Google, Inc. Case Analysis
Google, Inc. Case AnalysisKelly Siegal, Estela Lopez, Noelle MorganPacific Union CollegeMission and Corporate Governance of Google Google has been one of the most revolutionizing companies of the 21st century. It was founded by Larry
Google also has a motto that they have used for many years called, “Don’t be evil”. Google’s idea for don’t be evil was a representation of how they were going to treat their users. For example, it would only show relevant ads, never show pop-us or annoying ads, and would never sell search results (Rosoff, 2011). They have lived up to this motto by some major things for its users such as: tightening the restriction and source code releases on Android and buying a hardware maker to create “reference” phones makes Android better for users; Changing its search algorithm to get rid of irrelevant results makes Google search engine a much better option for users. Additionally, adding a social network gives Google access to data that users are sharing with each other, which adds product value in that it makes Google search better for users; and taking less money so developers will create games for it makes Google+ better for users (Rosoff, 2011). “’Don’t be evil’ is one of the best things about Google, simultaneously representing the important idea that a company should not take itself too seriously, and an acknowledgement of the potentially corrupting power that Google strove to acquire” (Newman, 2014). Although Google puts its emphasis on “Don’t be evil” to their users, they still cause some shifts to other competitors around them. For instance, when Google bought Motorola for 12.5 billion dollars in 2011, they entered into the phone market. It was then that Google started to compete directly with partners like Samsung and LG. Google also changed its algorithms with no warning causing certain business plunging in the rankings (Rosoff, 2011). And lastly Google entered into the social media market when they came out with Google+. Google tried to take smaller cuts of in-game sales to draw developers to its platform (Rosoff, 2011). Google has no problem with doing marketing tactics that put them above their competitors or eliminating weaker competitors.