Analysis of Creative and Innovative Management at Google

This report provides a comprehensive analysis of creative and innovative management within Google. It begins by examining Google's current innovation management processes and the leadership qualities that foster creativity. The report then delves into how Google implements creativity and innovation through its vision and mission, exploring the analytical tools used and the advantages and consequences of its approach. It includes a SWOT analysis and discusses various change models. Furthermore, the report investigates the benefits of creative management for stakeholders, the use of communication tools, and the establishment of key goals. Finally, it addresses the obstacles Google faces in implementing creative ideas and outlines strategies to overcome these challenges, ensuring strategic plans for innovation and change. The report concludes with a discussion of action plans for stakeholders.

Creative and Innovative
Management

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
1.1 Present-day creative and innovation management processes in Google..........................1
1.2 Leadership quality to provide creative and innovative in Google....................................2
LO2..................................................................................................................................................3
2.1 How creativity and innovation management process can be implemented using vision and
mission....................................................................................................................................3
2.2 Analytical tools that can to explore the potential creativity and innovation ideas...........4
2.3 Advantages and consequences of creative and innovation management. .......................6
2.4 Change model for carrying out creative and innovation management ideas....................7
LO3..................................................................................................................................................9
3.1 Benefits to stakeholder in the firm when implementing creativeness and innovation
management ideas..................................................................................................................9
3.2 Using communication tools for creative and innovation management ideas.................10
3.3 Key goals-and-priorities for executing creativity and innovative management idea using
response from stakeholders..................................................................................................11
LO4................................................................................................................................................12
4.1 Obstruction in implementation of creative and innovative management idea in Google.12
4.2 Strategies to overcome known obstruction for the implementation of creative and
innovative management idea in Google...............................................................................13
4.3 Ensuring regarding the strategic plan for overcoming barriers to ensure innovation change.
..............................................................................................................................................14
4.4 Communicate a plan of action for overcoming obstruction to applicable stakeholders in
Google..................................................................................................................................15
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17
ILLUSTRATION INDEX
Illustration 1: SWOT analysis..........................................................................................................5

INTRODUCTION
In this era, there is high technology use in all business organizations. Various changes
can be seen all around. However, for an entity major changes are made by creativeness and
innovations (Muñoz-Pascual and et. al., 2017). Using them growth and success can be easily
achieved by the firm. People have more support in companies to freely think and provide their
ideas as-well-as thoughts for benefits and development of enterprise. It is the duty of managers to
inspire its employees within the organization, so that they can be more artistic and can carry out
their operation effectively. This report is about the Google which is considered among the most
creative and innovative company.
Moreover, learning outcomes related to this study are importance of creativity and
innovation management in Google. After that, vision and mission statement, potential, risks and
benefits and change model based on creative and innovative management ideas have been
discussed. Besides this, how changes related to it can provide benefits to stakeholder,
communication and for establishing new goals are elaborated. At last discussion about the ideas
to overcome obstruction for execution of creative and innovative management ideas is done.
LO1
1.1 Present-day creative and innovation management processes in Google.
Innovation management can be outlined as the process of renovating the previously
existing products using new methods and devices (Khalili and Khalili, 2017). In this process,
modification is done using the process of creativity while inventions are completely performed
for new things. It is entirely new process where alliance, new routes, brilliant ideas and radical
things are implemented in business and marketing strategies. Every organisation needs
innovation in order to maintain better position in market, running the business, providing new
things to customers and improving brand image of the products. Moreover, it also helps the
organisation to reduce wastage and save financial investments in more proactive manner. For
large entity, they develop portfolio, that helps them to understand innovation within the
organisation in more better, clear and concise manner.
There are 3 things included in Portfolio management system, fundamental, incremental
and radical which help the firm to understand and implement the innovation in structured).
Creativity and innovation must be totally different technology, based on ideas, loads of planning,
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models, frameworks, having depth meaning which can be developed in the company. It should
be easily handled and should help in improving current projects.
Current creative and innovation process carried out by Google Inc.:
As per the Forbes report, May 2017, Google is on top most position in terms of World's
most valuable brand and is 47th position in terms of innovation. They provide vast services in
field of IT and communication. It is well-established company that has many great innovative
projects such as search engines websites, browser (Google chrome), chatting application (Google
Duo and Allo), video sharing websites (YouTube), mail (Gmail and Google+), advertising
market, Google TV, personal data collection and many more frameworks (Ross, 2017). To
maintain the sustainability, earlier the company operated in well-structured manner. Innovation
is known as incremental process where their main work was related to creative ideas was
completed with the help of BCG Frameworks. However, the results were poor, there was higher
creativity level in the employees but they lack in being innovative as mentioned by earlier CEO.
They were facing issues regarding launching of innovative products in market and made various
changes in their process.
Among the major changes they changed the innovation model and adopted the new
model that grows along with the company. In order to be more innovative and technological
advance they adopted open and closed innovation model which was developed by Henry
Chesbrough. In the open innovation people that are not related to the company were doing
innovation. With their collaboration and contribution organisation can keep innovation ongoing.
However, in closed innovation the development of the products was kept secret and at right time
the product hits the market. For example, Android and chrome were the part of open-innovation
which provided great success to the entity (Tippmann, Sharkey Scott and Parker, 2017). Along
with this, they also practise top-down and entrepreneurial innovation. The Google products
strategy is now closely to threaten Microsoft dominance in technology. The firm believes in
systematic approach along with this they have mature employees who understand their necessity
and requirement.
1.2 Leadership quality to provide creative and innovative in Google.
Leadership is about influencing other in systematic procedures to achieve common goals.
For this they require various qualities depending upon their roles. Moreover, it helps individual
to achieve common goals. In Google leadership role is evaluated at the time of interview where
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they access candidate’s role-related knowledge, leadership, general cognitive ability and
personality. Leaders in the company are more integrated, contributing to internal values, having
managerial providing capabilities to take decision, open and fair to others so that all the
employees can get innovative ( Gu, Duverger and Yu, 2017).
Pichai Sundararajan, current chief executive officer (CEO), is one of such leader that
google is having. He is punctilious with sharp native intelligence, he believes that for being a
leader team success is more important rather than self-success (Binyamin, Friedman and
Carmeli, 2017). Along with this, he always empower, inspire and motivates people and mostly
students to focus on the education with creativity so they too can be innovative. Besides this, he
keeps on learning and stays humble.
Among his qualities he is more understandable, humane , collaborative, transformational,
visionary and effective communicator. In order to make any decision Google thinks over over
various creativity they can implement on the products. There are various leadership theories that
can support Sunder Pichai however, the best among them are transformational and transactional
theories. As per the Gibson (2017) innovation in the company lies on resources, management
process and organization al motivation. The entity believes that leadership qualities like
powerful, influential, affliative, anti-authoritarian, pacesetting and teaching and learning abilities
are inbuilt in their employees. Employees can easily communicate and bring their ideas to the
leaders. They all know there sense of responsibility and to bring new ideas for new products and
technology. The leaders have clear vision and strategy to be productive and results-oriented and
more empower in team members success and well-beingness ( Bisson and Lehr, 2017). All the
success lies in the belief, values and culture of Google that made it innovative and creative.
LO2
2.1 How creativity and innovation management process can be implemented using vision and
mission.
Vision is about the long-terms future development or the desired futuristic view of entity.
It can be easily achieved through the short term goals and more strategic planning. Mission is the
cause for which it stands or things they wanted to achieve. Both are important as they contribute
to a healthy future. The mission statement details current position of the company and vision is
about the future statistics that firm wants to reach. The organisation mission is to collect
universal information and make it accessible as-well-as useful to all. They want to improve
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internet services so that every customer of Google can get enriching experience. For them there
is no vision statement. Google being customer oriented company is virtually present to almost
every human on earth (Hienerth and Lettl, 2017). The firm wanted to use their creativity and
innovation to provide free education and technology to all the corners of world.
All the employees are focusing on the areas so that they can achieve their organization
goals and objectives. The company is among the most influential firm as per the Forbes list and
they encourage their employees to be act and think like an entrepreneurs. Through the innovation
Google is making new models of miniaturization where user can continuously stay connected to
the Internet. Google founders are incredibly ambitious and have high expectations however they
always measure progress consider feedback inevitably. The organization is having approximately
5,000 developers that are using their brain power to be creative and innovative to change the
world. They are making progress in almost all the IT system and services using technology and
innovativeness to fulfil the objectives and mission of the company.
2.2 Analytical tools that can to explore the potential creativity and innovation ideas.
Analytical tools provides a clear ideas how an organisation can be more innovative,
where factors like training and development, shared vision and goals, leadership, team work,
effective work environment, culture, belief, value, climate and sustainability are very important.
According to Espinosa and Duque (2017), vision, strategies and leadership shapes the
future of the organization. All the employee must contribute equally in order to provide future
contribution. They should remain committed to the organisational goals and must focus on
innovation at the work environment. Organisational Structure: Here work and responsibilities are assigned and
communication structure is build so that employees and employers can interact. Training & Development: It is integration of different activities that are provided through
teaching and practical implementation. Employees can learn various activities, skills and
ability to face difficult and challenging situation. Moreover, through this, their
capabilities and abilities are explored which can make them more creative and
innovative. Using this, they can also achieve leadership qualities.
 Employee Involvement: Employees plays the main success role for the company. They
are required to perform different activities so their involvement is very necessary. If they
get proper inspiration they can be more innovative and can quality products which can
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help in development and providing challenges to the competitors of the company. They
will be the future leader of the company so their involvement make great contribution.
SWOT analysis is used as analytical tool to explain the current stage and their future
requirements.
Strengths
 The great brand reputation
 User-friendly approach
 Multi-functionality
 Financial situation
 Product integration
 Market leader
 Excellent acquisition capabilities.
 Culture integration ( Mueller and et. al.,
2017 ) Largest Internet advertising company
Weakness
 Unprofitable products
 Excessive Reliance on Secrecy
 Problem focusing innovation
 Lack of Compatibility
 Patent litigation
 Over-dependence on Advertising
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Illustratio
n 1: SWOT analysis
(Sources: Why Use SWOT Analysis?, 2017)

Threats
 Competition in IT sector.
 EU antitrust law
 Competition from Microsoft, Facebook
and other IT companies .
 Mobile computing
 Non-profitable products Cybersecurity
Opportunities
 Android Operating System
 Diversification
 Growing internet users.
 Cloud computing
 Integration with cell companies.
2.3 Advantages and consequences of creative and innovation management.
There can be two possible outcomes of being creative and innovative which can be
beneficial or riskier for any organisation. Before implementing any thing they have to make plan
and strategies so that goals and objectives can be achieved (Farmer and Tierney, 2017).
Organization have to identify all the risk and should be prepared with mitigation strategies if it
occurs. Moreover, they should convert all their risk into pros so that company can take advantage
of it. Majorly in entities risk occur due to lack of ownership, lack of information availability and
more irrelevant details and most important getting diversified from the objectives and goals.
Advantages:
The company now has more improved values such as openness, creativity, equality and
flexibility. Due to innovation they are among the top IT industries. The company has many
running innovative project and they are focusing on more. Through this, they have received
higher productivity capacity, flexibility and reduced costs. They have better market product
which are highly considered by customers. It has provided them higher profit, revenue and sales.
The organisation can easily handle legal and environmental issues and has reduced the
risk for shareholders. Effective innovation has provided them more values which differentiated
the company from its competitors. Innovative businesses have a reputation that helps in
improved staff retention, potential good quality motivation and easier recruitment.
However, with great responsibilities comes great risk which are achieved by Google:
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Now they have more competition in terms of similar products such as Cloud computing is
provided by Google and Apple, and Apple is considered as most innovative company
(Gumusluoglu, Karakitapoğlu-Aygün and Scandura, 2017). The firm receive uncertain
commercial returns and there is no guarantee about the future profits and revenues. There are
higher risk in protecting the innovative products and processes. Even getting patent is not
appropriate solution. They have to invest more on the Research and development and various
other things so that they can maintain their market image.
2.4 Change model for carrying out creative and innovation management ideas.
Being such as large expanded firm and to achieve business goals, Google Inc. uses
various models and development tools. However, IDEAL model is one of the models which can
be connected to Google to bring CIM ideas.
Initiation: Google is initiator of many IT systems. They have developed effective, reliable and
faster search tools which is making more than 3 billion search queries in 189 regional level
domains. They are expanded to Advertising sector and are among the top firms in terms of
Advertising services. Moreover, they are engaged in communication and publishing,
development, security, Map-related products, Statistical tools, Operating systems, Desktop and
mobile applications, Hardware and software products, services. Moreover, there are various
discontinued projects due to technological advancement.
Diagnosis: The company spend time as-well-as finance in innovation where CEO overview the
innovative ideas and provide employees chance to be more innovative and creative (Kuo and et.
al., 2017). Using the technicalities they have produced many products and services for
customers. With the help of their engineers and technicians they diagnose all the software,
hardware and other services in company. The factors has provided potential improvement
opportunities to the company.
Establishing: Google is used by almost every company, country and people. Using its services
various activities are preformed by them. Moreover, the company is providing free training and
development programs. They are also making progress in market development and merging with
local leading business in host countries.
Acting: The major development where innovation is considered as key factor. The company has
provided many motivational training to their employees to be innovative.
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Learning: Google Inc name comes in the Forbes list as best company. It is also known as
certified teachers. It is used by the organization to collect and study different innovation which
can provide advantages to the company.
Apart from IDEAL model, there is another highly effective model is also available which
helps to manage and adopt change in proper direction. Another method is Lewin's Change
management model which consists with major three steps. Basic three stages involved in this
second model are unfreeze, change as well as freeze or refreeze which is shown through below
diagram. Moreover, ways through which this stated model helps to CEO of Google Inc for
adopting change at the workplace is explained below:
Illustration 2: Lewin's change management model
(Source: Lewin's Change Management Model, 2016) Unfreeze: At the initial stage of Lewin's change management model the company decide
change which required to implement at the workplace. Once firm implements change or
new terms in the firm then any employee not ready for adopt it. At this step, every worker
resist or refuse to adopt or grab the new techniques and change. The reason is that they
have to modify their existed learnings and qualities. For example: if Google Inc
implements new technology then workforce has to learn about this and taken training for
operating it. At this stage they resist for this all the changes and adoption. Due to
resolving this issue, CEO and managers use various kinds of motivations for involving
workforce in order to adopt such changes.
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 Change: This is second stage of selected change management model in which change is
implemented and move towards transition. At here, employees of Google Inc try to adopt
such changes due to motivating by several techniques and strategies (Lewin's Change
Management Model, 2016). Further, they start to adopt changes and move towards
learning for new technologies executed by Google Inc. In order to complete this
particular process, high level of leadership as well as reassurance is required at the
working environment.
 Refreeze: It is the last stage of Lewin's change management model in which all the
employees accepted change which is implemented by CEO in the business. Once the
change is accepted by the workforce as well as executed successfully then Google Inc
comes at the stable situation. Further, it becomes as smooth for completing tasks and
works as it was earlier like before adopting change.
LO3
3.1 Benefits to stakeholder in the firm when implementing creativeness and innovation
management ideas.
Stakeholders are those interested members of the organisation that can make decision
over it (Chan, 2017). The decision made can affect the company directly or indirectly.
Depending upon the power and interest, they play essential role in promoting the innovation
process as-well-as decisions.
4-components where stakeholders get connected to Organisation's innovation are:
Phase Outcome Methods
Stakeholder viewpoints Identifying and evaluating the
key stakeholders
Identify issues and resolve
them
Analytical aspects of
Stakeholder
Their decision outcomes Prepare stakeholder Matrix
Planning made by stakeholder Developing communication
strategy
Communication structure and
conflict plan
Management decision made by
them
Relationship management For each activities preparing
the awareness plan.
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The company is making development using the innovation in the mobile technology,
virtual reality, Chromecast, Wi-Fi router, Google Home connected speaker and Google
Assistant.
Google and its influence on Stakeholders
The new CEO is able to take faster decision by understanding the requirement of
stakeholder. Approachable and appropriate organisational structure was prepared so that
Shareholder and stakeholder objectives can be fulfilled (Isaac, Herremans and Nazari, 2017).
Every year google is providing updates for its product which is providing customer satisfaction
to the company. With the collaboration and involvement of its stakeholders now they can easily
frame strategies and monitor their competitors. Not only to the supportive competitors they are
also focusing on their competitors such as Apple. The company is providing tough competition
to its competitors regarding the innovation products. Google believes employees through
innovation had made huge impacts and influence on stakeholders
3.2 Using communication tools for creative and innovation management ideas.
Communication: It is way of interacting and interchanging information or conversation
over many resources in the organization.
For stakeholder, communication plays very important role in providing regular updates
and accurate data to them (Kasemsap, 2017). However, for different stakeholder different
communication style is used which must be acknowledged by the employees and owners. As
Google is multinational company so in order to maintain the operational and financial activities
they should run their regular communication with their stakeholders. Moreover, they should
prefer open communication so that decision can be clearly and in specified ways it can be made.
Stakeholder Communication activities Issues
Customers Surveys and feedbacks Product should be innovative,
safe and secure so that safety
to personal data can be
maintained.
Employees Satisfaction surveys Internal grievances with other
employees and rational pricing
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