Google's flip-flopping

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  • Publié le : 3 janvier 2011
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It goes without saying that initially Google attained major changes and competitive services edge, having found its way increasingly into everyday language. The verb, "Google," was added to the ‘Merriam Webster Collegiate Dictionary’ and the ‘Oxford English Dictionary’ in 2006, meaning, "to use the Google search engine to obtain information on the Internet.” This unprecedentedsuccess or honour does not ensure Google to remain number one or to continuously increasing its revenue. As we have seen Google’s flip flopping in the case given by our honourable professor. Because there is a saying that if you want to stay where you are then run faster. It indicates that if Google wants to keeps its current position smooth then it has to take steps that will also help it fromflip-flopping.

I would like to mention here that for the sake of advising Google I shall mention PEST, SWOT, 5 forces etc in this paper but I am not going to give textbook-like description as undergraduate students do.

Google’s business model

Here I am not going to elaborately describe the Google’s formal model as everyone has the access of that through internet.
The company follows the70/20/10 model pioneered by Google's CEO Eric Schmidt which "dictates that, to cultivate innovation, employees of a company should utilize their time in the following ratio:
70% of time should be dedicated to core business tasks.
20% of time should be dedicated to projects related to the core business.
10% of time should be dedicated to projects unrelated to the core business"1
Where is the time toprotect this core business? There should be some time that can protect the core business and help related works to be done successfully. And Google especially in china has failed several times to protect itself. So, it’s time to find some innovative way to protect its innovation from its competitors and hackers.

Google’s flip-flopping in strategic decision making: finding a way out

Googleis already market leader in USA but not in china. China has huge population. If it wants to keep the world leadership in future it had to enter Chinese market. It had no other alternative as we know China is going to be or now it is the largest internet users market.
But while entering Chinese market it had to compromise its mission objective.2 Google mission objective was like this: organize theworld’s information and make it universally useful and accessible. Or, put simply: how can we (Google) provide the greatest access to information to the greatest number of people?2
To provide the greatest access to information to the greatest number of people it had to enter into Chinese market. But for the other part of making the information universally accessible had to be comprised to enterinto this market.
But Google had a serious problem in china regarding maintaining its server in china. Several times it was attacked by the hackers. And several times it threatened to withdraw from china. This is not strange that Google was attacked by hackers and true to say it will be hacked in china again where lots of intellectual peoples are here and there. But it has to be alert and it musthave pre-arrangement about how it will recover from hacking or how it will minimize the opportunity for the hackers. Commenting like withdrawing from china is childish as it is also bad for Google business. And it definitely will hurt to retain the number one position in the internet market.

From our teacher’s paper we find a very important opinion from a Chinese expert. Regarding Google’sflip-flop, an expert on Internet technology at the Beijing University of Posts and Telecommunications said on condition of anonymity that Google is promoting itself by hyping its row with China. Based on Google’s philosophy, whenever there is a problem with its services in China, it is caused by censorship. People in the company must think that they are winning everything by blaming China – more...