Google started in 1998 and has since grown into a global technology leader known for its innovative culture and commitment to employees. It employs over 40,000 people across over 40 countries. Google prioritizes investing in employees through benefits like free meals, transportation, and work environments designed for collaboration. This focus on culture and employee happiness has helped Google become a top employer and innovator in technology.

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Destination: Google, Inc.
Stacey Troup
MGT-230
April 5, 2015
University of Phoenix

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Destination: Google, Inc.
One cannot begin a discussion regarding superior management techniques and
globalization of a brand without one word coming from their lips or into their heads – Google.
Since the company formed in 1998, they have grown into one of the most sought after employers
because of their commitment to their staff, teams and growth.
Globalization
Google, Inc. as a brand started in Mountain View, California, by two college students
who met at Stanford University in 1995 and had built an initial search engine (called
“BackRub”) by 1996 (Company - Google). Larry Page and Sergey Brin built the initial search
engine on the premise that “The importance of links would better assist the user in finding their
needed information”(Company - Google). The company became the giant known as Google
after receiving a check for $100,000.00 from Sun Micro Systems co-founder Andy Bechtolsheim
to launch it into a brand (Company - Google). At the company’s core belief system is a list of
ten things they strive for every day as a company (Ten Things We Know To Be True - Google -
Company). From a garage in California to offices in over 40 countries and employing over
40,000 employees (Google Locations - Company - Google), Google, Inc. have established
themselves as a global leader in innovation, technology and even management. From inception,
the company strived to change the world and has done so through their extensive planning of the
company’s future.

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Destination: Google, Inc.
Technology
From meager beginnings to its place as a leader in technological advances, one is hard
pressed to find a company who does technology quite like Google, Inc. Starting with the first
search engine which launched the company as a platform, they have grown into a global brand
offering business solutions, advertising solutions, applications for Android phones and much
more.
The acquisition of Youtube.com during their “Broadcast Yourself” advertising launch as
well as mapping technology which now drives a bulk of GPS systems including cell phones (i.e.
Google Maps) keep them on the forefront of technological advances. Their commitment to
excellence grows with every day as they strive to bring the best platforms and programs to their
customers. Gmail, the first of the free platforms designed for world domination, was launched
on April 1, 2004 and provides users large capacity pop email accounts with RSS Feeds and
integration into other programs through its Google+ platform (Company - Google). One has to
wonder if they are responsible for Microsoft announcing in 2015 that they plan on doing away
with Internet Explorer as a search engine (in name only) (The Death of Internet Explorer in
Name Only - Redmondmag.com). Google continues to think outside the box and bring
innovations to the masses which are surely helping to establish the company as a true innovator.
They effectively see the needs of the end users and plan accordingly to stay two steps ahead of
the competition and launch free programs amidst a difficult financial time.

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Destination: Google, Inc.
Innovation
While known for technological innovations, Google is also a premier place of
management technique. Utilizing the true “team” environment and engaging the employees in a
creative environment, they have established themselves as a premier place for people seeking a
well structured, creative, growth encouraged environment with superior management styles
(Passion, Not Perks - Think With Google).
Management includes their employees on the progress of the company during weekly
meetings with the company founders referred to as TGIF. During “The first 30 minutes, we
review news and product launches from the past week, demo upcoming products, and celebrate
wins. But the second 30 minutes is the part that matters most: Q&A” (Emerald Group
Publishing, Limited, 2013).
It is this sort of bottom- up management style that is often criticized by other companies
as over sharing of sensitive information but what makes Google a place for every voice to be
heard. They believe when you involve all the employees your “Whole Organization Becomes an
Innovation System” (Passion, Not Perks - Think With Google).
Diversity
Not only believing that “Our People Are Our Greatest Asset” (Passion, Not Perks - Think
With Google) but putting that practical thought into process has established Google as a true
team environment for their employees. Not only do they place the best employees into engaging
managers to mentor other employees into great growth, they also invest in their worst employees
by offering “Intense coaching and support, which helps 75 percent of them get better within a
quarter” (Passion, Not Perks - Think With Google). It is this commitment to their culture and the
Destination: Google, Inc.

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growth of their employees that keeps people seeking out a position with Google in order to find
their true happiness.
Several companies want their employees to just sit and listen without having a voice –
but not Google. They have within their Code of Conduct a “Freedom of Expression” (Code of
Conduct - Investor Relations - Google) section that encourages the free flow of idea no matter
what the position the person holds. This strategic management style affords the employees the
most opportunity for self expression and subsequent growth.
Often seeking out students for their intern program, participants are put in teams to see if
they possess not only the skill set of a future Google.com employee but also if their personalities
thrive in a collaborative team environment. Google truly puts forth the effort to find candidates
who not only possess the skill set for the available position but also the personality to fit in with
others who have the core beliefs of the company at their core (Company - Google).
Ethics
Ethics are what drive the people at Google. The company employs a Chief Cultural
Officer who oversees teams globally to ensure that the employees stay true to the core values of
the company. One might view this as excessive or unnecessary; however, the Board of Directors
at Google sees this as a necessary position to ensure the future of the company.
Google believes that culture and strength of its people jointly help contribute the most to
the company’s success. Also at the core of their beliefs is the fact that values and beliefs are
crucial to innovativeness. It is their commitment to their transparency that keeps them ahead of
the game. By letting employees of all levels participate in discussions of products, technology,

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Destination: Google, Inc.
progress or innovations, you open the doors to ideas which would have been stifled by a more
controlling micro management style.
The company offers healthy breakfast, lunch and dinner to employees, encouraging team
building at all hours of the day and night. In addition, they are afforded the ability to beta test
the products before their official release. At the Mountain View, California location, employees
are given free rides to and from work daily through the company bus system. Pets are welcome
in the office by employees and are even encouraged to give “Massage Credits” to other
employees for a job well done (Google Employees Reveal Their Favorite Perks About Working
For The Company).
While employees may see these as perks, the trained eye sees these things as true team
building environments disguised as benefits. Google truly does think of how to make its
employees engage and enjoy each other while in their company (and even when they leave the
office!).
Conclusion
Companies worldwide could benefit from a management review of Google and their
policies. While some may view them as sophomoric in nature and geared only toward people
right out of college, it simply is not true. Google has truly looked at how it manages its
information, technology, employees and company as a whole to ensure the happiness of those
who help grow them into the superpower they are today.
Companies on Wall Street in New York allow shoe shine people to come into the trading
floor to give shoe shines but that is where the benefits end. In the rare case that a company
provides a lunch daily, it is truly designed to keep you productive in the office but does not
Destination: Google, Inc.

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encourage team building. Google has really examined management styles and put into effect an
effective leadership team and style that benefit all those who enter the doors at Google.com.
The lesson learned? Invest in your employees, build true teams and your employees will
give you 110% every day and love every minute of it. Google truly has an inspired charisma
within its management that is to be revered by others and an eye for benchmarking and strategic
maneuvering that is to be truly admired. They have effectively overcome management barriers
and looked into the future for the benefit of the employees and the overall success of the
company.

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Works Cited
Code of Conduct - Investor Relations - Google. (n.d.). Retrieved 04 05, 2015, from
Investor.google.com: https://investor.google.com/corporate/code-of-conduct.html
Company - Google. (n.d.). Retrieved 04 05, 2015, from Google.com:
https://www.google.com/intl/en/about/company/
Emerald Group Publishing, Limited. (2013, 09 12). Google grows on people: Bottom-up
leadership and minimalist management inspire innovation. Retrieved from
http://search.proquest.com.contentproxy.phoenix.edu/docview/1428869118?accountid=35812
Google Employees' Favorite Perks - Business Insider. (n.d.). Retrieved from
BusinessInsider.com: http://www.businessinsider.com/google-employees-favorite-perks-2014-
7#the-free-gourmet-food-and-snacks-are-never-ending-1
Google Locations - Company - Google. (n.d.). Retrieved 04 05, 2015, from Google.com:
http://www.google.com/about/company/facts/locations/
Passion, Not Perks - Think With Google. (n.d.). Retrieved 2015, from Thinkwithgoogle.com:
https://www.thinkwithgoogle.com/articles/passion-not-perks.html
Ten Things We Know To Be True - Google - Company. (n.d.). Retrieved 04 05, 2015, from
Google.com: https://www.google.com/intl/en/about/company/philosophy/
The Death of Internet Explorer in Name Only - Redmondmag.com. (n.d.). Retrieved 04 05, 2015,
from Redmondmag.com: http://redmondmag.com/blogs/the-schwartz-report/2015/03/the-death-
of-internet-explorer.aspx