Your SlideShare is downloading. ×
Icm google kate
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Icm google kate


Published on

  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 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 Marr, Bernard, (2008), “Impacting future value: how to manage your intellectual capital’. Retrieved 15 January 2013, from IntCapital-Eng.pdf Pandia Search Engine News (2007), Google: One Million Servers and Counting”. Retrieved 15 January from