Let See How Google Did It Larry Page and Sergey Brin PhD Students of Stanford University Research Topic
Resources of OrganisationSource: Marr, Bernard, (2008), “Impacting future value: how to manage your intellectual capital’
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
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
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
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?
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
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
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.
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.
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