions for Google's Potential Growth

This report focuses on the resource needs of Google LLC for potential growth. It evaluates the obstacles faced by the organization and provides recommended solutions. The resource needs include AI-based technologies, retaining existing employees, and ad-based revenue. The obstacles include developing transparent AI, layoffs affecting employee morale, and competition in the ad business. The report concludes by selecting a potential solution to help Google gain a competitive advantage in the market.

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RESOURCE NEEDS OF AN ORGANIZATION
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Executive Summary
The report will aim at evaluating the different resources that might be required by Google LLC
for undertaking a potential growth in future. The research will enumerate certain obstacles that
are being faced by the organization while building on the required resource for the future growth.
It has helped in assessing the position of the enterprise. Lastly, the report will enumerate a list of
recommended solutions for overcoming the obstacles and thereby select a potential strategy,
which will help the business in gaining a competitive advantage in the market. Therefore, the
purpose for undertaking the research is to assess the needs of Google and the manner in which
they might facilitate the uninterrupted operations through implementation of the strategy.

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Table of Contents
1. Introduction..................................................................................................................................3
2. Resource needs of Google for potential growth..........................................................................3
2.1 AI based technologies in the organization.............................................................................3
2.2 Retaining the existing employees for the organization..........................................................4
2.3 Ad based revenue...................................................................................................................4
3. Obstacles faced by Google while attaining the resources...........................................................5
3.1 Dilemma faced by Google in developing Transparent AI.....................................................5
3.2 Layoff for cutting costs affecting the morale of the employees............................................6
3.3 Competitors in the ad business..............................................................................................7
4. Possible solutions to the obstacles...............................................................................................8
4.1 Undertaking recruitment of AI based talents and micromanaging........................................8
4.2 Establishing AMO while recruiting and retaining existing employees.................................9
4.3 Developing Ad market.........................................................................................................10
5. Selection of potential solution for the organization...................................................................11
6. Conclusion.................................................................................................................................12
References......................................................................................................................................13

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1. Introduction
The resources and capabilities of an organization help the same in upholding the
efficiency of the operations in accordance with the competition that is faced by the same in the
diverse markets. The assessment of the resource needs of an organization and the obstacles that
might be encountered by the same while growing in the diverse markets is an important concern
for businesses. In this relation, the discussion will aim at understanding the resource and
capabilities needs of Google LLC for undertaking a potential growth process. The concerned
organization is an Internet giant, which provides a variety of internet services to the customers.
However, the discussion will be focusing on the different resource needs of the organization and
the obstacles that might be encountered by the same. The research will also enumerate different
recommended activities that might be undertaken by the concerned organization in order to
overcome the obstacles.
2. Resource needs of Google for potential growth
2.1 AI based technologies in the organization
The development of the AI technologies has helped in enhancing the automation
technologies and thereby eliminated the necessities of humans to perform tedious activities in the
organizational context. Garvin (2013) predicted in a research that the AI is moving towards
transparency while avoiding risks of data breach. In this relation, the concerned organization face
the resource needs of developing the AI processes for meeting the expectation of the future
customers. The AI based talents in the organization will be helping the same in maintaining the
efficiency of the operations through micromanagement of the units. Boyd and Holton (2018)

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noted that the strategic resource of the organization might be taken as the space that is being
provided by the same to the engineers for inculcating the innovative culture in the workforce.
The innovative culture of the organization will be acting as a resource for the business while
bringing forth developments in the AI technologies. The development of the AI based
technologies will be assisting the concerned organization in upholding the efficiency of the
operations in accordance to the sustainability needs. The need of maintaining the transparency of
the AI systems will be helping the organization in adhering to the needs of the future generation.
2.2 Retaining the existing employees for the organization
The existing employees of the concerned organization acts as resources, which helped the
business in undertaking frequent innovations. The tenured and skilled engineers of the
organization have contributed to the smooth functioning of the venture, as the technological
evolution needs. Sherman (2019) stated in a research that the innovative culture and the positive
workplace environment of Google has helped the existing employees in working effectively as
per the needs of gaining a competitive advantage. In this relation, the resource need of the
organization is dependent on retaining the existing employees. Retaining the existing employees
will be helping the organization in preserving the knowledge of the experienced personnel. In an
interview, the CEO of Google LLC stated that the experienced and skilled employees of the
venture has contributed to the business through knowledge sharing and supported the
innovativeness (Gsuite.google.co.in., 2019). Therefore, the retention of the existing experienced
employees will provide the concerned business with a potential scope of growth in future
through technical assistance.

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2.3 Ad based revenue
The concerned organization holds a greater percent of the revenue streams from the
mobile ads. Manyika (2017) stated that more than 1 million apps Google Ad Mob which creates
a significant amount of revenue for the organization. The growing amount of digitalization and
the needs of the developers to get exposure through Google has helped the same in enhancing the
revenue streams in order to support the chief R&D functions. The different changes that are
undertaken by Google have helped the same in retaining a fair amount of revenue through the
facilitation of Google Ad Mob. On the other hand, the growing needs of organizations in
connecting with the customers in the digital era have mandated the development of the Google
Ad Mob services (Mitchell, 2018). The development of the ad- based services will help the
concerned organization in holding on to the future prospects of growth in the digital markets.
The concerned organization is required to bring forth developments in the Ad based business
cycle in order to attract the attention of most of the developers. The Google ads provide the
organization with significant amount of revenue, which will assist the venture in fueling the
research and development initiatives for the range of products and services. Therefore, the ad-
based business is a resource, which will be helping the concerned business in achieving potential
growth in future.
3. Obstacles faced by Google while attaining the resources
3.1 Dilemma faced by Google in developing Transparent AI
The concerned organization, Google, faces a dilemma while developing the transparent
AI systems, which affected the capability of the same in allocating engineers in the development
process. The customers of the organization seem to portray contradictory behaviors towards the

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needs of a transparent AI system development. Chin et al. (2012) stated in a research that the
customers of the organization portray that they require a transparent and secure AI system for
avoiding data breach. However, the activities that are undertaken by the same does not relate to
their needs relating to the development of a transparent AI system. In this relation, the concerned
organization faced an immense dilemma relating to the development of the Transparent AI
system. On the other hand, the experienced engineers oppose the organizational context of
micromanaging, which might again affect the operations of the business related to the
development of the Transparent AI system.
Karatepe and Karadas (2012) stated that micromanagement helps an organization in
identifying the different flaws in the processes that might correlate to the interrupted functioning
of the business. However, the experienced engineers opposed the idea of micromanagement, as
they believed that the same would eventually affect the productivity and innovative culture in the
workplace. Therefore, it acted as a growing concern for Google while developing the transparent
AI systems as per the needs of the customers. Micromanagement would have helped the business
in assisting the newly employed engineers in the processes as per the needs of the firm (Obeidat,
Mitchell & Bray, 2016). However, the opposition faced by the organization while implementing
micromanagement affected the capabilities of the same in upholding the efficiency of the
Transparent AI development process. On the other hand, the firm’s developmental activities are
affected through the dilemma that is faced by the same relating to the needs of the customers.
3.2 Layoff for cutting costs affecting the morale of the employees
The concerned organization has undertaken employee layoffs for supporting the initiative
of cutting costs. The layoff operations have affected the morale of the excising employees in the
business venture. On the other hand, the layoff also resulted to lack of organizational capabilities

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of retaining the skilled employees in its operations. It has been reported that Google currently
laid off 100 employees from the satellite mapping team to keep up to a licensing deal (Barford et
al., 2014). The layoffs has not only affected the morale of the existing employees of the
concerned organization, but also interrupted the production process. The retention of the existing
engineers would have helped the business in upholding the efficiency of the operations through
uplifting the morale. However, the layoff activities of Google affected the employee morale and
the different developments that are planned by the business. \
3.3 Competitors in the ad business
The concerned organization aimed at earning revenues from the online ads. The
concerned organization held a huge percent of shares in the ad business.. However, as per the
report shared by eMarketer the developments in Facebook and twitter has curbed off 13% of the
market share of the concerned organization in the ad business (Emarketer.com., 2014). The
report also stated that the market share of Facebook increased by 11% in the ad business which
has considerably affected the market holdings of Google (Emarketer.com., 2014). The recent
developments that are undertaken by Facebook and Twitter and the wider range of promotional
mediums offered by the same have helped in attracting the attention of the developers. The
different aspects of change that might be undertaken by the organization is dependent on the
assessment of the needs of the developers.
It has been reported that the revenue earned by the concerned organization through the
initiation n of the Pay-per-Click (PPC) ads are falling as it is taking time to load (Sherman,
2019). On the other hand, the developments in the digitalized pop ups and sliding options has
helped Facebook, Alibaba and Baidu in achieving significant amount of customers in the
Chinese markets (Chin et al., 2012). On the other hand, it has been reported that the concerned

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organization lacks in the technological innovations while developing new app based mobile
world. The lack of development in the area of the new app -based mobile world has restricted the
capabilities of the organization while including the in-stream ads. The lack of proper
technological developments in the ad business has affected the organizational competitive edge
in the entire market.
4. Possible solutions to the obstacles
4.1 Undertaking recruitment of AI based talents and micromanaging
The concerned organization must undertake steps to develop the AI operations while
designing the faceless logarithm and transparent AI systems. In this relation, the organization
must take steps to undertake huge recruitment of AI talents in the business venture (Plewa et al.,
2012). The recruitment of the AI talents in the organization will be helping the concerned
business in boosting up the innovativeness. On the other hand, the recruitment of AI based
talents in the organizational framework will help in ensuring the profitability of the business over
the competitors like Facebook and Twitter.
Recruiting skilled employees in the organization will be helping the concerned
organization in enhancing the resources and capabilities of the same while competing with
different other players in the market. Mitchell (2018) noted that the inimitable nature of huge
number servers that are held by Google LLC has already contributed to the competitive edge of
the business. However, the recruitment of the new talents based on AI will contribute to the
competitive advantage of the business while operating in the digital era. On the other hand,
Iansiti and Lakhani (2014) stated that the recruitment of the skilled AI technicians in the
organization will support the innovativeness of the business while experimenting with the AI

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technologies. The organization provided a free space to the engineers for facilitating frequent
experimentation, which has helped the business in inducing an innovative culture. Therefore, the
recruitment of the AI talents in the organizational structure will support the business in
upholding the efficiency of the business objectives while gaining a competitive edge.
On the other hand, the concerned organization must also take steps to convince the
existing skilled engineers on the requirement of the organization related to the induction of
micromanagement initiatives. Micromanagement will be helping the organization in guiding the
new recruits while developing the transparent AI system. Gaziulusoy, Boyle and McDowall
(2013) stated that the micromanagement initiatives of organizations help the same in guiding and
monitoring the performance of the new employees and thereby eradicate the issues in the micro
level of the processes. Therefore, the concerned organization might undertake consultation with
the existing engineers for implementing the micromanagement systems with the aim of
empowering the new AI talents in the business.
4.2 Establishing AMO while recruiting and retaining existing employees
Retaining the skilled and tenured employees in the organization is one of the growing
priorities for Google while making plans for potential growth in the internet market. In this
relation, the retention of the skilled employees will be helping the business in preserving the
knowledge (Von Schomberg, 2013). Preserving the tenured employees in the organization will
be helping the same in maintaining the efficiency of the operations. The organization might
adhere to the AMO (Ability, Motivation, Opportunities) framework while screening the existing
employees (Proquest.com., 2016). The retention of the skilled workforce in the organization will
be helping the same in maintaining the efficiency of the operations as per the needs of the
business.

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The screening of the employees, in accordance with the AMO framework, will be helping
the organization in understanding the contribution of the individual employees to the
innovativeness of the venture. Therefore, the application of the AMO model will be helping the
organization in retaining the value based experienced and skilled workforce, which will
contribute to the competitive edge of the business. Sedol (2016) stated that the retention of the
skilled workforce in the organizational processes will help the organization in supporting the
innovativeness and the uninterrupted functioning of the business units. Tseng and Ting (2013)
also noted that the identification of the contribution made by the existing employees to the
organizational competitive advantage will be assisting the businesses in retaining the
knowledge. The skilled employees of Google are considered to be assets of the organization,
which helps the business in achieving the long term aspirations through continuous innovations.
4.3 Developing Ad market
The developments in the ad market will be helping the concerned organization in
retaining the huge amount of revenue streams that are earned by the business while operating in
diverse international economies. In this relation, Google must take steps to develop the ad market
through the induction of significant innovations in the processes. It has been reported that the
monthly users of Facebook and twitter amounts to 2 billion and 3.28 million respectively
(Manyika, 2017). It has helped the social media platforms in developing the ad based business
as per the needs of the developers. On the other hand, Google’s proposition of ads has helped the
developers in gaining maximum ROI (Return on Investment).
However, Boyd and Holton (2018) stated that the wider growth of the social media
platforms has posed a serious threat to the market share of Google relating to the ad business.
Therefore, the concerned organization must create suitable platforms in order to maintain the

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efficiency of the operations as per the needs of the business. On the other hand, Google must
take steps to simplify the ad creating process, which will help the same in maximizing the
activities of the developers through their Adwords. Trantopoulos et al. (2017) noted that the
simple structure of the ad creation facility provided by Facebook and the other social media
platforms has helped the same in gaining the attention of most of the target developers. In this
relation, the concerned organization must undertake steps to establish a comprehensive and
simplistic structure of ad creation, which will assist the business in maximizing the activity of the
target developers.
5. Selection of potential solution for the organization
The most important strategy that might be undertaken by Google while developing the
market position and competitive advantage is through recruitment of AI based talents and
micromanaging the elements of the processes. The concerned organization must take steps to
recruit new AI talents in the organization in order to support the development process of the
transparent AI systems. Garvin (2013) stated that the development of the transparent AI systems
would support Google in upholding the competitive advantage through enhanced innovative
capabilities. The development of the Transparent AI based systems will be helping the
organization in adhering to the needs of most of the customers (Shinkevich et al., 2016). On the
other hand, the development of the process will contribute to the competitive edge of the
business while operating in diverse international markets.
The development of the transparent AI systems will help the organization in reducing the
risks of data breach while storing data in the cloud. On the other hand, the development of the AI
systems will require the organization to undertake recruitment of AI professionals who will

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undertake continuous innovations for the organization. In this relation, the smooth functioning of
the business units of Google will largely depend on the AI talents. Boyd and Holton (2018)
stated that the different developments in the policies and the workforce environment helps an
organization in uplifting the operations of the same. In this relation, the development of the
transparent AI systems will be helping the concerned organization in minimizing the scope of
data breach. On the other hand, the micromanagement operations of the organization ensured
that the loopholes in the operations are eradicated, which will help the business in maintaining
the proficiency.
The concerned organization, Google must also take the initiative of implementing the
micromanagement operations in order to support the activities of the new talents in the business.
In this relation, the concerned organization must take steps to undertake communication with the
existing skilled engineers and convince the same for the safe implementation of the management
procedure. Micromanagement will be helping the concerned organization in resolving the
different operational issues that might restrict the uninterrupted development framework of the
venture. Micromanagement will also help Google in enhancing the operations through making
the new recruits aware of the processes and monitoring the progress of the same. Gaziulusoy,
Boyle and McDowall (2013) stated that the implementation of micromanagement concepts in
the operations helps an organization in controlling the overall processes and thereby improving
quality at the same time. Therefore, the concerned organization must implement
micromanagement in order to monitor and influence the innovativeness of the new AI based
talents while developing the transparent AI systems. It will be helping the organization in
avoiding errors in the micro elements of the development process and retain the quality of
innovation.

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6. Conclusion
Therefore, from the above assessment it might be stated that Google has different
resource needs AI based technologies, human workforce and the ad revenue. However, there are
different obstacles that are encountered by the organization while managing the resources.
Therefore, the research enumerated different solutions for the organization. Later, the research
developed the potential solution that might be undertaken by the organization in order to adhere
to the needs of retaining the customer base and gain a competitive advantage. The major purpose
of undertaking the research was to identify the issues faced by Google LLC and the potential
solutions that might be applied in order to support the needs of continuous innovation.

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