Case Study Background & Questions
Read carefully the case information on Google
which is contained in the following two sources:
1. Johnson G, Whittington R, & Scholes K
(2011) Exploring Strategy, 9th edition, FT
Prentice Hall, Chapter 12 Strategic Development
Processes, page 426-428: Google: who drives the
strategy?
2. Grant R (2013) Contemporary Strategy
Analysis, 8th edition, John Wiley & Sons Ltd,
Case Study 20 available online: Google Inc.:
What’s the Corporate Strategy?
Both sources cover the strategic development of
Google from start-up, to stock market listing
(IPO), to market dominance in internet search.
Source 2 finishes in early 2012 and updates
developments beyond the end date of source 1
(2010). For example, we see in source 2 how
Larry Page, one of the founders, replaces Eric
Schmidt as CEO in 2011. Schmidt took up the post
of Chairman of the company and would continue to
act as an advisor to the founders, Larry Page
and Sergey Brin.
Both sources provide insights into the
leadership and management practices within
Google. Source 1 places more emphasis on how
this approach affects the strategic decision-
making process whereas source 2 explores the
content of its strategy, questioning its
corporate level strategy and how it relates to
its strategic direction and mission
Questions.
1. Using the Ashridge Sense of Mission Model
as a theoretical framework, analyse the case
evidence on whether Google has achieved a sense
of mission through its existing leadership.
2. In a famous interview Eric Schmidt
Executive Chairman of Google stated that “We
don’t really have a five-year plan.”
Based on this statement, critically discuss
Google’s approach to strategic decision-making
and consider to what extent you think their
approach is transferable to organisations in
other industry contexts.
Guidance Notes
You should note that case analysis is not a
conceptual explanation or discussion but the
application of concepts and frameworks to
interpret the case information, analyse key
events and statements, and reach evaluative
judgements. In developing your analysis and
arguments, you should use supporting evidence
from the information contained in the case
studies.
Your answers must only be derived from the
information on Google contained in the two case
study sources listed above. You are not
required to consult other sources on Google or
go beyond the end date of the second case study.
As a result you should not include references on
Google from the internet or other sources.
In terms of presentation, introduce each
question indicating how you will structure your
answer and conclude each answer with reference
to your preceding arguments and the task
required by the question. Do not present your
answer in rigid report format but you may wish
to divide your answer into sections which
reflect the major elements of your analysis
Remember, in writing your solution to the
questions you must not describe what the case
says but use the concepts to analyse the
information and use the evidence/facts in the
case to support your analysis.
Question 1 asks you to discuss the mission and
leadership approach at Google in order to
evaluate how it achieves a sense of mission. The
question specifically asks you to use the
Ashridge Sense of Mission model. The elements of
strategic leadership and the differences between
transactional and transformational approaches
are included and you should be able to relate
these to the innovative context at Google.
Specifically you should apply and discuss the
four elements of mission (Ashridge model) to
Google. When considering purpose and strategy,
you should evaluate the issues raised in case
source 2 on questions surrounding Google’s
corporate level strategy and “identity”. In
doing this avoid being overly descriptive of the
content of Google’s strategy . develop arguments
and, if necessary, include supporting details in
appendices. You must also address the central
issue in the question of how the fifth element,
a sense of mission, is achieved through the
alignment of the employees’ personal values with
those of the organisation. In doing this,
consider the role played by the leadership and
management approach at Google to integrate the
elements of mission, especially the behavioural
standards and values of the organisation, with
those of the employee.
To answer question 2 you will draw on your
learning on strategic decision-making and your
prescribed reading from Johnson et al, (2011)
chapter 12.You will need to examine the
leadership of the company based on both cases
and how decisions are taken then relate these to
the major approaches, especially planned and
incremental, to develop arguments and reach
conclusions on how strategic decision-making is
practised in Google. Once you have identified
its approach with supporting evidence, you
should discuss the advantages and disadvantages
of this approach as part of your critical
assessment. To consider whether their approach
is transferable you will need to discuss the
extent to which it is contextually specific to
Google.
Structure
Please remember to structure your essay
appropriate. You should use headings – and
include an introduction, main body and
conclusion/recommendations sections.
Presentation of analysis, use of appropriate
concepts, and depth of understanding of the
issues raised in the case. (10%)
Evaluation of Google’s mission and how it
achieves a sense of mission through its
approach to leadership and management. (35%)
Critically assessment of Google’s approach to
strategic decision-making practised at Google
and its potential transferability to other
organisations. (35%)
Ability to reach coherent and logical
arguments from the analysis, supported by case
evidence. (20%)
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