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  • 1. The Importance of Intellectual CapitalManagement (ICM)Build a Knowledge FactoryBy: Fransisca Katherina Rumambi [G1200547C]

2. This is a story of 3. The Basis of Economy HasChanged! 4. Let See How Google Did It Larry Page and Sergey Brin PhD Students of Stanford UniversityResearch Topic 5. Resources of OrganisationSource: Marr, Bernard, (2008), Impacting future value: how to manage your intellectual capital 6. Human Capital: Foundation GIANT MASS PROBLEM A lot of information in the internet but it was not easy to findHOW TO FIND THEINTERCONNECTION OF ALL THE PAGES OF INFORMATION OUT THERE 7. Structural Capital BUILT SEARCH ENGINE Model on how to find information in the internet Rate the quality and to show the best quality first New technology PageRank, where a websites relevance was determined by the number of pages, and the importance of those pages, that linked back to the original site.Building a Knowledge Factory 8. Relationship Capital Attract a lot of people that want to define things on the internet THE USERS are the foundation of relationship capital3 combinations in successful knowledge business: Human, Structural and Relationship Capital 9. Moved to GarageTo Continue Their WorkThe search enginebecame so widelypopular but IT WAS FREEThere was no money forthem What Google do next? 10. Got an Idea!The Rise of Paid ListingsAdSenseFroogle Google approach for advertising definitely qualified as a revenue source. They always innovate with its products Google Personalized Search Google Analytics Project Glass 11. Advertisers add a new category inRelationship Capital to Googlebusiness model Over the past decade, Google has added its human resources to constantly working to improve the software 12. Larry Page and Sergey Brin 13. Google: Leading Company Since its IPO, Google had launched a flurry of products that expandedits domain beyond web search such as Gmail, Google Maps, GoogleBooks, Google Finance, Google Docs, Google Calendar, GoogleCheckout, and more. Acquisitions of YouTube and DoubleClick had expanded Googlespresence in online video and display advertising. Products like Gmail and Finance, along with personalization featuresoffered on Googles home page, moved the company toward portalslike Yahoo! and Microsofts MSN. Book Search, Maps, and Checkout suggested that Google was enteringthe traditional strongholds of e-commerce giants like eBay and Amazon. Googles ad-supported software, including email, calendaring, anddocument-management systems, threatened Microsofts Office andWindows offerings. 14. What Google do to maintain theirIC: 5 Steps ICM Model Identifying your intellectual capital (the current stocks of intangibles). Interviews, facilitatedworkshops, mail/online surveys because IC underpins competencies within an organisation. Mapping the IC value drivers. To ensure that the strategy with all its IC value drivers isintegrated and to enable easy communication of the strategy. Measuring IC. It can provide us with meaningful information that helps to reduceuncertainty about IC and enable us to learn about the IC value drivers and itsperformance. Managing IC. To inform us for decision making, to test and review strategy, to manage risksassociated with IC. Reporting IC. To provide information about the intellectual capital of an organization to itsstakeholders. However different stakeholders (investors, analysts, employees) have differentinformation needs. 15. References Edelman, B. & Eisenmann, T. R, (2010), Google Inc.. Retrieved 16 January 2013, fromhttp://brainmass.com/business/other/409895 Marr, Bernard, (2008), Impacting future value: how to manage your intellectual capital.Retrieved 15 January 2013, fromhttp://media.journalofaccountancy.com/JOA/Issues/2008/09/MAG IntCapital-Eng.pdf Pandia Search Engine News (2007), Google: One Million Servers and Counting. Retrieved15 January from http://www.pandia.com/sew/481-gartner.html