Communication, Knowledge, and Information Management at Google

This report provides a comprehensive overview of communication, knowledge, and information management within Google. It explores the range of decisions made by Google's senior management, the information and knowledge required for effective decision-making at strategic, tactical, a...Read More

MANAGING
COMMUNICATIONS
KNOWLEDGE
&
INFORMATION
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TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
1.1 Discussing the range of decisions taken by the Google senior management .......................3
1.2 The information and knowledge needed to ensure effective decision-making ....................4
1.3 Assessing the internal and external sources of information available to workforce in UK ..4
1.4 Recommendations to improvement to the Google management team ................................5
TASK 2............................................................................................................................................5
2.1 Identifying the key stakeholders of Google ..........................................................................5
2.2 Method of contacting identified stakeholders and developing business relationship............6
2.3 Involvement of key stakeholders...........................................................................................6
2.4 Designing strategies that will make event interesting for stakeholders ................................7
CONCLUSION ...............................................................................................................................7
REFERENCES ...............................................................................................................................8
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INTRODUCTION
Managing communication is a regulated procedure of administrating the channels of
communication within a company to assure smooth flow of knowledge, information, idea etc.
Managing communication includes process like, planning, implementing and controlling
different channels of transmission adopted in company (Balsen and Heinrichs, 2007). It further
help in developing healthy work environment and strong interpersonal relationship among
employer and employee. In this report, various aspects of managing communication, knowledge
and information within Google. It is leading search engine that provide large number of website
through web, based on keywords. It provide its services in more than 40 countries and generate
employment for around 16800. In this report, internal and external sources of information
available to the workforce in Google will be explained.
1.1 Discussing the range of decisions taken by the Google senior management
Top management of Google is responsible for making strategic decisions for company
on which success of company is dependent. Since, its inception that company is intending to
expand in UK market therefore, decisions on following factors can be taken by executives
(Dawson, Madera and Neal, 2011).
 Strategic plan: With the help of strategic plan, long term goal that determine future
success of company can be framed. Top executives can communicate its core objectives,
vision and mission within the enterprise that must be considered by employees while
expanding in UK market.
 Source of finance: For expansion and development in new market large number of funds
are required. Therefore, top management can decide on the sources that provide them on
low cost and risk (Jameson, 2007).
 Location: Top management help in deciding the location of corporate office that will
serve as its new identity and address in UK market.
 Selection and recruitment: In this respect, senior management decide the quality and
quantity of human resources that will be needed by Google to expand in UK market. The
effectiveness in selection and recruitment process help company in sustaining
competitive advantage in terms of its employees (Beranek, 2006).
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1.2 The information and knowledge needed to ensure effective decision-making
In order to take fruitful decision for the organization, senior executives are required to
focus on following levels. However, for this aspect different type of information is required that
help each level to take viable decisions (Mazzei and Ravazzani, 2011). It is explained as
follows:
 Strategic level: The decision at this level have long term impact on the business of
company. It requires information from external and internal sources which help in
deciding whether it is feasible to expand in UK market or not. It requires information
like, availability of resources, power of government and competitors in target market etc
(Nervold and et.al., 2013).
 Tactical level: This level provide major contribution in implementing the decision taken
at strategic level. It require information regarding strategic plan, requirement of resources
like, men, machine, material and money. It also consider factors like, division of work
flow, selecting distribution and communication channel etc.
 Operational: They require day to day information that might affect their information.
The information regarding change in shift, production process etc are needed by this levl
of employee (Dow, PMP and Taylor, 2010).
1.3 Assessing the internal and external sources of information available to workforce in UK
The wide range of internal and external information is accessible to workforce that help
in executing different operations:
Internal sources
 Employee records: It refers to personal records that show information about individual,
its date of joining and retiring that further help HR employees managing the present and
future human inventory. Employee can decide the period for which he/she has served the
company and determine the salary for which they are entitled (Grunig, 2013).
 Customer records: The workforce can access the information about the loyal customers
of employee that can be reached by marketing department while offering new product or
service.
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 Financial documents: The financial controller require financial documents like, trading,
P&L and balance sheet that help in understanding the financial aspects of organization
(Ruff and Aziz, 2012).
External sources
 Government websites: They provide regulatory information about change in
government law, policies and taxation that have direct affect on the functioning of
company (Schneider and Hollenczer, 2006).
 Multimedia sites: With the growing trend of social sites like search engine, Twitter and
Facebook etc provide large information about customer needs, prevailing trends, leading
competitors etc
1.4 Recommendations to improvement to the Google management team
Since, organization is intending to expand in global market following recommendations
can be considered by management team for further improvement and success:
 The management can use comparative political data sets that provides information about
political and institutional data of UK. Therefore, company can have information about
local policies that might affect the working practices of Google (Tripathi, S. P., 2009).
 With the help of stakeholder engagement process, company can get consensus at decision
of expansion in UK market.
 The management team can use market intelligence technique to get regular information
about changing market trends that help in getting competitive benefit.
 Stakeholder audit can be used to analyze the influence of members on the company
which should be considered to ensure smooth functioning (Young and et.al., 2003).
TASK 2
2.1 Identifying the key stakeholders of Google
From the provided case study, it has been identified that Google is planning to open a
new store in Kent area for which management should invite following stakeholders in decision
making process to ensure their engagement with company (Coombs, 2014).
 Customers: They are lifeblood for company as they use the products and services
offered by business and therefore generate the revenues. The awareness about new store
can be spread by inviting customers at mega shop launch. The management of company
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will provide information regarding event to customers through various advertising and
marketing tools (Broom and et.al., 2014).
 Government: The officials of government can be invited to attend the launch function.
This will help in developing strong inter personal relationship with them to minimize
their interference in companies affairs. The proposed plan can be communicated to
government officials using formal meeting, letters, presentation etc (Gold, Malhotra and
Segars, 2001).
2.2 Method of contacting identified stakeholders and developing business relationship
By using strong communication channels, management can contact identified
stakeholders and improve corporate relationship with them. Following methods can be adopted:
 Social media: It is most effective and impelling platform that help in communicating
wide range of information to large number of customers at negligible cost. Google can
use Facebook, twitter to inform customers about the proposed plan of launching new
store at Kent area (Balsen and Heinrichs, 2007).
 Emails or letters: In order to communicate the prospective plan to government officials,
more formal procedures should be adopted by management. Therefore, email and formal
letters can be used by them.
2.3 Involvement of key stakeholders
Stakeholders represents those individuals and groups that can affect or be affected by
different decisions of company. Therefore, it is important for Google to involve the main
stakeholders in launch program (Dawson, Madera and Neal, 2011). Furthermore, management
should ensure that interests and needs of target group must be considered while framing the
agenda of event. Therefore, major interest of stakeholders are as follows:
 Customers: The major interest of customers is to get ethical products and services at fair
prices. In addition to this, there concern is to get good quality offering and value for the
money paid. Therefore, management should ensure offerings in mega shop should be of
prime quality. Further, care services should be provided at mega store to avoid
inconvenience among customers in relation to its products (Jameson, 2007).
 Government: The main concern of government is to assure the dealings of company are
fair and transparent. They want company to pay the tax and duties on time, generate
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employment for local citizens etc. They must be kept informed about various change in
operations that contrast with any of government regulations (Beranek, 2006).
2.4 Designing strategies that will make event interesting for stakeholders
By using innovative and effective strategies, management of Google can make mega
shop launch event successful and memorable for stakeholders. The concept of mega shop is
collaborate with e-commerce players to offer best deal to customers (Mazzei and Ravazzani,
2011). For this respect, company can use innovative marketing technique that will help in
generating awareness about new plan of company. Customers can be provided heavy discounts,
coupons etc during the launch event. In this respect, company will provide 50% discount on
product for 1 week and offerings will be available on the Google site. In addition to this,
additional discount of 10% will be provided on purchase made of 50$ and above. Thereafter,
interactive portals can be designed where customers can express their needs, requirement and
issues. The government will be benefited with new revolution in e-commerce business which
will result in more taxes and employment to individuals in office of Google (Nervold and et.al.,
2013).
CONCLUSION
From the above report, it can be concluded that managing communication and
information is very important for the success of business in new market. The main aim of this
process is use strong communication to maintain good relationship with stakeholders. The major
decisions that can be taken by top management are regarding, source of finance, manpower
planning, location of business etc.
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REFERENCES
Books and Journals
Balsen, F. A. and Heinrichs, H., 2007. Managing sustainability communication on campus:
experiences from Lüneburg. International Journal of Sustainability in Higher Education.
8(4). pp.431-445.
Beranek, M. P., 2006. Guidelines for managing dispersed teams: enhancing communication and
productivity. Handbook of Business Strategy. 7(1). pp.359-362.
Broom, A. and et.al., 2014. The Troubles of Telling Managing Communication About the End of
Life. Qualitative health research. 24(2). pp.151-162.
Coombs, W. T., 2014. Ongoing Crisis Communication: Planning, Managing, and Responding:
Planning, Managing, and Responding. Sage Publications.
Dawson, M., Madera, M. J. and Neal, A. J., 2011. Managing bilingual employees:
communication strategies for hospitality managers. Worldwide Hospitality and Tourism
Themes. 3(4). pp.319-334.
Dow, W., PMP and Taylor, B., 2010. Project Management Communications Bible. John Wiley
& Sons.
Grunig, J. E., 2013. Excellence in public relations and communication management. Routledge.
Jameson, D. A., 2007. Reconceptualizing cultural identity and its role in intercultural business
communication. Journal of Business Communication. 44(3), 199-235.
Mazzei, A. and Ravazzani, S., 2011. Manager‐employee communication during a crisis: the
missing link. Corporate Communications: An International Journal. 16(3). pp.243-254.
Nervold, A. and et.al., 2013. Managing Communications, Outreach, and Policy for OpenOrbiter.
In University of North Dakota Graduate School Scholarly Forum.
Ruff, P. and Aziz, K., 2012. Managing Communications in a Crisis. Gower Publishing, Ltd.
Schneider, J. E and Hollenczer, L. L.,2006. The Principal's Guide to Managing Communication.
Corwin Press.
Tripathi, S. P., 2009. Communication Management: A Global Perspective. Global India
Publications.
Young, B., Dixon-Woods, M., Windridge, K.C. and Heney, D., 2003. Managing communication
with young people who have a potentially life threatening chronic illness: qualitative study
of patients and parents. BMJ. 326(7384), p.305.
Online
Gold, H. A., Malhotra, A. and Segars, H. A., 2001. Knowledge management: An organizational
capabilities perspective. [Pdf]. Available through:
<http://public.kenan-flagler.unc.edu/faculty/malhotra/kmjmis.pdf>. [Accesesed on 16
February 2016].
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