Areas of Achievement and Improvement pf Google - Essay Example

Google Company Google is a multinational search engine corporation that deals specifically with services and products that are related to internet, situated in the U.S. Apparently, this internet related services and products include technologies that entail online advertising, communication, cloud computing software and search related services. As such, its rapid growth has continuously enabled the increase of products and services with more acquisition and partnership been confirmed and /or established.1 Being a multinational corporation, Google Company must ensure that its CSR function equals its global image. The general performance of the company in regard to environment, equality, employment, human rights among other issues should match the image it portrays in order to maintain its competitive advantage. It is imperative to understand that Corporate Social Responsibility (CSR) brings the company and the community close through various activities.2 Areas of Achievement Google performance in relation to employment Apparently, the Google Company is one of the leading corporations that have continuously invested on finding new ways that revolve around the recruitment of top talents in the industry, the retention of top talents, and finding new innovation methods in reference to motivation of employees. In fact, there has been the restructuring of management to enable employees to come up with creative ideas that are geared towards increasing profits for the company. The Google Company has created an effective mechanism that is expected to endorse a culture of self –empowerment, create innovation and encourage self- motivation for employees. According to Foer and Sandeep (2013), most companies with the inclusion of the Google Company have refurbished their leadership system in order to give their employees the best environment to work in. As a result, employees receive both intrinsic and extrinsic rewards that have direct impact to their productivity.3 In reference to the theory of motivation and rewards, employers should not only dwell on pay incentive only but should come up with diverse ways and ideas that are meant to attract and retain most if not all top talents in the company.4 Lianos (2013) points out that, different theories have given different assumptions on the factors that facilitate employees’ motivation. For instance, Maslow theory assumes that employees are motivated depending on their position or hierarchy especially in their working places. Thus, Maslow argues that employees might not be fully motivated unless if their basic needs have been catered for. Google performance in relation to environment Having being rated as one of the largest business innovator, Google Company has maintained its position in the sustainability of a greener environmental future with inclusion of green supply chain management practices. Through its performance the company has showed continuous commitment by powering its facilities with renewing energy sources, and minimizing the consumption of electricity. For instance, the Google Company has generally been acknowledged across the world for its energy efficiency. At the same time, the Company has involved itself with environmental issues such as supporting disasters that directly affect the environment or otherwise. For instance, in 2008 the Google Company and the entire working fraternity supported the China government after experiencing an earthquake that claimed the lives of tens of thousands. Moreover, the company provided China with Google Maps that demonstrate images that supported easier relief effort and facilitated better aid.5 According to Adams and Zutshi (2004), most companies have taken more initiatives when it comes to environment as compared to the previous years. In fact, a large percentage is now ensuring that their products and services are environmental friendly. They also insist in conserving the environment and / or supporting most environment related issues.6 Google performance on community development Google Company has also been involved in corporate social responsibility that revolves around the development of the community. According to Lundblad and Bell (2011), organizations both large and small have the mandate of giving back to the society on various programs. Through these programs, businesses and organizations have demonstrated their responsibility and have further created a stronger image for the company.7 For instance, Google Company has come up with a continuous community development projects in China that meant to give empowerment to the youth in that country for them to become agents of social change. This particular project has been aimed at soliciting ideas that are further funded by the company depending on its viable proposals. Currently, Google Company has organized four social innovation cups in China that have played a huge role in transforming the lives of youth mostly from colleges and universities, thus promoting social responsibility through community development. Importantly, there are other numerous developments that have been initiated by the company across the world.8 Areas of Improvement Google performance in relation to investors’ expectations Consequently, the Google Company has had an increment of revenue over the last few years with the trend been expected to increase over time. However, it is worth noting that incase the Company seizes to make deliveries on its products and services then it is highly likely that investors and employees will experience a decrease in their expectations. As such, Google must fight hard in order to maintain its competitive advantage and retain the mass of people who have kept it there for those years. For instance, Google is now receiving stiff competition from Facebook founder Zuckerberg who articulated that in the near future, corporation could be in a position to provide intelligent search experience for the next generation. Similarly, Google is continuously receiving competition from SEO that is known worldwide for the unbiased organic search services. In a general sense, the Google Company must admit that it has been faced by stiff competition from these two companies among others globally, and must improve its services as an enormous giant in technology to avoid been overtaken in the market. Google influence on entertainment It is for undoubted reasons that the Google Company has a variety of services and products that are a huge global market. In light of this, its global strategy has been increasingly overwhelmed by the diversification of their services into the entertainment arena such as Google Music, iTunes, Spotify among other services. Unfortunately, numerous research have indicated that the number of people consuming cable and satellite has drastically go down due to alternatives that customers find more valuable for their money as compared to Google Company.9 Actions of Google on society and stakeholders According to Tamayo and Servaes (2013) the most crucial aspect of any business that wants to maintain a competitive advantage and maximize its profit margin must consider the society and stake holders. Society in this case, is a group of people who are potential consumers and those who need assistance, and /or support through corporate social responsibility. Conversely, stakeholders are individuals or group of persons who are directly affected by the main purpose of the company. These stakeholders include managers, employees and shareholders from both public and private sectors.10 At Google Company the major impact to the society and stakeholders is that the company has provided the most unique technology in services and products that has made the world a global village. Moreover, a huge percentage of the society and stakeholders utilise this search engine to solve diverse issues and seek information that is meant to improve their knowledge. Conversely, the implications of the Company’s actions is that this search engine has led to the negative utilisation of technology by people particular on the tendency to forget some of the details they believe can be retrieved online. The Company’s performance in society It is apparent that the performance of the Google Company could be rated on both positive and negative effects. Numerous researches have indicated that in the few years of the company’s existence, transformation into a global village has been experienced making communication far much easier as compared to the past.11 For instance, through google search people across the world have been connected with each other through applications such as Facebook, Twitter among others. Seeking information about issues across the globe has also been made effective. In addition, the company has continuously used its Corporate Social Responsibity to assist the society in various activities such as community services, human rights, health issues and other societal issues. Of importance to note is, the more performance a company has on the society, the better for its advertising department since it creates direct awareness on products and services of the company. Conversely, the company has not been without its weak part. Apparently, its performance has given the society an opportunity to gain and search for information that is meant to destroy the society rather than building it. For instance, this search engine has been used to facilitate crimes through google maps and related information. In a general sense, the impact of Google in the society and the entire world cannot be ignored, but the weak points must be improved to maintain its global image.12 Bibliography: Adams, Carol. and Zutshi, Ambika. (2004) Corporate Social Responsibility: Why Business Should Act Responsibly and Be Accountable. Australian Accounting Review.14 (3), 31- 40. Association of Energy Engineers. 2004. International Journal of Green Energy. New York, N.Y.: Marcel Dekker. Corporate social responsibility and environmental management. 2002. Chichester: Wiley. Foer, Albert A., and Sandeep Vaheesan. 2013. Google the unique case of the monopolistic search engine. Journal of European Competition Law & Practice. 4 (3): 199-200. IGI Global and Information Resources Management Association. 2011. International journal of online marketing. Hershey, Pa: IGI Global (701 E. Chocolate Avenue, Hershey, Pa., 17033, USA). International Association of Science and Technology for Development. 1994. International journal of power & energy systems a journal of the International Association of Science and Technology for Development-IASTED. Anaheim, Calif: IASTED. Lianos, Ioannis, and Evgenia Motchenkova. 2013. Market dominance and search quality in the search market. Journal of Competition Law and Economics. 9 (2): 419-455. Lundblad, Heidemarie, Bell, Jan. 2011. A comparison of ExxonMobil’s sustainability reporting to outcomes. Journal of applied business and economics. 12 (1), 17-26. Politechnika, Warszawska. 2011. Journal of power technologies. [Warsaw, Poland]: Warsaw University of Technology, Institute of Heat Engineering. Tamayo, Ane and Servaes, Henri. 2013 The impact of corporate social responsibility on Firm value: the role of customer awareness. Management science. 59,5: 1045-1061 Read More