The document discusses Google's history, intellectual capital, and intellectual property strategy. It details how Google was founded in 1996 and has grown significantly over the years. Google's intellectual capital is driven by its focus on innovation, human capital, and intellectual property rights. It emphasizes recruiting top talent and fostering a learning culture for employees. While Google has had success, it also faces criticism over its dominance in search and potential bias. The document provides recommendations for Google to maintain its lead in search through continued technological leadership and innovation.

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About Google
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2. CONTENTS
1. Introduction:..........................................................................................................................................................................3
1.1 mission STATEMENT:................................................................................................................................................3
1.2 History .............................................................................................................................................................................3
2. Rationale for selecting google:...........................................................................................................................................5
3. Intellectual capital at google: .............................................................................................................................................6
3.1 introduction to intellectual capital: .............................................................................................................................6
3.2 Innovation model:..........................................................................................................................................................6
3.3 Human capital at google:..............................................................................................................................................6
3.4 intellectual property rights:..........................................................................................................................................8
4. intellectual property strategy:.............................................................................................................................................8
5. Conclusions:..........................................................................................................................................................................9
6. recommendations:................................................................................................................................................................9
References:...............................................................................................................................................................................10

3. 1. INTRODUCTION:
Promoters of Google Larry Page and Sergey Brin met at Stanford University in 1995.
(Google, n.d) By 1996, they had manufactured an internet searcher (at first called Backrub)
that utilized connections to focus the significance of individual pages. (Google, n.d)
Google can be used a noun, even as a verb, moreover, Google is also controversial. It gets
two-thirds of all pursuits in the U.s., and more than 90% in numerous European nations. It
has dipped its toes—or maybe its appendages into neighborhood postings, news, books,
features, flights, licenses, and costs, to name simply a couple. In the event that it exists,
Google needs to record it.
1.1 MISSION STATEMENT:
“To organize the world’s information and make it universally accessible and useful.”
(Google, n.d)
1.2 HISTORY
Google started in 1996 as a venture by Larry Page and Sergey Brin. Larry and Sergey were
both learning at Stanford University California. In their exploration venture they concocted a
plan to make a web index that positioned sites as indicated by the quantity of different sites
that connected to that webpage (and eventually thought of the Google we have today). Before
Google, web crawlers had positioned destinations just by the quantity of times the quest term
hunt down showed up on the website page, and the couple set out to make a more "mindful"
internet searcher. (Cozy Digital, 2006)
The space google.com was enlisted on September fourteenth 1997 and Google Corporation
was shaped after a year in September 1998. (Cozy Digital, 2006)
Google began offering ads with its catchphrase seeks in 2000, thus Google Adwords/Adsense
was conceived. These promotions utilized a framework focused around the falsification that

4. you paid for your publicizing if some clicked on your notice join – henceforth the term Pay
Per Click (PPC) was conceived.
The term Pagerank was licensed in September 2001 – this term is really named after fellow
benefactor Larry Page and not, as some think, named on the grounds that it is the rank of a
page (site page). (Bernstam et al, 26)
Likewise in 2001 fellow benefactor Larry Page remained down as the CEO of Google and
previous CEO of Novel. Eric Schmidt. was delegated as the new CEO of Google.
Google moved its work places to its substantial Google bequest (nicknamed Googleplex) in
Mountain view California in 2003, is still based there today. (Discovery, n.d)
In 2004, Google dispatched its own particular free online email administration, known as
Gmail. (CNN, 2004) This administration was made to opponent the free online mail
administrations supplied by Yahoo and Microsoft (hotmail). (CNN, 2004)This new free email
administration shook up the very establishment of free email with its colossal 1 GB of email
stockpiling which predominated its matches' ten-fold. (CNN, 2004)
In 2004 Google dispatched Google Earth. Google Earth is an astounding creation that is a
guide of the earth focused around satellite symbolism. (Bullas, 2012)This intuitive globe of
the world permits you to sort in a quest for wherever on the planet and you will consequently
be taken to that some piece of the world. The cool part is that with Google Earth you can
zoom right into road level and really see your own particular road and even your home!
An intriguing truth in the historical backdrop of Google is that in September 2005, Google
made another association with an extremely fascinating organization – NASA. This included
building a 1-million square foot innovative work focus at NASA's Ames Research Center.
This was interestingly taken after a couple of months after the fact by the dispatch of Google
Mars and Google Moon: two Google maps style applications based on pictures of the moon
and the planet Mars.
In 2006 Google propelled Google Video. Google Video is a cool new inquiry apparatus. As
its title recommends Google feature permits you to scan the web for features. There are a
huge number of features to make your hunt from; from individual hand crafted features to TV
shows made by the enormous TV organizations.

5. In 2006 Google was added to the Oxford English lexicon as a verb – the verb "to Google" has
ended up so mainstream that Google has even been concerned that their image name may
lose their copyright and patent securities, and permit different organizations to have the
capacity to lawfully utilize the Google mark as their very own par.
2. RATIONALE FOR SELECTING GOOGLE:
Obviously, this cutting edge octopus has its share of critics. There are, among others, daily
papers agitated about having their features scratched and accumulated, trademark holders
resentful about pivotal word promotions for their rivals, loners irritate that pursuits on their
names restore difficult and mortifying memories, governments angry with the subversive and
shameful things nationals can discover with a snappy inquiry, and security supporters
steamed at Google's tremendous stockpiles of individual information. What's more that is
simply the web search tool; if one were to include the worries about Android root kits,
Google Glass creep shots, driverless auto collisions and the rest. The most seasoned and most
industrious evaluate of Google's energy, known as "pursuit predisposition," is the dread that
hunt rankings make reality as opposed to reflecting it. On the off chance that Google
downgrades the restaurant Le Snoot from being the first result for "restaurant close to 54321"
to the hundredth, numerous gourmets will reserve their spot somewhere else. On the off
chance that Dave's Diner takes its place as the number- one result, cafes will go there. Google
can truly pick victors furthermore failures in the session of the Internet. The most dangerous
inquiry inclination claims against Google include its vertical web crawlers, in the same way
as Google+ Local (to discover close-by organizations and restaurants) and Google Flights (to
discover and book aerial shuttle tickets). Google gives these specific list items unmistakable
situations at the highest point of its results pages. Contenders like Yelp and Expedia have
charged that this gives Google's vertical offerings an unreasonable point of interest over their
contending vertical web crawlers. For a considerable length of time, they and other Google
commentators have been pressing controllers in the U.s. also the European Union to check
Google's supposedly injurious practices.
However they have been distressfully baffled, on both sides of the Atlantic. In January, the
Federal Trade Commission dropped its inquiry predisposition examination, finishing up the
progressions contenders griped about "could conceivably be seen as a change in the general
nature of Google's hunt results."5 In April, the European Commission went a bit further, yet
very little. In a proposed settlement, Google consented to name its own vertical indexed lists

6. all the more noticeably, and to include a couple, not especially striking, connections to
opponent vertical web crawlers.
3. INTELLECTUAL CAPITAL AT GOOGLE:
3.1 INTRODUCTION TO INTELLECTUAL CAPITAL:
Intellectual capital serves to drive achievement and make value. (Marr, 2008) Although
physical and money related resources stay vital, intellectual capital components, for example,
the privilege abilities and information, a regarded brand and a decent corporate notoriety,
solid associations with key suppliers, the ownership of client and business sector information,
or a society of advancement set endeavors separated. Development, above-normal income,
and feasible game changers are no more determined by putting resources into physical
resources, for example, production lines, business locales, or apparatus, however rather by
putting resources into and overseeing intellectual capital. (Marr, 2008) The accomplishment
of driving organizations, for example, Amazon, Google, Microsoft, and Wal-Mart is focused
around their intellectual capital. (Marr, 2008)
3.2 INNOVATION MODEL:
In its center business it has been gotten out by enhance consistently. In social hunt and in
groups Google was left behind by Microsoft and by Facebook. (Shaughnessy, 2013) However
now it has gotten up to speed, and made up for lost time additionally in the UI where it had
an Apple minute around configuration a year ago. Furthermore over its unpredictable
portfolio Google has additionally received a leaner discharge cycle especially for its Cloud
based items. (Shaughnessy, 2013)Long haul exploration is making a return and Google is
doing its bit to advance it with is driverless auto and Glass ventures. (Shaughnessy, 2013)
At last organizations need to change themselves. Google is letting itself down here. It's still
far to hidden for us to know how the structure is getting down to business and there are no
declarations from Page on how he may enhance undertaking riches creation. Truth be told the
organization has a tendency to psychologist go into the same shell – commercial dollars –
when focused.
3.3 HUMAN CAPITAL AT GOOGLE:

7. Each organization on the planet says, "Our employees are one of our most esteemed
resources." Google says it as well, yet they likewise give their representatives significantly
more data than most organizations are open to imparting. They settle on them dynamic chiefs
and members in how the organization is run. They permit them the option to attempt new
things.
Past offering data, they let individuals help run the organization. Once more, if ability is vital,
then you need to treat them like managers instead of as representatives. So they have
individuals who are not in human assets help outline their remuneration framework. When
they do execution evaluations, they get 360-degree criticism on each and every worker in the
organization, in light of the fact that they accept your associates have better understanding
into what you're doing than your administrator does. On the business side, workers have
include on speculations they make and how items are altered and propelled.
They front stack their kin speculation. That is, they put a lopsided measure of vitality into
procuring the best conceivable individuals. (Bock, 2011)
In the course of the last few years, they've likewise put a gigantic sum in creating people.
They've concentrated on their best and most noticeably awful. They've distinguished
attributes that bring about a significant improvement director. (Bock, 2011)For instance, its
critical to have a method and a dream, yet its a great deal more vital, for your group's
prosperity, that you are to some degree unsurprising in your choice making. Individuals need
enormous flexibility, and the way they encounter opportunity is to have the capacity to
foresee what guardrails their supervisor is setting down. Everybody has had a micro manager
and everybody has had a chief who is totally distracted. In either case, they wind up viewing
our step consistently, not knowing when they've exceeded limits or not. (Bock, 2011)
They likewise centered on their most noticeably bad individuals. (Bock, 2011) Will they help
them show signs of improvement in their present place of employment? Can they land them
in a position that is a superior fit? What's more, if those don't work, by what method would
they be able to passageway them in an attentive, sympathetic manner? What they found is
that 80% of the time, in the event that you put someone who is not performing in an alternate
occupation, they really perform much better. So they centered a great deal on discovering the
best fit for a single person among the occupations that they have.

8. Furthermore the exact opposite thing, given their procuring profile, is that individuals are
profoundly energetic by learning and building their aptitude sets. What I've seen as qualities
of individuals who are the best pioneers and have managed, quickened trajectories in their
professions number one, they're always learning. They're learning machines. They're
continually searching for new data from numerous sorts of fields and different varieties of
individuals. Number two, they truly concentrate on mindfulness and the effect they have on
those around them. Also three, they have a feeling of lowliness: "I may not be right about any
of these things." And those three things in blend, the taking in, the mindfulness, and the
quietude, seem, by all accounts, to be what makes individuals best, at slightest in the Google
setting.
Their mantra is that consistently at Google ought to be justified regardless of two days in an
alternate environment. (Bock, 2011)The thought is that you ought to be at Google the length
of you are making future choices for yourself. So they've concentrated on guaranteeing that
individuals are always learning and being presented to new things. (Bock, 2011)
3.4 INTELLECTUAL PROPERTY RIGHTS:
Google can control the multifaceted lawful and political web of intellectual property law's to
support it, and is by all accounts utilizing it to endeavor to reshape government IP law and
strategy to suit its own particular needs- -or at any rate the needs it has right now. (Telford,
2013)
While its rival plays by the standards, Google is playing a diversion all its own. Despite the
fact that software engineers and wiz children are still integral to Google's mission, its heart
has moved from Silicon Valley to K Street, and its twofold standard on IP assurances is
hurting the business its helped develop. (Telford, 2013)
4. INTELLECTUAL PROPERTY STRATEGY:
Florian Mueller mentions an imperative objective fact when he brings up that organizations
worth more than $1 trillion joined have now started patent encroachment processes against
the Android stage in somehow. (Wild, 2012) He adds that; The organizations who assert that
Google's Android encroaches on their intellectual property are so various there is no option
trust in a scheme. Also I rehash myself: separated from sensitive or proactive countersuits
from Android organizations, Apple doesn't confront a lot of an issue with huge organization

9. claims. Improves work at staying away from encroachment than Google does? Improves
work at working out permit bargains or non-animosity agreements with others in the
business?(Wild, 2012)
5. CONCLUSIONS:
The Company incorporates characteristics into its hunt administration and offers specific
pursuit administrations to help clients tailor their inquiry. The Company likewise offers item
posting promotions (advertisements), which incorporate item data, for example, item picture,
cost, and trader data, without obliging extra decisive words or promotion content. In January
2012, it propelled Search in addition to Your World. Amid the year finished December 31,
2012, it additionally presented Google Now and Google's Knowledge Graph. Google Now is
an inquiry emphasizes that gets the privilege data at simply the privilege time. It tells the
day's climate before begin of a day, the amount of activity to expect before you leave for
work or school, when the following train will touch base as you're remaining on the stage, or
most loved group's score while they're playing - all naturally with cards showing up for the
duration of the day right now you require them. Google's Knowledge Graph, empowers the
client to scan for things, individuals or places that Google thinks about-milestones, famous
people, urban communities, games groups, structures, topographical gimmicks, films, works
of expressions and then some and upgrades Google Search in three ways: discover the proper
thing, get the synopsis, and go deeper and more extensive.
6. RECOMMENDATIONS:
At present, Google is the most predominant web search tool over the globe having a piece of
the pie of around 65%. Keeping up this upper hand in the element web index obliges Google
to create creative focused methods against its adversary firms. The initially prescribed
technique for Google to keep up its upper hand in the web index industry is to strive
dependably to be a mechanical pioneer through steady advancement. The internet searcher
industry is innovation smart and key players strive to design items that can continually meet
the changing needs of clients (Sherman 2005). In any case, if Google can figure out how to
position itself as a mechanical pioneer instead of an innovative adherent, Google will be
capacitated to stay in front of its rivals regarding development. Innovative administration can
be accomplished through attention on vital advancement and creating its innovation
foundation, which are some of Google's center skills (Stross 2008). Since its foundation,

10. Google has depended on development as its apparatus for upper hand to make a considerable
divider against its opponent firms.
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Medical Informatics Association , 96-105.

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http://www.iam-magazine.com/blog/detail.aspx?g=c48f69ef-91b3-4494-813e-6fa21057969e