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of the total company eort, profit, and customer satisfaction. Google is concerned with
all of these features. In regards to profit, Googles total revenue and operating income
have increased every year between 2001 and 2012. It is clear that Google has the
customers wants in mind because they are the leading search engine in the world. The
total company eort is visible through Googles Oxygen 8 attributes. Google fosters a
teamwork setting and they believe that teamwork leads to better ideas because there
is input from more people. Google applies the marketing concept to their organizational
culture as well.
The role of Human Resources should be to continue to find these employees, develop
them, and keep them working for Google. This is beneficial because it is less costly to
retain employees than to hire new ones. One way that Google does this is by oering
their employees one day a week to work on whatever they choose to. Benefits such as
this boost employees view of the company and inspires them to stay with Google.
The role of Googles managers should be to oversee operations and facilitate
production. Googles managers should make sure that everyone in the company has
great opportunities, and that they feel theyre having a meaningful impact and are
contributing to the good of society (Garvin 4). Managers should also continue to
innovate their relationship with their employees and figure out the best things they can
do for them (Garvin 4).
2. What is your assessment of the Oxygen 8 attributes? Do you think these may
be a source of sustainable competitive advantage (superior long term
performance) for Google? Are they generalizable to other organizations?
The Oxygen 8 attributes are Googles version of the Air Forces core values. Although
the Oxygen 8 is derived from feedback, it lists the eight key attributes essential to the
success of Googles managers, much like core values do in the Air Force. Integrity first,
service before self, and excellence in all we do are the pillars for how the Air Force
wants its members to perform and behave. The Oxygen 8 provides the same guidance,
just in a dierent manner. As far as content goes, the Oxygen 8 attributes are very good
standards to build a company on. All of the attributes are ethical and promote a good
environment that employees want to be a part of. Additionally, these attributes allow
Google to accomplish their positioning statement: Googles mission is to organize the
worlds information and make it universally accessible and useful (Google). This
positioning statement gives Google international opportunities and does not limit them
a good job of it, as the New England Patriots General Manager Bill Belichick has done,
the result is becoming a Super Bowl champion. A weakness of Googles management
is that there is not consistency across the board. Some managers are worse than
others. But to minimize this weakness, Google implemented Project Oxygen to improve
its managers skill from top to bottom. Due to Googles prosperous management, they
have had great success in regards to revenue. This allows them to pursue
opportunities that many other companies dont have. Google has been able to
manufacture other products such as Google Maps, Google Books, and many more. By
reason of Googles giant market share, they do not experience many threats from other
companies because they are leading the industry. But to continue being on top, Google
has persisted on innovating to stay ahead of the competition.
3. What should Settys priorities be going forward? What criteria should he use to
decide which project to pursue? Which of the proposed initiatives should he
pursue and why?
Going forward, Settys priorities should be look into expanding Project Oxygen to
develop a deeper understanding of the specialized attributes of the most senior
managers of the company such as directors and vice presidents, learn more about the
complete lifecycle of managers at Google, apply people analytics to the study of
teams, and pursue further incremental change and improvement on the management
front. Expanding Project Oxygen to develop a deeper understanding of specialized
attributes will generate a clearer understanding of the attributes and allow senior
managers to internalize them. This way, managers will know how these attributes are
applied at higher levels and to dierent people. Learning more about the complete
lifecycle of managers at Google includes hiring, lateral job transitions, promotions, and
departures. This strategy relates back to human capital again. Applying people
analytics to the study of teams would allow for more production by providing greater
guidance on their composition (Garvin 12). People analytics would be applied
dierently to teams because teams involve many talented people who do not
necessarily manage others (Garvin 12). So the focus of team analytics would be on the
entire composition of the team. Pursuing further incremental change and improvement
on the management front will continue to bring up the average production for fairly
weak managers. This will provide Google with a better consistency of managers all
around.
The criteria that should be used to decide which project to use is: diculty of the
project, project length, cost, resources, probability of success, benefit if the project
succeeds, and damage if the project fails.
If Setty had to choose one of these projects to pursue it should be the project that
helps to learn more about the complete lifecycle of managers at Google. This is
because this project has the most questions associated with it that need to be
answered. Implementing this project could potentially answer all of these questions.
This project also has a good chance of being eective. This project could benefit
Google because it would save them money by keeping managers in the cycle. Instead
of having to hire new ones they could retain the ones they already have. If Google
could do a better job of finding and hiring great managers from outside the company
then they would not have to go through the process of training a new employee from
the ground up. Figuring out a way to identify the best management candidates among
Googles employees will be fruitful in the sense that they will be rewarding and
promoting the right personnel. Since Google is already part of the way to developing
the cycle they envision, this project could take less time than others as well.