new work place issue & challenges

8/8/2019 new work place issue & challenges

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Perspective management

ASSIGNMENT

New work place issues and challenges

AT GOOGLE

Presented by:-

Sonal Pose

MMS-B

ROLL NO-95

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ACKNOWLEDGEMENT

I owe a great many thanks to a great many people who helped and supported me

during the making of this assignment.

My deepest thanks to Lecturer, Prof. Gomti the Guide of the project for guiding and

correcting various documents of mine with attention and care. She has taken pain to go through

the project and make necessary correction as and when needed.

I express my thanks to the director of, Thakur institute of management and research,

Prof. M. A. Kohojkar for extending her support.

My deep sense of gratitude to Mr. Parminder Singh as Business Head Technology

Google support and guidance. Thanks and appreciation to the helpful colleagues at Thakur

institute of management and research, for their support.

I would also thank Mr. Sham Pose members without whom this project would have

been a distant reality. I also extend my heartfelt thanks to my family and well wishers.

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Abstract:

Got to start work on a new project or find information for an assignment or just need

picture and song for entertainment or be it checking out mails and catch upwith friend online,

well all we need is to just Google it man. It probably rightly said to quite some extent there is

no question to which Google does not have an answer.

But to make all this vast information and technology available all across the globe is

definitely not a cake walk. Google has come a long way and had its share of ups and downs to

position itself where it is now.

This assignment on new work place issues and challenges highlights issues of Google

Inc.in the field of globalization (Chinese market)and innovation. Assignment analysis of these

issues and the core reason along with concluding them with suitable recommendation.

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Contents

Introduction ....07

About the company07.1

Challenges .....08

Innovation challenges....08.1

Globalization challenges ...08.2

Indication of problems .09

Innovation problems 09.1

Globalization problems (Chinese market)09.2

Analysis 10

Conclusion ....13

Recommendations ....14

References 15

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List of tables/ charts/ illustrations.

1) Analysis

Analyzing problems in the field of innovation...10.1

2) Analysis

Analyzing problems in the field of globalization 10.2

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Introduction:

About the company:

Google Inc. is a multinational public corporation invested in Internet search, cloud computing,and advertising technologies. Google hosts and develops a number of Internet-based services andproducts, and generates profit primarily from advertising through its AdWords program. Thecompany was founded by Larry Page and Sergey Brin, often dubbed the "Google Guys"0, whilethe two were attending Stanford University as Ph.D. candidates. It was first incorporated as aprivately held company on September 4, 1998, and its initial public offering followed on August19, 2004. The company's stated mission from the outset was "to organize the world's informationand make it universally accessible and useful", and the company's unofficial slogan coined byGoogle engineer Paul Buchheit is "Don't be evil". In 2006, the company moved to their currentheadquarters in Mountain View, California.

Google runs over one million servers in data centers around the world, and processes over onebillion search requests and about twenty-four petabytes of user-generated data every day.Google's rapid growth since its incorporation has triggered a chain of products, acquisitions, andpartnerships beyond the company's core search engine. The company offers online productivitysoftware, such as its Gmail e-mail software, and social networking tools, including Orkut and,more recently, Google Buzz. Google's products extend to the desktop as well, with applicationssuch as the web browser Google Chrome, the Picasa photo organization and editing software,and the Google Talk instant messaging application. Notably, Google leads the development ofthe Android mobile phone operating system, used on a number of phones such as the Nexus Oneand Motorola Droid. Alexa lists the main U.S.-focused google.com site as the Internet's mostvisited website, and numerous international Google sites (google.co.in, google.co.uk etc.) are inthe top hundred, as are several other Google-owned sites such as YouTube, Blogger, and Orkut.Google is also BrandZ's most powerful brand in the world. The dominant market position ofGoogle's services has led to criticism of the company over issues including privacy,

innovation, copyright, and censorship.

Challenges

Innovation challenges:

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http://en.wikipedia.org/wiki/Don't_be_evilhttp://en.wikipedia.org/wiki/Criticism_of_Googlehttp://en.wikipedia.org/wiki/Criticism_of_Googlehttp://en.wikipedia.org/wiki/Censorship_by_Googlehttp://en.wikipedia.org/wiki/Censorship_by_Googlehttp://en.wikipedia.org/wiki/Criticism_of_Googlehttp://en.wikipedia.org/wiki/Censorship_by_Googlehttp://en.wikipedia.org/wiki/Don't_be_evil


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As Google gets bigger, it is going to be difficult to manage and keep up the innovation culture as

it keeps marching on its path to success. Schmidt once described small innovative technical

teams as the source of virtually all Googles strategic initiatives. Google tries to maintain an

entrepreneurial culture by forming small teams that act like individual startups. The founders

believed that the groups tend to become more traditional as they grow larger. Google has 17,000

employees with about 40% based outside the US. The workforce is multicultural, diverse andspread across the globe. Continuous Innovation has been the motto of Google and that has

permeated across all divisions at Google. Google has a flat management structure but structured

processes, managed bottom-up for innovation, culture of consensus, tolerance for chaos, and

committees to approve projects, free food and best perks in the industry. Google has been

successful in attracting great talent with Google qualities self-managed, self-motivated, risk-

taking, highly passionate and creative minds with a tenacity to adapt to failures.

Globalization and diversity as a challenge:

During the past decade, notions of globalization have displaced familiar discourses of

modernization. On the political right, globalization is seen to signal the demise of socialist

economies, and proponents of market liberalization proclaim new opportunities to further global

wealth and prosperity. On the left, critics point to the ways in which the current economic

restructuring is accompanied by an increasing gap between the 'haves' and 'have nots'. However

disparate these two positions seem, both neglect the gendered impact of globalization. The

purpose of this article is to review feminist critiques of globalization. Central to this review is

recognition of the diversity of women's (and men's) situations, both within and across cultures.This recognition reminds us that 'gender cannot simply be added to existing paradigms of

globalization. What is needed are innovative ways of thinking that will help us understand how

local contexts are increasingly orchestrated by extra-local forces.

Indication of problems: To understand and study problems we conduct a swot analysis.

Swot analysis:

Strengths

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Googles reputation and familiarity

Googles speed and user friendliness

Relevance ranking based on citations

Extra services

Multi-disciplinarilyWeaknesses

Heterogeneousness of the material

Content is arbitrary

Risk of dead-ends (users find the citation, but can't access the full text)

No expert search

Anglo-Saxon (English language) focus

Opportunities

Offer an easy starting point

Reach new user groups

Reach new content

Easy and expert search fully integrated using Open URL

Higher usage of valuable (expensive) content

Threats

Lost sight (control) of indexing policy

Possibility of censorship

Users get lost/confused

User ends up at wrong copy (i.e. doesn't get to the institutional subscription)

Print collection become less visible

Information skills will disappear

Library services become less visible.

Google also announced it will close its China-based search engine, redirect users to anuncensored site based in Hong Kong, and pull out its flagship business in response to cyberattacks by China-based hackers. Even though Google will shut down its local search engine, itwill maintain some businesses in China.

Analysis:

Analyzing p roblems in the field of innovation for Google :

Bureaucracy

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With the enormous growth happening, Google may impose new policies and guidelines to

actively manage the workforce and this may curtail the pace of innovation. Increased

bureaucracy may be mandated since the diverse workforce may not be compliant with the

Google vision and mission. It may need to reign in some of such elements through new

procedures and policies thereby affecting the agility of majority of the other groups. Internal

tools and the so called Dilbertville meeting may be impossible to do in geographically diverse

locations and in some ways be not feasible.

Slow Decision making

The culture of open discussion, consensus based decision making may not be feasible with large

numbers of employees. The ability to critique, take risks and openly oppose decision making

may not be entertained. Cross-functional decisions will be difficult to achieve and the innovative

mechanisms may be stalled.

Ensuring Visibility

With employees spending 20% of their time on idea projects may lead to duplication. Since

visibility is difficult to main across a multi-cultural workforce, there may be replication of effort,

loss of productive time and the risk of reinventing the wheel. Establishing visibility may be

difficult with an expanding workforce.

Guaranteeing International Consistency

Google may find it hard to attract the same Googley talent at global locations and inculcate the

Google culture in the new recruits. Implanting or exporting the true Google culture may cause

conflict with local cultures, tastes and perceptions. Finding a balance between cultural diversity

and cultural homogeneity is difficult in an international context.

Apart from these there are other challenges such as censorship, trade restrictions and country

policies which may dampen the entrepreneurial culture for offshore employees. Inabilities to hire

and retain key people, and scale operational processes are some additional concerns worth

noting.

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Analyzing p roblems in the field of globalization for Google ( T he Chinese market) :

(China government is out with a new set of rules that put the Internet Mapping service providersin a spin)

Google and Chinas feud seems to be unending with the latters new rule on providing theInternet Mapping services inside the country. The US based Search Engine giant has been facingissues from the China government from time to time, though it ranks No.2 for its services, nextto Baidu , a popular Chinese search engine. The rift between the two seems to have deepenedafter a string of censorship laws laid by the China Government.

Google China war When did it start?

Google has been swallowing bitter pills from China activists, regulators, communists, localInternet service providers and the Government from the time it established its operations there.Initially, the Chinese Internet service providers filtered and frequently blocked Googlesservices, which resulted in slow and erratic search results.

Later, Google was rigorously accused for popping up the details of the Chinese activists andcommunists to spike up the search hits and thereby gain foothold and popularity in china. In theDecember of 2009, Google was subjected to cyber attacks, where some hackers tried their handsat the Gmail accounts of few of the Human right activists and exposed crucial information aboutthem. Google announced that it would shut down the operations soon in china.

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Censorship issues faced by Google in China

The China Government wanted to stop the unfiltered services of Google.com which resulted inGoogle starting Goole.cn amidst wide spread condemnation, with the search engine companyagreeing to censorship regulations laid by the Government. Even after this, the company facedchallenges from the local activists, novelists and regulators on various issues. In March 2010,Google quitted censoring its search results on Google.cn and redirected the service requests tothe uncensored Hong Kong division, which again caused a lot of controversy.

Internet Map services regulations laid by China

With already souring relationship issues between Google and China, the Government of China

has brought in new set of rules and regulations for Internet map services. According to the newrules, any online map services provider has to comply with certain guidelines, prior to renderingits services in china. Firstly, the companies have to collaborate with local companies to start up aventure inside the country. In addition, they have to get a nod from Chinas SBSM (State bureauof surveying and Mapping) before establishing map and location services in China.

Moreover, the Map servers have to be configured inside the country and any mapping serviceprovider setting up the servers outside China will be denied of a license.

Conclusion:

The Google is the most successful company at the information technology market. It`s

name means not just the search service but innovation, creative thinking and fun working

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environment. But there are areas where the Google has to improve its performance to preserve its

competitive edge and to improve its innovation performance

Also as Google branches out into new arenas, there is possibility of getting in conflict

with the companys founding mission, to organize the worlds information and make it

universally accessible and useful. It will have to rethink on its strategies as and when it entersnew market. It will have to watch learn and then try to conquer instead to barging into an

unknown territory and trying to win it.

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Recommendations:

Six thinking hats

The adaptation of black hat, which is the critical evaluation, can help to reduce the uncertainty of

new services and programs, and to identify the contingent problems before the effective public

launching of the services. Also evaluating time employees spend under the name of innovation

must be looked upon and action must be taken toward improving quality of work from better to

best.

Leadership

To become successful in China, the Google has to rethink its strategy. Although the business

environment becomes flexible day after day, the Google cannot work in this country with company

policies and approaches which are used in the United States or in Europe. Employment of

professionals of the Chinese rights, government orders and culture can be necessary to create a

new, Chinese centered strategy.

The company should aspire toward and support the development of ever more complementary

goods and improved features.

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References:

http://technofriends.in/2010/08/09/china-poses-new-challenges-to-google-maps

http://www.managedecisions.com/blog

http://www.google.com/corporate

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http://technofriends.in/2010/08/09/china-poses-new-challenges-to-google-mapshttp://www.managedecisions.com/bloghttp://www.google.com/corporatehttp://technofriends.in/2010/08/09/china-poses-new-challenges-to-google-mapshttp://www.managedecisions.com/bloghttp://www.google.com/corporate


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