Table of Contents
Patch 1: Strategy Development Processes – Case – Google: who drives the strategy?.
1.1 Intended, Emergent, and Realized Strategies.
1.2 Google’s strategy development process.
1.3 Challenges faced by Google in the strategy development process.
1.4 Solutions to overcome the solutions.
Patch 2: Organizing for Success – Case – One Sony.
2.1 Key elements of a successful organization.
2.2 How Sony is gaining success.
Patch 3: Leadership & Strategic Change. A case on Sergio Marchionne: Leading Change in Fiat and Chrysler
3.1 Leading Change in Fiat and Chrysler
Patch 1: Strategy Development Processes – Case – Google: who drives the strategy?
This patch critically analyzes and evaluates the strategies developed and the strategies development process undertaken by Google Inc. This section outlines and discusses how the funder of Google, named Sergey Brin and Larry Page, have taken initiatives in developing effective business strategies for achieving sustainable competitive advantages and improved business performance. The first section defines the intended, emergent, and realized strategies. The second section discusses the strategy developed by Google for its business over time. The third section discusses the challenges faced by Google in running its business and surviving in a competitive marketplace. The last section discusses the potential solutions for overcoming the challenges faced by Google.
1.1 Intended, Emergent, and Realized Strategies
Ketchen and Short (2015) defined the intended strategies as the strategies which a business desires to execute and discloses as a business strategic plan. Then, the emergent strategies refer to the strategies that are not planned and applied yet to overcome the challenges and receive the opportunities. These strategies are essential for business success. Next, the realized strategies are those strategies that are being currently followed by the business including Google. These strategies are known as the products or services of a business’s intended strategies along with emergent strategies. In the case of Google, no-realized strategies are an essential part of the intended strategy, and intended strategies are considered as long-forgotten strategies.
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Diagram: Model of Intended and Deliberate Source: Ketchen and Short (2015)
The vision of Google Inc is to be the leading information provider for the world’s people. The mission of Google Inc is to organize accessible and useful world information safely and secretly. The key aim of Google is to provide opportunities to the world people to access information through the internet. In addition, Google Inc gives huge opportunities to the world businesses and marketers for promoting their products and services through different online advertising channels. Google’s philosophy is to emphasize on users through thin but faster and really well and non-up ups services.
According to Sterling and Sterling (2015), Google has a number of intended strategies. The first intended strategy is to adapt and innovate new technologies to improve its business performance. Then, Google always looks forward to understanding the future demand of the technological environment and customer changing needs and expectations. Thus, the main intended strategy of Google is to initiate innovation efforts. Then, as emergent strategies, Google always looks forward to the acquisition of new innovation firms. For example, Google has done an acquisition with YouTube.
1.2 Google’s strategy development process
Johnson et al. (2015) stated that the strategy development process of an organization first focuses on business vision and mission. Then, it is essential to analyze both internal and external business audit. The internal audit includes business current position, current structure and culture, employees, customers, suppliers, and other business stakeholders, etc. the external audit includes the factors and forces come from external averment such as political issues, economic issues, social issues, technological issues, legal and environmental issues.
In the case of Google Inc, it always emphasizes its vision and mission in developing strategies for its business. Then, Google conducts analyze both internal and external business audits and situational analyses. The internal audit includes business current position, current structure and culture, employees, customers, suppliers, and other business stakeholders, etc. the external audit includes the factors and forces come from external averment such as political issues, economic issues, social issues, technological issues, legal and environmental issues. Based on the report of analysis, Google develops strategies, models, and frameworks for its current business operation and future operations.
As strategies, Google has first structured and organized its top-level management people in three main categories of roles and responsibilities. These management people are responsible for implementing its business plan and strategies focusing on business performance and investors’ needs and expectations. In addition, Google always focuses on ethical issues and social structure. The management people enjoy their leadership and authority and consider external business environmental factors in developing business strategies. They are also responsible to integrate Google with its operation and aims and objectives and mission and vision. Finally, the top level of management responsible for making close relations between budgeting and Google strategies to reach the industry momentum (Shah, 2014)…………..