BSS059-6 Digital Technology Management: Google Case Study Evaluation

This report presents a critical evaluation of Google's digital technology management, focusing on systems analysis and design. It examines the company's approach to digital transformation, knowledge management, and the strategic use of information systems. The study analyzes SIS opportunities, proposes an information system design, and outlines specific data requirements and system features. It explores various managerial concerns, including politics, economic factors, and technological obsolescence. The report also delves into challenges from sales and marketing, manufacturing, human resources, and financial perspectives, offering insights into Google's organizational structure and the impact of digital technology on its operations. Furthermore, the report highlights potential managerial issues during the implementation phase, considering challenges related to personnel, technical systems, leadership, and organizational environment. The report concludes with a discussion of various users of the system and the potential for future innovations in the field of digital technology management within Google.

Running head: CRITICAL EVALUATION OF REAL-LIFE CASE STUDY
Critical Evaluation of Real-life Case Study
(Google)
Name of the student:
Name of the university:
Author Note

1CRITICAL EVALUATION OF REAL-LIFE CASE STUDY
Executive summary
The following report and demonstration of knowledge and understanding for the case Google. For
this, they have evaluated the systematic understanding of the critical appreciation of the business
effect of digital technology. This involves the way that it should be controlled in various business
settings with the objective of maximizing the success of the company. Apart from this, the study
makes a compelling demonstration of various types of abilities and skills. For this critical evaluation
of Google made with synthesizing multiple models and theories. This is to control the digital
technology suitably and also make strategic decisions for fostering a positive effect on business.

2CRITICAL EVALUATION OF REAL-LIFE CASE STUDY
Table of Contents
Introduction:..........................................................................................................................................3
Discussion on SIS opportunities and proposing the design and plan for information system:.............3
Specific data requirements:................................................................................................................4
Features of the system:......................................................................................................................5
Understanding information generated from the system:...................................................................6
Discussion on various possible users of the system:.........................................................................6
Probable managerial concerns arising for Google:................................................................................7
Various managerial issues arising for Google while the implementation phase of the information
system goes on:..................................................................................................................................7
Demonstration of challenges from various perspectives:......................................................................8
Sales and marketing:......................................................................................................................8
Manufacturing and operations:......................................................................................................9
Case of human resources:............................................................................................................10
Financial issues:...........................................................................................................................11
Conclusion:..........................................................................................................................................11
References:..........................................................................................................................................13

3CRITICAL EVALUATION OF REAL-LIFE CASE STUDY
Introduction:
The digital transformation is seen to be profoundly altering the organization of current
enterprises and the structure of management. The present-day innovative organizations require
widely skilled managers with technical competencies for mastering the latest digital technologies
and skills of management for various positions of decision-making. Again, Google LLC is a leading
multinational technology business from America. It specializes in the products and services that are
Internet-related. This involves the advertising technologies over the Internet, cloud computing,
hardware, software and search engine. The following study evaluates the determination of useful
ideas of Systems Analysis and design for Google. Moreover, managerial challenges are investigated
here for the company.
Discussion on SIS opportunities and proposing the design and plan for
information system:
For the service designs the project managers witness issue with regulatory or legal risks such
as threatening project feasibility. Brand and business risks like lower revenues, operational risks like
rise in cost to perform business and organizational risks that spurs the conflicts among various team
members. There is a scope of knowledge management that must be implemented at Google to gain
success. E-business and e-commerce must be deploying knowledge management. The reason is that
implementing that helps them to achieve the aim. There are different ways through which this can be
deployed at Google. This involves the suitable chain of knowledge flowing and training programs at
the company (Henriques de Gusmao and Pereira Medeiros 2016). Further, the authorities at the top
level must be generating a model for juniors for the following. It must be guiding them to gain the

4CRITICAL EVALUATION OF REAL-LIFE CASE STUDY
goal suitably. Through deploying suitable knowledge management, business is able to possess
harmony among the staffs and also that helps the business to develop positively.
The information system strategies identified involve the following. They are established for
implementing big data at Google.
 Firstly, the strategy for deploying big data must be controlling the performance of Google.
This involves the retrieving of the value of big data in the database from Google by using
predetermined queries and multidimensional assessment.
 The information utilized for the assessment is transactional in nature. This indicates that the
information involves long records of the customers for various buying activities and levels of
inventory of the company’s turnover.
 Again, the other method of deploying big data in the organization is with the exploration of
data.
 Here, there is a high usage of statistics that made for experimenting with and getting
responses to questions that have never been though from the side of managers.
 Apart from that, the other method is social analytics. In that case, the data is analyzed in the
form of feedbacks or the feedbacks and data retrieved from sites of social media. In this way,
the strategy is used to deploy big data at Google.
 Again, decision science is another efficient way. Here, the non-transaction data has been read
and the planning has been thereby (Kitsios and Kamariotou 2017).
Information system design and planning for Google. This is performed as per the SIS opportunities.

5CRITICAL EVALUATION OF REAL-LIFE CASE STUDY
Specific data requirements:
Firstly, various business concerns are to be identified. This can be done through conducting
internal assessment of Google. Then, preparation must be made for the transition and a dedicated
team must be arranged. Then, technology needs are to be evaluated and prioritized. The major
attributes must be found out for the knowledge management system. The main features of KM
systems are that it is open, distributed measurable, customizable and secure. Then the building
blocks are to be rolled out and the knowledge must be linked to people (Rezvani, Dong and Khosravi
2017.). For this, the main ways e-content management and knowledge directory. Next, the
knowledge management system is to be launched and the KM system must be measured and
consistently improved.
Features of the system:
The cost-benefit analysis is useful for decision-making. One is able to assess decisions,
projects or systems and find the cost for the intangibles. Then, there is the knowledge mining
software. It is a non-trivial method to determine valid, potentially helpful, novel and ultimately
understandable patterns for the huge amount of data sources. Then, there is automated categorization
tool. The automated data classification includes the deployment of categorization for specific
messages or files through any rule set that is pre-defined (Kamariotou and Kitsios 2018). Then, there
is knowledge warehouse. It is an element of the knowledge management system of the enterprise in
the place where knowledge gets disseminated, processed, organized, stored and developed. Then
there is knowledge mapping software. It is the visual aid highlighting the places where knowledge is
seen at Google and the ways to seek those having the utmost expertise. Further, there is the
knowledge directory software (Rodríguez, Clarisó and Marco-Simó 2018). The knowledge
management indicates any sort of IT system storing and retrieving knowledge, develops
collaboration, locating knowledge sources, mining repositories for secret knowledge, using and

6CRITICAL EVALUATION OF REAL-LIFE CASE STUDY
capturing knowledge and develops the knowledge process. Further, there is a knowledge directory. It
is designed mainly for obtaining knowledge and learning regarding products or projects. Besides,
there is content management. This is the set of technology and process supporting publishing,
managing and collecting of data in any format or mode (Bae 2019).
Understanding information generated from the system:
This is investigated as per the perquisites of SIS scopes of Google. The knowledge
management of Google has come up with some latest techniques that are helpful for Google suitably.
It is known that Google is one of the popular and dominant business in the world, indulging the
information and knowledge in firms. Moreover, Google has been followed with the measures of
knowledge management suitably and the strategies have proved themselves as the best search engine
and helped Google to overcome the competitors like Microsoft and Yahoo (Dhillon, Torkzadeh and
Chang 2018). Apart from that, Google has concentrated on the customers and the convenience
totally. As compared with the competitors flooded the homepages with the ads, it is seen that Google
has kept that easy and user interface of them has been plain and simple. Again, Google has kept the
organizing of meetings among the junior and senior staff where the senior staff have been sharing
the experience with juniors. This carries the chain of knowledge at Google suitably and supplies the
advantages (Chuang and Lin 2017).
Discussion on various possible users of the system:
Firstly, there is the Chief Information Officer for Google. Here aligns every plan and
activities of an information system having the strategic aims of Google. Next, there is the functional
manager. They report to CIO and then management employees particular to their area. Then, there is
ERM management. After that, there are project managers. Here, the project managers are liable to
keep the projects within budget and time. He works with project stakeholders for keeping the team to

7CRITICAL EVALUATION OF REAL-LIFE CASE STUDY
be organized and then communicates to the project to management status (Dachowicz et al. 2018).
Further, there is an information security officer. Here, it is in charge of setting the policies of setting
information security for Google and oversee the deployment of the policies. Next, there are some
emerging roles for the business of Google. It is seen that they are currently hiring various social
media exerts and specialists regarding mobile technology. There is a rise in the usage of cloud
computing and the technologies of a virtual machine that are breeding the demand for expertise in
those sectors (Ogbuabor and Onwujekwe 2018).
Probable managerial concerns arising for Google:
Firstly, politics has been playing a role in business since there is a balance present between
free markets and the systems of the control. Secondly, there is economic factors are the metrics that
assess and measure the health of specific economic sector or environment. Then, there are
demographic and social factors analyzing the mentality of consumers and individuals at any specific
market. Further, there is the identifying of potential technologies present for optimizing internal
efficiencies and avoiding the letting of service and product turning to obsolete technologically
(Pratono 2016). This is a huge concern for Google’s management. The governments and consumers
penalize Google having a huge adverse impact on the environment or rewarding the people having a
positive effect. Next, there is an understanding of varying regulations and laws at specific sectors of
the operation. This is critical for neglecting the legal costs that are not needed (Tu et al. 2018).
Various managerial issues arising for Google while the implementation phase of the
information system goes on:
These concerns generate can also worsen the problems with implementation. Specifically, the
categorizations of the challenges can be seen as the personal issues technical system problem,
leadership issues, organizational environment issues and management process issues. Regarding the

8CRITICAL EVALUATION OF REAL-LIFE CASE STUDY
management process concerns, there are challenges regarding the functional activities Google-like
common management, personnel and budgeting. Next, there are organizational environment
concerns. These issues are determined as the factors that are less tangle like organizational
behaviour, change and culture (Caldieraro et al. 2018). Moreover, there are leadership challenges.
This related to the sectors, including the direction and interaction of the executive of the
organization. Besides, there are technical system concerns. They commonly indicate to software and
hardware considerations of the IT. Next, there are personnel issues across every individual of
Google. It affects the deployments, procurements and planning of IT at Google.
Demonstration of challenges from various perspectives:
At present, there is globalization, the diversification of business and rise in amount of various
business projects. Thus, there is the necessity to support people who are related to various tasks that
are connected to project management turning to be very important. Accurate and timely data
regarding the plans of project management, progress and the related costs are vital for the
management and assure the project’s success. Any sort of successful development of information
system is never high with large interest and the fund that s committed by the business on the new
technology. It is understood that the assimilation of unsuitable and insufficient issues of project
management are responsible for the lower rate of development of information system. Moreover,
infrastructures, funds, management commitment, manpower, inspection and monitoring have a vital
role for the effective development of system. These can be understood as per the following
functions.
Sales and marketing:

9CRITICAL EVALUATION OF REAL-LIFE CASE STUDY
Firstly, there must be getting of response from those prospects. The respondents are possibly
utilizing both the outbound and inbound techniques such as blasts cold mail, additional interruptive
outbound tactics and InMail contributing to the way the salespeople can feel regarding people to get
connected. Next, there are closing details. This can be corrected through fetching at friction, holding
up the ultimate signatures. Then, there is the prospect of good leads. Every lead is a good lead.
Hence, this is never about bad and good leads. This is vital to what must be performed with the leads
that are less-qualified and what is need to be one with largely qualified leads. Further, one should be
engaging with decision-makers as the issue is regarding the sales process (Chen et al. 2017). As one
never have the success to move from initial or influencer contact person and decision-makers, one
never ask the suitable queries as one never clearly stick to the sales process defined. This takes place
as the proper question is never asked and one never clearly sticks to the process of defined sales
demanding the decision-makers in engaging the process. Further, there is avoiding of the
discounting. Here, the actual query is that whether have suitably placed the serve or the product
value. Lastly, there must be connections through the phone.
Manufacturing and operations:
Firstly, there are issues with the design of services and goods. The product design of Google
includes distinct teams for their different products. The decision sector of the operation management
can be implemented on the basis of market research, forecasting and trends. Secondly, there is
quality management. Here, the decision area of the operation management can be implemented at
Google through user involvement, innovation and debugging and iterative testing (Harré 2018).
Further, there is the capacity and process design. Here for the software and the web-based products,
the area of a decision of operation management is of least consideration. The reason is that the
organization maintains at least every worker's trough as demand for the products enhances. Then,

10CRITICAL EVALUATION OF REAL-LIFE CASE STUDY
there is the issue with location strategy. Here, for the web-based digital products of Google, the area
of a decision of operation management is for least considered as the products get distributed across
the Internet. Further, there are layout designing and strategy concerns. This sector of the operation
management is applicable to Google as per the design of facilities and workflows of Google
(Abushova, Burova and Suloeva 2016). Then, there are challenges with human resources and job
design. The human resource management of Google denotes the area of a decision of operating
management with the focus on excellence and smartness of staff. Here, Google favours the
employees who are efficient considering the experiences less. Apart from that, there are issues with
supply chain management. Here, Google uses advanced information systems for managing the
supply chain. Here, for the decision area of the operation management, evaluates the inventory
records for predicting demands and then inform the suppliers and the main equipment with the
manufacturers (Brabazon 2016). Besides, there are problems with inventory management. Here, the
decision area of the operation management, the management of Google inventory, utilizes distinct
kinds of inventories corresponding to the necessities of different businesses. Further, there are
problems with scheduling. Here, Google has perfected its automation application. Here, they can
automate a specific process like monitoring and checks of the levels of productivities. At last, there
is maintenance. Here, Google requires to maintain the facilities, servers and information systems.
For performing that they comprise of dedicated groups who are engaged for the maintenance.
Additionally, these groups are categorized as Support Operations (Guan, Mantrala and Bian 2019).
Case of human resources:
One might never be as any of the disgruntled staff leaves. Nonetheless, one must be as they
review the preventions of other talented prospects coming from the applying. Having Google door
pen to organizations and the public require to invest and monitor the internal brand same as their

11CRITICAL EVALUATION OF REAL-LIFE CASE STUDY
external ones. Then, the data on the culture indicates a precise level of financial effect. Creating the
business case for Google’s culture utilized can be fuzzy (Kirchner, Langer and Beetz 2020).
Currently, there are numerous reports that are seen to be quantifying the impact of bottom-line
related to healthy cultures. Further, the people technology is seen to be advanced sufficiently for
helping. With introducing the pulse, satisfaction surveys, employee engagement Google can gain a
smarter evaluation of what the staff are experiencing and collect concepts for developing the
working situations and productivities.
Financial issues:
It is seen that the finance of Google has never been earning the autocompletes. It is already
seen that Google is smart in learning from the typos. The spelling correction has proved to be the
Alpha Nerd topic for them. The chief scientist has whipped up easy spellchecker in the language of
Python to display how simple that has been. After some years, they have pulled off the notorious
type of Bing Sting as they saw that the spelling corrections of Bing ere more of Mountain view-tier
than the Redmond-level (Bolat 2017).
Additionally, from managerial perspective the challenges incudes great expectations. Lack of
the engagement of stakeholders, scope creep or scope changes, lack of any kind of accountability,
various ambiguous type of contingency plans, deprivation of resources and impossible deadlines.
Conclusion:
In the current case, Google is chosen and here, the data and information is the board key
concept for the relation to bloom. Here, the process of creation, utilizing and harming and executives
of information and data related to data and information is wide. In the day, using the data for
accomplishing the targets at Google are called as the data of their executives. In this manner, Google