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Icm google kate

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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 University Research 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 find HOW TO FIND THE INTERCONNECTION 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 Work The search engine became so widely popular but IT WAS FREE There was no money for them What Google do next?
  • 10. Got an Idea!The Rise of Paid Listings AdSense Froogle 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 expanded its domain beyond web search such as Gmail, Google Maps, Google Books, Google Finance, Google Docs, Google Calendar, Google Checkout, and more. Acquisitions of YouTube and DoubleClick had expanded Google’s presence in online video and display advertising. Products like Gmail and Finance, along with personalization features offered on Google’s home page, moved the company toward portals like Yahoo! and Microsoft’s MSN. Book Search, Maps, and Checkout suggested that Google was entering the traditional strongholds of e-commerce giants like eBay and Amazon. Google’s ad-supported software, including email, calendaring, and document-management systems, threatened Microsoft’s Office and Windows offerings.
  • 14. What Google do to maintain theirIC: 5 Steps ICM Model Identifying your intellectual capital (the current stocks of intangibles). Interviews, facilitated workshops, 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 is integrated and to enable easy communication of the strategy. Measuring IC. It can provide us with meaningful information that helps to reduce uncertainty about IC and enable us to learn about the IC value drivers and its performance. Managing IC. To inform us for decision making, to test and review strategy, to manage risks associated with IC. Reporting IC. To provide information about the intellectual capital of an organization to its stakeholders. However different stakeholders (investors, analysts, employees) have different information needs.
  • 15. References Edelman, B. & Eisenmann, T. R, (2010), “Google Inc.”. Retrieved 16 January 2013, from http://brainmass.com/business/other/409895 Marr, Bernard, (2008), “Impacting future value: how to manage your intellectual capital’. Retrieved 15 January 2013, from http://media.journalofaccountancy.com/JOA/Issues/2008/09/MAG IntCapital-Eng.pdf Pandia Search Engine News (2007), Google: One Million Servers and Counting”. Retrieved 15 January from http://www.pandia.com/sew/481-gartner.html