Table of Contents
Patch 1: Strategy Development Processes – Case – Google: who drives the strategy?.
1.1 Intended, Emergent, and Realized Strategies.
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?
The aim of this report is to critically analyze and evaluate the strategy development process of Google. The study focuses on how the founders of Google, Sergey Brin, and Larry Page, have developed a strategy to gain sustainable competitive advantages. This report first discusses what are emergent and intended strategies. Then, the report discusses which strategies have been developed by Google and how they have been developed. Following this, this report has outlined what challenges Google has been facing in the development of its strategies. Finally, it is discussed how Google can overcome the challenges it has been facing.
1.1 Intended, Emergent, and Realized Strategies
Diagram: Model of Intended and Deliberate Source: Ketchen and Short (2015)
According to Ketchen and Short (2015), intended strategies refer to the strategies which organizations want to execute and which are outlined in the business strategic plan, as a business plan. Emergent strategies are those strategies that are unplanned and applied to meet unexpected challenges and opportunities. Emergent strategies may provide huge success for the business. On the other hand, the realized strategies are the strategies that are actually followed by organizations. The realized strategy is recognized as the product of an organization’s intended strategy as well as its emergent strategy. In terms of businesses genuine intended strategies are long forgotten. The non-realized strategies are an integral part of the intended strategy.
The mission of Google is to manage and organize the world information making it universally useful and accessible. The aims of Google are to allow users to access the required information in different languages. In addition, Google supports the advertisers to use Google as their marketing channel and to promote their products and services to the target customers. The vision of Google is to expand business in the global market with new products. The long-term plan of Google is to deliver new technologies for advertisements with expanding its workforces. The philosophy of Google is to focus on the users, it is best to done thin really well, faster is better than slow, and no pop-ups.
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In terms of Google, its intended strategy is to innovate and adapt the business circumstances through new technologies. Google focuses on the innovation works by forecasting the customer changing demand and future technological environment. Therefore, initiate innovation efforts are the major intended plan of Google. On the other hand or emergent planning, Google is always ready for the acquisition of new innovative firms before Google’s intention. Thus, it has bought organizations like YouTube (Sterling and Sterling, 2015).
According to Johnson et al. (2015), the strategy development process of a successful organization focuses on the vision and mission of the businesses. Then, organizations need to look into both internal and external business environments as well as competitor and industry analysis. In terms of Google, it always focuses on its mission and vision when it develops strategies for its business. In addition, before making any strategic plan it conducts an effective analysis of its internal and external environment along with industry and competitors. The strategy development process of Google consists of the strategic planning process, strategic leadership and management process, and other external business issues, where the strategic planning process focuses on organizational structure and design to organize and co-ordinate the business functions. Google applies two tire boards instead of a unitary model in the USA.
In addition, Google has structured its top-level management into three levels distinguishing its own responsibilities to ensure the implementation of its strategic planning. The top-level management including the CEO focuses on business performance and investors. They also emphases on social structure and ethical issues. All the top-level management people enjoy authority and leadership in their own field and oversee external business issues in developing a business plan. The plans developed by the top-level management people are integrated into Google and evaluate how they reflect on the aims and objectives. Finally, the strategies developed by top management make a closes link between budgeting and planning which enable Google to stay at the industry momentum from its emergence (Shah, 2014)……………….