Creative and Innovative Management Strategies at Google Inc.

This report provides a comprehensive analysis of creative and innovative management (CIM) within Google, examining the company's strategies, processes, and leadership approaches. It explores Google's mission and vision, its current creative and innovative processes including the 70-20-10 principle, and how it leads employees to embrace change. The report assesses the influence of Google's vision and mission on generating CIM processes and utilizes SWOT analysis to identify potential ideas. It also discusses the benefits and risks associated with CIM ideas, change models for implementation, and strategies for influencing stakeholders. Furthermore, the report addresses potential barriers to CIM implementation and proposes a strategic plan to overcome these obstacles, emphasizing effective communication with stakeholders. The conclusion offers recommendations for enhancing Google's CIM practices.

Creative and Innovative Management
Google
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CREATIVE AND INNOVATIVE MANAGEMENT 1
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.

CREATIVE AND INNOVATIVE MANAGEMENT 2
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

CREATIVE AND INNOVATIVE MANAGEMENT 3
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

CREATIVE AND INNOVATIVE MANAGEMENT 4
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

CREATIVE AND INNOVATIVE MANAGEMENT 5
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

CREATIVE AND INNOVATIVE MANAGEMENT 6
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.

CREATIVE AND INNOVATIVE MANAGEMENT 7
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.

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The Principle 70-20-10- A current reflection arises with the outcomes, where the main
business of the company i.e. Google is from its Ads and Search engine. By observing these
outcomes, Google Company planned to devote more than 70% of the time after ads and
search and carry maximum ideas about it. Where 20% of the time went to interact and deal
with the people of technical department and to make them free in order to search more
creative ideas by which maximum of the interesting and new products can arise. The
remaining 10% of the time is indulged in the crazy and odd ideas which may not offer
anticipated yield but still has some value of trying it out (Wroten, 2014).
The strategy of the Google products is currently very close to intimidating the dominance of
Microsoft in the technology. Believe of Google is in its organized approach and to possess
employees who are matured enough to understand the requirement and wants of the company
(Thomas and Karodia, 2014).
Leading others to absolutely hold the innovation and change
Leadership- Leadership is said to be the organized process by which one person can inspire
or influence the group or individual in order to attain the common goals or objectives
(Catranis, 2017).
Leadership quality- Leadership qualities are those qualities which are carried by the leaders
along with them in order to archive the goals of the company by leading the people of the
company. It contains various qualities which workers absorb and track the same like
integration donates interior values and exterior reaction, the administration which permits
achievement into the company, openness, and humility to add to the innovative ideas and
honestly contract with the workers etc. (Adair, 2013).

CREATIVE AND INNOVATIVE MANAGEMENT 9
Leadership in Google
An eminence leader carries skills of solving the problems carry motivation, attachment
among different workers and so on changes by which he rationalizes to be a leader. Google is
said to be a company which has made the powerful history in last 10 years through its
effective brands with enduring innovation and policies. It manages approx. 20,000 workers
with diverse segments and contains diverse styles of leadership in order to achieve the goals
and objectives (Tran, 2017).
Styles of Leadership can be several such as entrepreneurship, autocratic, McGregor’s X and
Y theories, consultative, directive, laissez faire, concern for the style of task and concern for
the people, transactional and transformational theories etc. (Iqbal, 2011). The company like
Google which deals in various services and products possess various styles of management
based on the level of management.
The leadership style has been differentiated into six styles that are democratic, pacesetting,
coercive, coaching leadership, and affliative leadership.
Affiliative style of leadership- It is the style of leadership where workers or personnel come
into the contact with each other and make strong relationship bonding with the help of open
communication and conversation that helps in bringing out new and innovative ideas in the
organization. Google deals with those employees who incline to say and interconnect which
offers luxury or comfort level to the workers to be flexible with the administration. It
provisions workers to be cheerier and do not operate under any kind of pressure. This
leadership style carries huge productivity and freeness into the environment of the company
(Steiber, 2014).
Another important leadership style which is followed by Google Company is "Authoritative
style" in which leaders offer extra freedom to the staffs in order to get new and innovative

CREATIVE AND INNOVATIVE MANAGEMENT 10
ideas. Leaders take accountabilities to create a rich vision and in the planned vision workers
perform their work with the total sense of responsibilities. This particular style of leadership
offer satisfaction to the workers of the company and reflect them their importance in the
company. Every type of feedback is predictable for all the employees (Thompson, 2018).
Influence of CEO
The Google CEO i.e. Eric Schmidt operates his company in a method where workers can feel
free and live their life happily. He has continuously believed in the freedom which offers
more creative and innovative ideas in place of very organized execution. Google’s CEO
thinks that if the company faces crises workers will give their maximum attention, therefore
if the company is not dealing with any crises he believe that ‘let's create it' (Savoia and
Copeland, 2010). He has made a trend that around 20% of the employees will just work in
the company for innovative ideas and on innovative ideas. He is the one who leads employees
to offer them a chance to provide themselves, communicate and talk. Consistent conferences
or meetings are set with those individuals who have yet not added something in the
innovation of the company and those who have fear of interacting with others. This particular
act of the Google CEO has provided a feather to the staff to work and provide new and
innovative ideas and a proposal to the administration. Eric the CEO of Google does not
believe in the environment full of pressure. He makes his workers free to attend the office in
any dress they want to wear and it is their choice the way they want be stay in the company
(Patrone, 2017).
The leadership style i.e. the “Democratic style” is styles which are utilized by the Google
Company in order to make their workers interact more with each other and cooperated where
they can deliberate about fresh ideas of new technology and new products. The diverse

CREATIVE AND INNOVATIVE MANAGEMENT 11
section of product in Google Company makes use of the diverse style of leadership towards
attaining one goal for the company (Feloni, 2017).
Support of CIM processes for a Company or Organization
Influence of Mission and Vision statement on the generation of CIM processes
Mission- Mission can be described as the present situation and the present and future plan in
the direction of its vision (Rouse, 2018).
Vision- The vision is said to be the wanted advanced view of the business. The vision is
comprised of various long-run objectives and goals for which it the mission is planned in
terms of procedure which also supports in attaining long-run objectives or goals (Stoner,
2018).
The vision of Google- The Company’s vision is to systematize the information of the whole
world and make it completely available and valuable (Google, 2018).
This vision is set by the Google Company by looking at the perception of the needs of the
people in terms of the internet. Google desires to create its aptitude more valuable tor the
people on just one click, but by making various options of the web to allow them access from
any place with their devices and which can be a valuable tool with valuable information.
The Google Company has framed various long-run strategies in the manner of their mission,
however; there is not a single or particular statement that creates its mission. The Google's
mission can be to make the open web which offer benefits to all the publishers and users
(Baldonado, 2015).
As per the Alfred Spector the vice president from the special and research initiatives, Google
Company is concentrating on the fresh technologies that are classic and carry variability in
the company. It could be images, videos, advertisement, maps, text etc. (The Guardian, 2012)