Management is one of the key requirements for an organization. It forms one of the most important paradigm for the organization and it is something which determines the success of an organization. In an organization there are a large number of different management related operations such as operations management, human resource management, Research & Development, Leadership development, finance management and a number of other departments. It is the management which formulates the strategies for the organization to function in a proper manner. Thus, management forms to be a key feature for an organization. In this research paper, we have identified the management culture in Google, which is one of the largest software company in the world. In order to identify the same, we have studied their management culture which is followed there along with the management strategies which are formulated in operations department, human resource management and their organizational culture.

1. Management Practices at Google
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2. Table of Contents
Abstract...................................................................................................................................................2
Introduction...........................................................................................................................................3
Literature review...................................................................................................................................4
Human Resource Management at Google ............................................................................................7
Training and Development.................................................................... Error! Bookmark not defined.
Google’s Organizational Culture ........................................................................................................11
Conclusion ...........................................................................................................................................16
References............................................................................................................................................16
Abstract
Management is one of the key requirements for an organization. It forms one of the most
important paradigm for the organization and it is something which determines the success of an
organization. In an organization there are a large number of different management related
operations such as operations management, human resource management, Research &
Development, Leadership development, finance management and a number of other
departments. It is the management which formulates the strategies for the organization to
function in a proper manner. Thus, management forms to be a key feature for an organization. In
this research paper, we have identified the management culture in Google, which is one of the

3. largest software company in the world. In order to identify the same, we have studied their
management culture which is followed there along with the management strategies which are
formulated in operations department, human resource management and their organizational
culture.
Introduction
Google is the largest software company in the world. It has a number of departments and various
management operations are conducted in order to ensure efficient running of the organization.
One of the most important part of the organization is its organization functions such as HRM,
Operations management. Human Resource Management is a function of the organization in
which all kinds of strategies related to the management of workforce are carried out. It is one of
the most successful organization in the world and is tops the fortune top 100 listof the
organizations. Its organizational structure is largely different from other organizations and is
impended to be the successful organization. Google has created such a positivity within the
organization that all its employees feel comfortable working for google. The management
strategies at google are formulated not only for the perspective of analysis with respect to its
policies, but they attempt to analyze the impact of the work on the employees. What is the
different strategies adopted by Google? Why it‟s much better than any other organizations? Why
it is continuously being successful over and over again?
A detailed study has been done on the management culture in Google by considering the three
most important departments including the human resource department, the organizational culture
and the marketing management. In addition to this, we have also tried to find out the general
trends which are the part of the literature with respect to these departments.

4. Literature review
One of the most important factor for the success of the organization is management. According
to the words of Khatri (1999), it is the human and its management which helps the organization
to attain competitive advantages over others. A number of scholars have pointed out the need for
the effective management of the organization. Kane and Palmer (1995) accept that there are a
number of factors which effects the organizational management practices and it is the
management itself which controls the organizations.
Pfeffer (2003) identified a number of practices which are followed by the Human resource
management group at different organizations which includes selective hiring, team working, high
compensation, extensive training opportunities, and reduction in the status difference, sharing of
the information and employee appraisal.
Kane and Palmer (2009), also accepted that there are numerous external factors which affect the
HR practices and includes the pressure on the firms which leads to the favorable change within
the organizations.
Technological change also effects the HRM as there is a great interaction between technology
and the HR department. Technology may lead to the change in the ways of working, the roles
being undertook and the interactions which are done in order to get the works completed.
(DeFilippi,2002). This was argued by Verkinderen and Altman (2002) who argued to this fact
and said that the growth of the multinational enterprise leads to the problem of “unpluggedness”.
As per the webster‟s dictionary, culture may be defined as the ideas, customs, skills, arts etc.
which may be related to the given period. In the present times, the organizations have also

5. realized the importance of the corporate culture. A number of researchers have found the
relationship between the corporate culture and its performance. According to Stewart (2007),
organizational culture is the prime factor which leads to the improvement within any
organization.
According to Hofstede (1980), organizational culture may refer to the process of collective
programming which involves the process which can be used to distinguish different
organizations with one another. It includes the shared beliefs, values and the practices which
segregate one from another
According to Gravan, (2008), it is necessary to shape the HR practices in accordance with
market in order to formulate the practices which lead to the changes in the organizations.
2
According to the words stated by Kotler (2011), marketing management may be defined as the
process involving both social and the managerial phenomenon which helps the individuals to get
whatever is needed by them and whatever are their requirements of the market and the customers
and consists of the actions required for the desirable changes in the market scenarios. Also, it is
the marketing management team which cooperates with the different departments in order to
bring out the best product.
Another opinion on the organizational culture was given by Clegg &Kono( 2002) who said that
the organizational culture may be defined as sharing of the thoughts, values, beliefs and the
behavioral patterns. Dension (1984), also agreed to this face that the corporate culture is
something which represents the set of values and beliefs which are considered as important and
forms the core identity for the organization.

6. Marketing has been defined as a process of selling products which includes the overall
situational analysis of the products and the evaluation of the markets as per the environmental
needs(Camino & Ayala, 2010). Thus, the process of marketing includes the entire scenario of
selling the products in such a way that the company earns a good profit from the same.
According to Bardley (1991), strategic marketing is the process which implies the decisions
related to the market based strategy computed on the basis of the objective set, targets, market
related segments, positions and the policies.
The primary purpose of the marketing strategy in the words of Walker and Boyd (1996) the
primary purpose of marketing involves the process of allocation of the marketing resources and
the coordination of the number of market related activities which may lead to the
accomplishment of the objectives of the firms within the specific product. Thus, the scope of the
market involves the specification of the target market segments which can be pursued for the
product. Marketing thus involves the process of planning and execution of the market concepts
such as the pricing, promotion, distribution of the goods, ideas and services in order to create the
exchanges in a fruitful way which can satisfy the individuals and the organizations (Bennet,
2002). Thus marketing management forms to be an important methodology which involves the
analysis of the knowledge of the needs of the customers and the forecast of the available options
for them in order to gain a competitive advantage for a specific organization for a defined time
period which is generally on long term basis and is defendable (Gonzalez&Avendaño, 2003).
According to Bradley (2003), marketing involves the strategy related to the focused set of
choices for an organization which implies the process of addressing to its customers in context of
the competitive environment with respect to the expectations of the customers from a specific
products. It is a complex phenomenon and forms the base line for an organization‟s success.

7. Human Resource Management at Google
In order to ensure effective Human Resource management at Google there is continuous cross
check of the documents which describe the roles and duties of all the members. A number of
meetings are conducted with the head engineers and the final report is created.
Google provides on the job training for its employees. This includes the classroom training,
departmental meetings and the lectures by the famous personals. In addition to this the
management teams also provides training on both soft skills and hard skills.
The success of Google is dependent upon the sustenance of both the generative chaos and that of
the precision related output. Its human resource teams are concentrated towards the
encouragement of the employees so that they can participate in company‟s growth and be the
part and parcel of the effective teams. The Google‟s HRM Department make sure that in no case,
its employees are harnessed (Price,2011).
In order to ensure that the employees are valued and their views are given importance, regular
meetings are held every week under the name of TGIF, which stands for “Thank God It‟s
Friday.” This meeting is attended by all the top members of the organization and they discuss
whatever has happened over the week (Ivancevich,1992). They share the secret information with
each other which does not gets public generally. In such meetings the HRM discusses with the
other employees about the products which they have worked over the entire week. There are
discussions over their success and also there problems. On the basis of that, analysis is done in
order to determine their mistakes.

8. Thus the primary motive of the HRM at google is to assist the employees so that they can go on
becoming better and advanced with respect to their respective technology or product and bring
out the best within them. Another important role of HRM in Google is to monitor that how
quickly different kinds of product are undergoing growth and how quickly different employees
are making the concerned technical changes in order to get the best product.Another important
feature introduced by the Google HRM is the open questionnaire. Under this feature of google,
any company which is associated with google has a right to ask any kind of questions without
any barrier. The question may be related to the anything related to their product or any other
issue as well (Taylor et al,1998).
Treating the employees as the entrepreneurs is another feature which makes Google as different
organization in comparison to others. Google provide the legibility to its employees to be the
owners of the company. It involves the process of learning from the mistakes. It includes the
process related to the formulation of the strategies to the creation of the product. The Google‟s
tactics of treating its employees as the entrepreneurs or the owners helps to get a proper
performance from the employees (Harel&Tzafrir, 1999). In addition to work, employees are also
given opportunities to investment in the business domain in which they are working. With this,
the employee will give 100 percent for the organization as they have to earn the personal gains as
well. This leads to an additional benefit as the employees can have the befitted inputs on the
investment and can help in the evaluation and the modification of the products.
360 degree feedback is another important strategy adopted by the Google HRM insiders which
helps the employees and the organizations (Yeung et al,1991). This is the feedback system which
has been adopted by Google for the purpose of the performance evaluation of the employees in

9. which the performance appraisal is done by all the people who are the parts of the specific
project.
Google Human resource management department also ensures that the employees are getting 20
% of the total time for the projects of their own choice. This is the strategy which has led to the
development of the successful products such as Gmail and Orkut. This is because, when
employees selects their own product and work on the same, they give their efforts for its
development. It was due to thisthat Google Earth emerged out. From the employee‟s perspective
as well, it has proved to be beneficial and they also believe that this kind of approach has led to
the development of the employees.
Google Moderator has been implemented by the Google where all the employees can submit
questions related to an upcoming event and all the fellow employees may vote for the same. It is
an internal software which is so successful that it has been used by president Obama for a large
number of national conversations (Jackson et al,2002). This is an approach to summon up the
human capital and re vitalize the approach to get the best from the employees.
In order to achieve all this, Google‟s HRM team lead from the front and search for the best of the
individuals and get the best hiring possible. In order to develop the employees and the get the
best out of their employees, Google HRM invest a lot of energy and capital. This is done by the
proper identification of the character or the traits of a person which help him or her to become
successful. It is important for each and every person to have a defined vision and strategy but
more than that, it is the once decision making that can lead a team to be successful. Google
follows this and gives tremendous freedom to the employees (Kaiser& Ringlstetter,2011).

10. There are many people in the organization who are not up to the mark. For the betterment of the
worst people in the organization, the Human resource managers takes various steps. They try to
find ways by which an employee‟s performance can be improved. This has been true for a
number of cases where the employees have shown significant improvement in their performance
and many times they have performed better than other employees.
After the hiring of the people, the HRM concentrates on development of their skillsets. One of
the key observations of Google‟s HRM is that when the people are properly trained they are
constantly learning and are always approaching new things and information. Also, the employees
are focused on the self-awareness. In addition to these two, having a sense of humility is what
leads to the success of employees in the context of Google (Stredwick,2013).
The Google‟s Human resource tries to propagate the mantra that “ One day at Google should be
equivalent to two days at any other environment”. This creates a simple vision among the
employees that till the time you are in Google you have to work hard than any other
organizations by constant learning and development.
Google‟s Entrepreneurial Approach
Google has an entrepreneurial approach for its employees i.e. they give the freedom to
employees to work as per their interest (Hancock et al,2013). Google Hackathon is one such
approach where a team is asked to focus on an issue for a continuous time period of 48 hours.
Google gives a lot of time in order to increase the innovate approach of the employees.

11. Google’s Organizational Culture
Google has an open culture for all its employees. The organization has flexible working hours as
per the choice of the employees. Also they have the right to work from home. The only
requirement of google is the completion of the work in the best way.
The Google believes in team work. In order to ensure the same they have divided the people in
the small groups of 4. This is further named as „family teams‟. As per the Google‟s
organizational culture it is believed that once the group is greater than seven people, the
production may drop.
Google‟s work culture has been created in such a way that it sets up to post a question over all
the assumptions which are related to a specific problem. They support an open culture where the
employees have the power to interact with anyone within the organization. This has been the
reason that Google has been regarded as the best company to work for among the Fortune top
100 companies list. The organization has a culture to provide onsite benefits for the employees
which includes the afternoon volley ball breaks, bowling alleys, basketball courts, free food and
subsidized massage and haircuts (O'Reilly et al,1991).
Some of the features of Google‟s Organizational Culture includes the following:

12. 1) Authentic Hiring Process: The interview process at Google aims not only at accessing the
technical skills of the candidates but also looks deeply into the innovative and creative approach
of the employees. The interviews consists of a number of curveball questions such as one‟s
interest towards golf and other sports.
2) Casual Democratic Atmosphere: The atmosphere at Google is very casual and democratic.
They do not force any kind of culture which harness their freedom. In a single word, Google is
called as a “Flat” company along with a large number of managers and other authorities. There is
no regular top down hierarchy in Google which create an atmosphere for the employees where
they are able to voice their opinions and give new ideas in a number of ways (Jones et al,2010).
The discussions which are held at the organization are very robust and unique and they leaves the
employees with a good image regarding one another leading to understand and respect the
decisions of one another.
3) Clear Mission and Values: In order to ensure the proper ground values Google‟s founders
wrote 10 things for the success of the organization in the future. Some of the basic principles of
the culture includes the facts that “Fast is better than slow” and “Its best to do anything in really,
really well”. These kinds of tenets have providing extra ordinary advances for the organizational
success at Google. The organization has a clear mission and values and the path to reach to the
specific goal in the organization. This has led to the hunger for innovation within the
organization and has aligned the individual decisions with the collective vision.
It is easy to write the mission statements but, the difficult part lies in the fact that the company
culture is realized properly by all its employees. Its words must be meaningful and practical and
google has been successful in implementing the practical knowledge in the real sense. This has
not only enhanced the trust within the environment (Zammuto&Krakower, 1991).

13. 4) Transparent Practices and Open Door Environment: Google ensures that there is proper
transparency among the employees. The employees are encouraged to ask questions, vote and
give their opinions. The employees are informed about the product roadmaps and the plans for
the launch. It is due to aided transparency and extensive collaboration among the employees at
Google which helps to develop a more positive and a productive atmosphere.
5) Better Recognition of Employees: Google managers recognize the importance of employees‟
importance and the value of giving rewards. Thus, they appreciate the employees in the best
possible form and reward them for the contributions which they make towards the organization.
A number of awards are given to the employees. “Founders Award” is one such example which
creates eagerness among the employees and force them to work more and more. Another
uniqueness is that the company even celebrates its failures. When the beta version of the google
products are launched the mistakes are praised and the failures are appreciated and praised. An
example of the same was the mistake made by Larry Page in the automated advertising system.
On finding the mistake, Google‟s CEO said that he was happy that Larry conduct this mistake
because he believes that one who does mistakes can take risks (Broadfoot et al,2002).
Thus, the appreciation of the employee in presence of fearless office culture has led people to
take risks and being involved as a part of different cultures.
6) Boost in the organizational culture by the company‟s engagement outside the work arena:
Google ensures that its employees are engaged in the continuous social engagements. Being
committed to the community has been the largest indicator of the corporate culture
(Broadfoot,2002). A contribution of $1.2 billion has been done by Google for the charitable causes
by Google in the past year. Participation of the employees in the social events such as Google
fest have provided the opportunities to the employees to strengthen the relationships with the

14. society and strengthen their social bonds. Passion is often witnessed in all the employees at
google and has been the part and parcel of the Google‟s culture.
Marketing Management
Marketing Management forms to be one of the most important department of any organization.
The success of organization depends on the way it controls the overall market. Google has been
identified as one of the champagnes of the market and it‟s consolidated by the customers and
clients all over the world. The primary aim of the marketing management team at Google is to
demonstrate how the products of the google can help their customers to solve their problems.
Google‟s marketing management aims at breaking the traditional marketing rules and redefining
the market requirements and assets in order to assist the customers(Bhattacharya&Sen, 2003).
The primary approach of the marketing teams at google is to know the requirements of the user
and the customer and to analyze and to connect both of them. The processes related to the
marketing instantiates with both of them and progresses with the configuration of the number of
unconventional ways. The marketing team ensures the ways by which the Google products sort
out the problems of the customers and looks into the mundane ways to sorts the same.
Another important role of the marketing management teams at Google is to help, inform and
educate the users, advertisers, market partners and leaders about the benefits which are related to
the Google and to popularize their culture and trends in the market. Google‟s marketing team
believes that in order to capitalize the market it is necessary to combine the elements of creativity
with the technological advantage.

15. The marketing management department therefore has the role to lead the Google‟s business. The
marketing management includes a number of roles such as that of a product marketing manager,
strategy and operations manager, global marketing head, strategic analysis head, SMB Marketing
etc. The role of the marketing tea, is to shape the future of a number of products which are
framed by the engineers at Google (Biggadike et al,1991). Be it a consumer product such as the
Gmail, search, Maps, Chrome and Android or the business product such as Adwords, Adsense,
Double Click analysis, the marketing team at Google does a complete analysis of the market and
be the part of the entire facet of the product‟s journey.
The primary duties of the Marketing team includes the determination of the positioning of the
product, its naming, competitive analysis, external communications and featured prioritization
and helps to develop a loyal base for the consumers. Thus the marketing team at Google works in
a cross-functional environment where they have important sub divisions such as sales, corporate,
legal, communications, webmasters, product development, engineering and many others. In such
a role, the team is involved with the strategy from beginning to the end (Ravald, A., &
Grönroos,1996). The marketing team thus, takes a lead role in the marketing and execution of the
marketing campaign at Google. It develops the platforms which drive the insights of the
campaigns leading to the maximization of the effectiveness for the products and get the best
return of Investments from the marketing.
Thus the main responsibilities of the marketing team includes the analysis of the marketing
campaign and the performance of the market, the creation of the framework and the metrics
which are required for the purpose of the google systems and its analytics, maximization of the
effectiveness and the optimization of the marketing returns by the measurement, management
and the analysis of the performance of the market across different segments and religions,

16. identification, development and implementations of the number of processes which helps in the
improvement of the data aggregation. They also performance the implementation of the
dashboards, do the recommendations which bare based on data and provide the support to the
executive management teams (Ojasalo ,2001).
Conclusion
Google is one of the largest organization of the world. Over the years, it has successful in being
one of the largest organization in the world by following the proper management strategies
which are not only according to its clients but also in accordance to their employees. Building
credibility, showing respect for everyone, developing the pride among their employees and the
supportive camaraderie has been few reasons which have led to become google different from
other organizations (Zhang et al,2011).
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