Introduction
Organization development embodies planning and evaluation of structures within organizations in order to enhance effectiveness and productivity. Application of organizational development is diverse and complex, hence its multidisciplinary approach and orientation (Jackson 11). Organization development plays an important role in enhancing change and other resultant outcomes within organizations. It revolves around organizational culture, attitudes, and belief systems. Through organization development, organizations rejuvenate and adjust to recurrent realities that define operations within specific market landscapes.
Experts in this area offer services that are vital in evaluation and determination of structural frameworks that support functions within and without organizational entities (Jackson 16). This enables organizations to seize opportunities and diffuse threats within their area of operation. Organization development assumes a holistic approach to evaluation of various parametrical thresholds that anchor performance in organizations. This research undertaking seeks to discuss the organizational inclination of Google. It shall look at the internal structure and organization of Google with a view to determining realities that relate to its position within the market. This essay shall also look at challenges and opportunities that the organization faces within its market scope.
Discussion
Google continues to record unprecedented success in its operations within the market. The current success of this organization is monumental because of various factors that favour its operations. For instance, technological developments and advancements play an important role in creating success and progress for the organization (Girard 14). In modern society, there is increase in the number of people who use the internet for various purposes. This reality offers a favourable ground for Google’s success and progressive trajectory. Other factors contribute to success of Google in rendering services to its customers. An example of such factors is its internal organizational structure. Google has a progressive and dynamic management structure that plays a cardinal role in sustaining growth and expansion. The management is instrumental in formulating and implementing policies that govern and define Google’s actions in relation to market forces (Girard 21).
As earlier mentioned, organization development is vital in shaping operations within organizational entities. Through such undertakings, organizations acquire foresight and capacity to confront issues and challenges that manifest in their scope of operation. Organizations should always endeavour to seize opportunities for growth, expansion, and progress in critical areas of concern (Girard 25). The current success of Google emanates from appropriate design that supports navigation with ease. Internet enthusiasts have an opportunity to enjoy such services without much struggle. Google supports its activities by invoking its code of conduct that offers guidelines with regard to customer service and satisfaction. The code of conduct is integral in creation and development of sustainable corporate culture and belief systems. Devoid of such efforts, it is difficult for organizations to realize and actualize basic ideals and aspirations (Girard 29).
Google has a succinct vision and mission statement that inspires its core values such as competence, quality service, and innovative thinking. The above qualities form basis for developing products and services that satisfy recurrent demands within the market. Customer satisfaction is an important aspect because it recognizes their role in sustaining profitability among corporate entities (Girard 33). From the onset, Google has developed structural frameworks that govern its quest for profitability and relevance within its market. The internet industry is highly competitive and dynamic. Organizations require foresight and innovation in order to achieve profitability and ensure dominant influence in the market. Recurrent changes and developments in technology necessitate strategic thinking and planning in order to give organizations an upper hand over competition (Girard 34).
Google strives to increase profitability through efforts that enhance its quest for market presence. The company has a dynamic and inclusive expansion programme that accords it an opportunity to venture into new territories. This strategic plan has been instrumental in enhancing Google’s interests in regional and global markets (Girard 37). Presence in regional markets is important because of the potential that lies in such markets. For instance, Google has aggressively penetrated the African market with a view to seizing numerous opportunities that manifest in the market. According to recent research findings, there is increase internet use across Africa (Girard 41). By venturing into Africa and creating platforms for hegemony, Google appreciates the potential in this regional market segment. Google’s expansion plan also involves corporate acquisition and ventures within the market.
Under this strategy, Google takes over ownership and control of corporate and organizational entities that have presence in the market. It also involves partial acquisition of stakes within strategically positioned organizations within the market. An example of such acquisition is the deal between Google and Pyra Labs. Pyra Labs had substantial interests in internet and technology across the market. This acquisition increased and entrenched Google’s presence and dominance within its market scope (Girard 44).
Most market surveys indicate that Google has a higher ranking with regard to service provision and customer satisfaction. Users assert that Google has an innovative design and outline that eases navigation and accessibility. This accords Google a strategic advantage over competitors in the market. The company has a team of experts who provide oversight regarding functions and operations that exist in the market (Weber 54). Such experts provide ideas and counsel to Google’s management regarding market penetration, integration, and preservation. These aspects are important because they enable the company to decipher areas that require action and attention.
Adoption of new technology is an important aspect in Google’s regime of operation. It is evident that technology plays a pivotal role in supporting Google’s operations in the market. Google’s performance in the stock market is indicative of its popularity and success among internet users. This fosters confidence among shareholders because they develop faith in the performance and profitability of the company (Weber 56).
Despite recording success in numerous areas of market presence, Google has challenges that threaten its position as the market leader. One such challenge relates to competition from other market players. Although competition is a ubiquitous reality in the corporate landscape, corporate entities should endeavour to scale down its intensity and disposition. Stiff competition requires innovative thinking in order to devise strategic reactions with regard to such corporate overtures. Google has had to initiate various structural adjustments to counter the effects of stiff competition within the market (Weber 64).
Google has a unique niche that depends on its innovative and dynamic products and services. In order to satisfy various customer demands in its market segment, the company realigns its ideals and aspirations to guarantee compliance. Google has numerous strengths that bolster its stand as an influential player in the corporate arena (Weber 67). The company has an array of innovative products that seek to meet customer needs. Such products are popular among internet users because they are adaptable and cognizant of trends within the market. Google designs products that fulfil needs of customers from diverse social, economic, and cultural orientations. An example of such products is the Google Maps. This product offers direction to users across the market. This product is innovative and visionary because its applicability is legendary and revered by users (Weber 71).
There is opportunity in Google’s willingness to invest resources into programmes that complement its desire for success in a competitive corporate environment. The company has a strong resource base that accords it an opportunity to actualize its goals and objectives with regard to product development, innovation, and market penetration. Devoid of adequate resources, organizations cannot fulfil their obligation to meet and actualize customer needs. Google has strength in its ability to understand crucial realities that govern operations within the internet and technology market. Familiarity with market trends and demands enables Google to devise products and services that integrate innovation and applicability (Weber 73).
Google also experiences numerous challenges that undermine its efforts within the market. One such challenge is the increasing popularity of mobile telephony. Most people use their mobile handsets to access internet services. This affects Google because it is difficult to relay advertisements over the internet because of spatial limitations. Increase in use of mobile phones reduces preference for personal computers as access points for internet services (Weber 79). Another challenge relates to presence of redundant products in the market. Currently, Google has products and services that fail to arouse excitement from users. Such products present setbacks that add little or no value to operations of Google. Such products also contribute to redundancy and dismal performance within its market scope. Another challenge relates to stiff competition from other industry players who provide standardized products and services (Weber 85).
Recommendations and Strategies
In order to create room for progress, profitability, and innovation, Google should initiate a strategic structural overhaul of its operations. The company should undertake organizational development ventures that enhance its position as a market leader. There is need for comprehensive market research and evaluation to determine areas that require adjustment and realignment (McLean 45). Google should conduct a feasibility study to establish realities that characterize customer needs in different segments of its market. Such a study should also determine attitudes of users with regard to Google’s products and services. It is important for the company to ensure that its products and services reflect and satisfy current needs in the market (McLean 47). The company should also document all relevant areas that pose challenges to its dominance across national, regional, and international market. There is need for consistency and forthrightness in developing and implementing structural policies with regard to all operations within Google’s market. Implementation of the above recommendations should involve all stakeholders in Google Corporation (McLean 45).
Conclusion
The role of organizational development is evident in Google’s case study. Organizational development creates avenues for change, innovation, and progressive thinking within organizations. Through its application, organizational leaders understand and react to issues that pose challenges to growth and sustainability with regard to operations in their market segment (Jackson 22). Organization development creates an atmosphere of change and evaluation in contentious realms of an organization’s scope of operation. Besides identification of structural and managerial loopholes, this procedural undertaking creates viable solutions to challenges within organizations. Proper solutions ensure that organizations revamp their operations in order to comply with market needs (Jackson 23). However, it is important to note that organization development requires planning, foresight, and dedication because of complexities that manifest in its initiation and implementation.
Works Cited
Girard, Bernard. The Google Way: How One Company is Revolutionizing Management As We Know It. Newyork: No Starch Press, 2009. Print.
Jackson, Cooper. Organization Development: The Human and Social Dynamics of Organizational Change. Newyork: University Press of America, 2010. Print.
McLean, Gary. Organization Development: Principles, Processes, Performance. Newyork: Berrett-Koehler Publishers, 2012. Print.
Weber, Stephan. Organizational Behaviour: Google Corporate Culture in Perspective. Newyork: GRIN Verlag, 2008. Print.