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CREATIVE
AND INNOVATIVE MANAGEMENT
Table of Contents
Introduction
Page
No.
1.
Importance
of creative and innovative management
1.1 Current
innovative and creative management processes.............................4
1.2
Leading others to positively
embrace the innovation and change................5
2.
Support
creative and innovative management processes for an organization
2.1 Influence
of Vision and Mission statement on generation of creative
and innovative management
processes.......................................................6
2.2 Analytical
tools to identify potential creative and innovative
management
ideas.......................................................................................7
2.3 Risk
and benefits of creative and innovative management ideas.................8
2.4 Change
models to support the implementation of creative and
innovative management
ideas......................................................................9
3.
Influence
others to effect change in an organisation
3.1 Produce
an appropriate rationale to persuade stakeholders of an
organisation of the benefits
of a creative and innovative
management
idea.........................................................................................10
3.2 Communicate
a creative and innovative management idea to
stakeholders of an
organisation....................................................................11
3.3 Establish
key goals and priorities for implementation of a creative and innovative
management idea using feedback from stakeholders..................................12
4.
Plan
to overcome the barriers to implementation of creative and innovative
management ideas in an organisation
4.1 Assess
the barriers to the implementation of a creative and innovative management idea
in an organisation............................................................13
4.2 Plan
a strategy to overcome identified barriers to the implementation of a creative
and innovative management idea in an organisation....................................14
4.3 Explain
how a strategy plan for overcoming barriers will ensure
innovative change is
achieved......................................................................15
4.4 Communicate
a strategy plan for overcoming barriers to relevant
stakeholders in an
organisation.....................................................................16
Conclusion..............................................................................................................17
Reference................................................................................................................20
INTRODUCTION
Creativity
and innovation has changed the world since ages now. Any creativity or
innovation in organisations leads to growth and achieve new heights of success.
Today employees are more empowered to think freely and implement new ideas and
thoughts that benefit the organisation.
Here we will
see the innovation and creative techniques adapted by Google and steps taken to
support the same.
1.1 Current innovative and
creative management processes
Innovative management:
“Innovation is not just about releasing new product. It also encompasses implementing
new business process, fresh ways of doing things, radical, alliances, and
brilliant new routes to market and business strategies.” (Sloane, 2003, pg.8)
Organisation takes the
support of innovative management in terms of running their business and serves
their customers in a better and innovative ways. Portfolio management is the
tool through which understanding of innovative management can be understood in
better manner.
Portfolio Management
Processes: It consist of three components through which innovative management
can be handled and represented in a structured framework. These components are
described below.
1.
Incremental:
A very depth and meaningful analysis can be taken in this process through which
organisation brings more developed and evaluated ideas on the current projects.
2.
Radical:
The way to use the basic and core methods with the same technology but more
advanced implementation in the organisation.
3.
Fundamental:
The process to use totally different technology.
Google
current creative and innovative processes
Google is very well established
organisation which has too many products with great innovation such as search
engine websites, video sharing website like YouTube, advertising market on
‘double click’, Google TV and mobile, personal data collecting, Google+ etc. To
maintain these products sustainability, initially Google was working on very
structured process of innovation called Incremental process where BCG framework
was the main to work with creative ideas. This practice brought a massive poor
results where CEO of the Google found the higher CREATIVITY as productivity
with less and poor INNOVATION.
Incremental process was becoming a hurdle
to launch the new products, to rectify the issues this process got abandoned
and replaced by 70-20-10 principal which made Google highest profitable
organisation in its products.
70-20-10 Principal: A
recent observation comes with the results ,where the core business of the Google
found in to Search engine and Ads. By looking to this result, Google decided to
spend more 70% time after search and ads and bring more ideas about it.
Where the 20% went to deal with
technical people and to set them free in to search of more creativity through
which most of the new and interesting products can emerge.
The rest 10% represent
where the odd and crazy ideas which might not give desired output but still
worth of trying it out.
The Google products
strategy is now closely to threaten Microsoft dominance in technology. Google
believes in the systematic approach and to have matured employees who
understand the needs and requirement of the organisation.
1.2 Leading others to positively
embrace the innovation and change
Leadership: “Leadership is
the systematic procedure through which once can influence the group of people
or an individual to achieve the common goals.” (Northouse, 2007)
Leadership quality: these are the qualities which leaders carry
with them to archive the organisation’s goals by leading people of the
organisation. It consist many of the
qualities from which employees learn and follow the same such as
integration contributes internal valuesand external actions, management which
passes success in to organisation, humility and openness to contribute the
innovative ideas and fairly deal with the employees etc.
Google leadership
A quality leader brings
motivation, problem solving skills, bonding between the employees and so on
changes through which he justifies to be a leader. Google is the organisation
which has created the powerful history over 10 years by its successful brands
with permanent innovation and strategies. It controls around 20,000 employees
with different segments and consist of different leadership styles to get the
goals achieved.
Leadership styles can be many
more like consultative, entrepreneurship, directive, autocratic, lassiez faire,
Mc gergor’s X and Y theories, concern
for people and concern for tasks style, transformational and transactional
theories etc. The organisation such as Google which is in to many products has
also the different management styles depending on the management level.
By the reference of the
article “Leadership that gets results”, written by Daniel Goleman has differentiated
six style of leadership which are coercive, authoritative, affliative,
democratic, pacesetting and coaching leadership.
Affiliative style: this is
the style where employees comes in to contact and make relationship bonding
with each other by open communication and discussion which bring new ideas to
the organisation. Google deals with the employees who tend to speak and
communicate which gives comfort level to the employees to be flexible with the
management. It supports employees to be happier and not to work under
pressure. This style brings lot of
productivity and freeness in to the environment.
Another main style of the
leadership which Google follows is “Authoritative style” where leaders provide
more freedom to the employees to bring with new ideas. Leaders take responsibilities
to make clear vision and under the decided vision employees do their takes with
complete sense of responsibilities. This style gives satisfaction to the
employees of their importance in to the organisation. All kind of feedbacks are
inevitable through all the employees.
The “Democratic style” is
one of the other styles which Google use to make their employees to be more
communicative and collaborated where they can discuss about new ideas for new products
and technology.
By different product
section in Google use different leadership style towards one goal for the
organisation.
Influence
of CEO:
The CEO of Google, Eric
Schmidt run his organisation in a way where employees can be free and lives
happily. He has always believed in freedom which gives more innovative ideas
rather than very structured implementation. CEO of Google believes that if
organisation comes under crises employees gets more attentive towards it, so if
crises are not there, ‘let’s create it’. He puts in to practice that 20% of the
staff will only work on innovative ideas. He leads people to give them chance
to talk and communicate. Regular meetings are being set with those people who
have not contributed and afraid to talk, this activity of the CEO has brought a
feather to the employees to give new innovative ideas and suggestion to the
organisation. Eric does not even believe in working under pressure. He sets his
employees free to come in to any dress and the way they want to be in
organisation.
2
Support
CIM processes for an organization
2.1 Influence of Vision and
Mission statement on generation of CIM processes
Vision: “Vision is the desired futuristic view of the
company.” (Kotler et al, 1996)
The vision consist of
several long term goals and aims for which it sets the mission in terms of
processes which also helps to achieve the long term goals.
Mission: It can be
explained as the current situation and stage of the company and the current and
future plan towards its vision.
Google’s Vision: The vision
is to “organise the world’s information and make it universally accessible and
useful.”
Google has set this vision statement
by seeing the view of people’s needs for the internet. Google wants to make its
facility more useful to the people on one click, however by creating several
web option to them to access from anywhere with their personal devices and
which can be also a useful tool with useful information.
Google has sets many long
term strategies in terms of their mission but there is no specific statement
set for its mission. The mission of Google can also be to create the “open” web
benefits for all users and publishers.
According to the vice
president Alfred Spector from research and special initiatives, Google is
focusing on the new technologies which are more epic and consist of fluidity in
the organisation. It can be advertisement, images, maps, videos, text etc.
Google is now working on
the principal of the 70:20:10 where it utilizes the 20% people to bring the
more innovative ideas in a way they want with complete freedom. By taking the
example in the year of 2008 Google entered in to the world of mobile and TV
where people can access Google online which is now turned in to more advanced
facility to use along with Android application in the most of the handsets.
Google tried to make the
changes in phone users, it create contest for the developers to create more
application in android, collaboration with the 34 mobile organisations who
allows to include android application in their handsets. However Google has
insisted to include Google application as a default option. This activity can
bring easy access for the users by one click on their handsets and devices
which also make benefits for Google by fulfilling the objectives of mission and
vision.
2.2 Analytical tools to identify
potential CIM ideas
There are many factors
which are involved in to the organisation and which makes its innovative,
before going in to the understanding of
analytical tools, it is very important to know about such factors like
Training and development, Team working, shared vision and leadership,
organisation culture, creative climate etc.
Shared vision &
Leadership: According to Senge (1990, p 206), shared vision and leadership
creates the future images of the organisation. People have the focus to learn
about future goals and being committed to the organisation. Organisation also
makes sure to create an environment in search of new innovations.
Organisational
Structure: Organisation
structure based on the hierarchical structure where all the employees are being
allotted with their work and responsibilities to achieve the organisation
goals. (Duncan, 1981)
Training
& Development:
Training and Development both are different activities but attached together.
Through training, employees can learn and work effectively where development is
the opportunity for the employees to make themselves prepared for the next
task. It helps to know the right skills in right people to work in more
innovative ways and being more creative. (Michael Moskowitz, A practical guide
to training and development, p 2)
Employee
Involvement:
Each factors are inter connected with each other, where to fulfil the requirement
of training and development it is very important to have employee involvement
which also bring the enthusiasm to the employees. The outcome of the practices
brings more new ideas for new innovation and quality products and development
to face the challenges with better performance.
The below mentioned
analytical tool will explain the current stage of the Google and its future requirements.
Strengths
·
Reputed
brand with user-friendly including speed
·
Multi
functionality
·
Development
of new technology and innovations
·
Ranked
with different citations
·
A
strong and free working culture
·
Employee
priorities with excellent customer services
·
New
ideas in new products with current use of the products
|
Weaknesses
·
Information
can be manipulated as difficulty to find the creditability on search engine
·
Difficult
to make sure about good and poor web content
·
Many
of the products of Google are not that known to people for example recently
launched Google+
|
Threats
·
Not
accurate for the sight indexing policy
·
Often
user get confused
·
Collection
of print will disappear
·
Less
library user will be available
·
Information
skills can get manipulated
|
Opportunity
·
Easy
accessibility of the content
·
More
content with the more products
·
New
opportunities and ideas for the new business people
·
Full
information about higher usage and valuable content and open URL
·
Searchable
information at one click
|
2.3 Risk and benefits of
creative and innovative management ideas
Risk and benefits are two
outcome of the creative and innovative process through which any organisation
makes its plan for new products and technology with new goals. Moreover, organisation has to make sure to
convert any risk in to benefits and its pros and cons as well.
Risk in the organisation
happens due to:
1.
Information
unavailability and irrelevant details
2.
Lack
of ownership
3.
Deviation
of goals followed by its objectives
According to recent
interview with the Google CEO, It
is more inevitable to know the risk of new technology and the ideas. Where Google
is contributing the 20% efforts after new innovative products and ideas could
be a big risk. Google works on search engine and advertisement and also it has
collaborated with many other organisations like YouTube where people see
numerous numbers of video content. Now according to country culture such video content
may be not appropriate but as the search engine and software cannot track good
content and poor content so it may bring the one regime to all that to follow
the net rules and laws. However in certain situation Google has to prepare with
the political and legal issues which can cause damage to the organisation. The
more access of the internet may bring the massive issue of video piracy or copy
right issues and inappropriate content.
Such new technology and
facility to people to easy access of internet can cause major risk to the
organisation whereas due to different laws in the countries, Google has to be
ready with legal person in respective countries who knows the policies and laws
of those countries. Such activities can create a major problem to divert the
focus on the vision and its objectives.
However not every risk
comes with issues but if new product and organisation seeks for the growth then
risks are inevitable in the terms of future results. After passing many potential risks Google has
reached on the success point where 70% of the people use Google as a search
engine and take the benefits for the advertisement of their own products and
business.
2.3 Change models to support the
implementation of creative and innovative management ideas
Google is such a big
organisation which implements many models to get their goals achieved. However
IDEAL model is one of the models which can be connected to Google to bring CIM
ideas.
Initiation: The initiative was taken
to create Google earth / Google Maps which gives the location through maps in
whole world. However, the application was created in the year of 2004 by CIA
which is a funded company acquired by Google. One more addition has been added
by Google in to this application is to see the internal floor plans of
airports, shopping centres of US and Japan. Also initiation was taken to see
the current location from anywhere through its Android application on handsets.
Diagnosis: Google had spent 20% of
time after innovation where CEO himself attends meetings with staffs and hold
the office for interviews about innovative ideas and give chance to speak to
employees to bring more innovative and creative ideas. This diagnostic practice
brings new products and innovation for Google.
http://www.monitorinstitute.com/downloads/IntentionalInnovation-FullReport.pdf
Establishing: From last 3 years Google
has established its 30 R&D centres across the major countries like US,
Canada, India, Japan, Russia, Europe etc. The responsibilities of the R&D
department have been equally distributed to take care of any new projects and
work according to given components.
Acting: The major development of
the Google about its product and its action towards innovation. For an example
to compete Facebook, Google started its Google+ by 2011 as a social site where
people can share their personal and social life and views. However, Google also
contributed the development of Android application and collaboration with many
mobile organisation to make it more useful to people.
Learning: Google has created the Google
learning academy by the year of 2006 through which Google employees can learn
about new technology and its values. Also Google later started certifying
teachers as Google certified teachers. When Google observed its strength to be
on 70% for searching and adds, it launched the concept by having tagline “Google
wants to pay you”, through which people can make surveys of many companies and
for the same Google pays to the people.
3
Influence
others to effect change in an organisation
3.1 Produce an appropriate
rationale to persuade stakeholders of an organisation of the benefits of a CIM
idea
Stakeholders: Stakeholders are the
people who takes interest in to the organisation and gets affected by its
decision which could be directly or indirectly. It can be group of people or
individual or any organisation or employees of own company. Vary from stakeholder’s power and interest,
Stakeholders plays major role in the organisations in terms of innovation
process and decisions as well.
Below are the four
components where innovation management connect with the stakeholders
Phase
|
Outcome
|
Methods
|
Stakeholder overview
|
Evaluation of Stakeholders
|
Set process of issues and
presentation of the same
|
Analysis of stakeholders
|
Outcome of their interest and power
|
Preparation of stakeholder matrix
|
Plan of stakeholders
|
Communication strategy with stakeholders
|
Structure of communication and their
engagement plan
|
Management of stakeholders
|
Relationship management with
important stakeholders
|
Awareness plan to stakeholders of
each activities
|
With the immense strength
of new innovative ideas Google is in to process to have new products for which
people are waiting such as Google+ 1, Google tablets, Chrome OS, Google voice
etc.
Google
and its influence on Stakeholders
Initially Google used to
put the huge pressure while launching on the new products. Once the CEO took
control of entire organisation he sets free to his employees and made the flat
structure for them. Also he set the plans where no differentiation was being
done between shareholders and stakeholders. The relaxation for the employees
was set in such way where perks were giving to employees from the earning of
the shareholders. Stakeholders such as Apple, Microsoft, Yahoo, Facebook and
some own employees got influenced by Google as Google its self is the biggest
rivals of its stakeholders.
Google has targeted to
launch new products before its stakeholders pursue and if they launch such
product which Google does not has, Google rapidly try to penetrate products
with advanced technology and in sophisticated way then its stakeholders. Google has diversified its own company in
many ways where it does not take collaboration and involvement of its stakeholders
but only monitor them for their strategies.
Every stakeholder has its
own opportunity and threats due to tough competition internally. When Apple
launched its smart phone in the market, Google rapidly invented the Android
application and collaborated with many mobile company to run the software in
their handset on the cheaper prices then the smartphone, Microsoft got influenced when Google started
search engine on one click and web browser services. Similarly to compete the
social sites Google came with buzz services compare to beat the Facebook and
gmail to compete Yahoo mail.
All these new innovation made huge
impacts and influence on stakeholders and vice versa which made innovation team
of Google to come in to touch with its stakeholders.
3.2 Communicate a CIM idea
to stakeholders of an organisation
Communication: It’s an act through which
meaningful information or conversation getting passed under many resources.
Communication to the
stakeholder is very important which gives regular updates and accurate
information to the stakeholders. However, there are many ways to communicate in
terms of corporate communication or Public Relation is one of the accurate and
famous communication ways with the stakeholders. Google is vast company where
many departments are involved and run their regular communication with their
stakeholders. As we have already stated that Google generally works on the open
discussion with their stakeholders but still they work on common strategies in
regular operation which is mentioned below.
Stakeholder
|
Communication Activities
|
Issues
|
Customers
|
Customer feedback through online
forms and surveys or online blogs
|
Product safety and security of
personal data
|
Employees
|
Satisfaction surveys from employees
and one on one meeting to rectify the issue
|
Internal grievances with other
employees and rational pricing
|
Business Partners
|
Regular collaboration meeting
|
Outcome on risk management
|
Shareholders
|
Face to face meeting
|
Risk of new product launching and
competition
|
Government
|
Combine of workshops and councils
|
Environmental issues and marinating
the rules and laws
|
Google is working on its
current objectives in many ways to achieve their vision to have access and easy
technology for the people to have more useful information. Google is focusing
to give best user services to the people, Better policies to solve the internet
issues, extra ordinary new technologies with high speed, more innovation in
mobile technology, to have democracy on web works through its office in 60
countries, 180 internet domains and with facility of 130 languages options. Google
believes to work on their motto “Don’t be evil” which gives more satisfaction
to the customers and give priority to its employees.
3.3 Establish key goals and
priorities for implementation of a CIM idea using feedback from stakeholders
According to the criteria
and the information in 3.2, there are issues which can be connected with the Google
stakeholders which should be taken care from Google. In the techno world the
main focus where Google gives priorities to its employees and maintain the sustainability
in to the market and in internet world. The competition with the Apple, Yahoo,
Microsoft were being left already as the main focus and the priorities will be
for high technology on the reasonable cost for which Google will see to invent
the private internet.
With more than 60 centres
in the world Google is seeing to locate the centres at low cost location where
electricity can be low such as use of hydro power energy for its stat centres.
The priority is to set these centres with low cost components such as low cost
cheap hard drives and to generate the electricity from the reasonable sources
such as coal generated electric power.
The main priorities and
goals are to maintain the large data on the huge points of server as the immense
competition is to gather the data and use the high computer technology to serve
the internet users. As per the agreement with the Google’s peers it is being
necessary to look for cost even though it can be buying on reasonable prices.
This is key to have own software which can manage the huge data with the
accessibility of the many servers and role on to the same time in the situation
of power failure and risk management.
The priorities are always
been on top for the employees and to be democratic organisation on web works.
By taking in to account these two points, Google use to have great combination
of work and innovation.Such example is to use large Telco’s and ISPs where
internet traffic can be managed with extra servers like YouTube bandwidth bill
is zero for any videos.
Lastly the focus on not be
evil is still a main example of its goals and priorities. Stakeholders gives
there feedback on such issues where Google believes to work more by taking
these objectives in to account.
4
Plan
to overcome the barriers to implementation of CIM ideas in an organisation
4.1 Assess the barriers to the
implementation of a CIM idea in an organisation
There are some factors or
the elements which always take part to stop the innovation or create problems
to make the innovative products such elements are called Barriers. It is very
necessary for the every organisation to have control on strategy to reduce
barriers if they want to be in market.
Barriers can be understood
in two different categories like internal barriers and external barriers.
Internal
barriers: These
barriers are the result of internal miss management where it creates the number
of problems, where creative and innovative ideas stop working together for the
organisation. Some internal barriers would be the common in many organisations
like No willingness to take risk, longer process to make decisions, very strong
bonded and high bureaucratic culture and structure, improper management to manage
the e employees and overcome the retention ratios, no transparency in the
organisation etc.
External
Barriers:
These barriers occur due to no control on them and which are being invented by
external forces such as government laws and policies, fast life style and
changes customer needs, environmental changes and issue etc. These kinds of
barriers can create the many issues in to the process of innovation which make
delays in many decisions of the organisations.
Google
Barriers and strategy to overcome of Barriers
After giving resignation as
a Google president of China, Dr.Kai-fu lee has established another organisation
to bring strong waves in China with new technology and innovations. This
organisation founded in 2009 named Innovation works and plan of investing 150$
million by several investors such as Steve YouTubefounder, Foxconn chairman
terry Gou etc. This proves the competition towards Google as well being
organised by its own former employee and part of barrier to have innovation
ideas and products in the market.
Second barrier can be the
high speed life style and changes in customer demands which has also created
fast life of internet and fast technology. This hurdle helps to decrease the
life cycle of the products, fast information cycle as it gives the
opportunities to people connect together at anytime and anywhere.
Management of leadership,
use of technology with R&D , and employee satisfaction are some of the
component which are being used by Google to avoid some other barriers like
internet violation, data management, personal privacy and more to take business
revenue.
4.2 Plan a strategy to overcome
identified barriers to the implementation of a creative and innovative
management idea in an organisation
To overcome the barrier where
competition takes part organisation has to implement the good leadership
strategy which gives motivation to the employees to be more innovative and
creative which Google is following from many years in different way with free
organisation culture and flat structure.
After working on search engine Google
found not enough for the vision so that Google got transmitted on 70-20-10
rules and set its employees to work on their own convenient ways.
The barrier such as high technology
life style can only be overcome when Google sets its objectives to have more
good and creative employees. Google does work on the several business models
with the set process where employees are free to speak and give views which
helps Google to create innovative ideas.
To have more set plans to
overcome barriers Google can implement the below mentioned change curve theory
model.
Change
curve theory
When some barrier comes
internally or externally it impacts the current procedure and innovation vision
but organisation has to find the way towards such barriers.
(http://meja-tulis.blogspot.com/2011_01_01_archive.html)
Stage 1: When changes occur
or come in to picture, employees try to not accept or come in to position of
shock
Stage 2: This stage could
be very important and need to be taken care where employees are still shock of
sudden change and they try to protest it. In this kind of stages employees
tends to be unwilling and become negative towards organisation.
Stage 3: Slowly when
leadership take place employees start accepting this change and find out the
positive points about it which can give those benefits.
Stage 4: This is the final
stage where implementation of the new process and objectives are accepted by
the employees. Business leaders make everyone ready to achieve the goals which
have been desired by the organisation.
4.3 Explain how a strategy plan
for overcoming barriers will ensure innovative change is achieved
According to Pierre Loewe
and Jennifer Dominiquini, 2006, Organisation can make sure about its success if
they give focus on below mentioned four key areas.
Google is a very well
established company with more than 20,000 employees so it is very obvious to
know the strategies are also different according to their different operational
sections. Below are four common keys which Google also make sure while having
barrier in to the innovation.
Management
skills and qualities:
According to CEO of Google, they have such strategies which push people to be
innovative and offer employees to be free in the organisation as Google knows
that employees are there backbones. Also Google believes to acquire small group
of organisation as small organisation does have plenty of innovative ideas
which could not be worked out by their own individual.
Organisational
culture:
Rather working ‘under the gun’ CEO of Google believes to set the people in
their own ways. However there is a flat structure with no big divisions in the
organisation which can create internal conflicts. The culture is much open with
indeed collaboration with each other which gives employees to be more creative
and brings new ideas to the company.
Organisational
Innovation: Google has achieved enough through its search
engine but it has been also understood by Google that it’s not only enough
product to be in market. The great strategy to spend 20% time after innovation,
where the small team of innovation work under no direction and create more
ideas. Google does not know in which month the new ideas could be worked out
but they have enough bunches of people who makes creative innovations.
Strategic
Leadership:
Definitely, Google is one of the creative organisation which gives tough
competitions to its rivals but this competition being carried out through their
leadership and the way they drives their people. Working in to many sub section
of the organisation like operation, innovation, IT and R&D, Google use to
have different leadership style according to requirement but with more
flexibility and perks to the employees. It also knows the portfolio theory
which helps them to be more innovative and create something out of the box.
These were the four ways
where Google can deal with the barriers such as competition, internet
violation, high speed technology etc. and also it can implement the change
curve as mentioned in the above criteria.
4.4 Communicate a strategy plan
for overcoming barriers to relevant stakeholders in an organisation
Before the launch of
strategy for overcoming barriers, plans for communication should be prepared.
It should include Who, when and by whom the events would be communicated. Google
has to face barriers like new competition every day in terms of new technology
(example yahoo mail, facebook, chat applications, catch up with Apple etc),
time constraints, growth in different countries (like China where its not being
accepted at rapid pace as in other countries), news media, image in public and
society and finally legal aspects raised in several parts of world. Power and
Interest matrix can be utilized by Google for communicating a strategy plan for
overcoming above mentioned barriers.
Google’s proposed
communication strategy
Stakeholders
|
Message
|
Source
|
Schedule
|
Business Partners & Stockholders
|
Business development plan, creating new technology
|
Meetings, reviews and reports
|
Quarterly
|
Shareholders/ Investors
|
Research and Development budget needs
|
Meetings, reviews and reports
|
Quarterly
|
Employees
|
Innovation techniques, ownership and execution of idea
|
Meetings, training and email
|
Weekly
|
Government
|
Regulatory requirements and policies
|
Councils and press meetings
|
As per need
|
Customers
|
new technology and suggestion on the same
|
Surveys and feedback from external bodies
|
During launch and initial stage of development
|
Conclusion
To
survive immense competition Google has adapted policy of creativity and
innovation as a management process. The results are evident from the success of
Gmail, search engine popularity, Google application on Android OS in mobile,
Adsense, Google Earth etc. These was only possible through the innovative team
of Google
Google
Leadership/management has integrated Innovation as its integral part in all the
functions.
References
Books
Oswald Mascarenhas, [2011], ‘Business
Transformation Strategies’, Sage Publication, ISBN: 978-81-321-0501—5
Markus Sattler [2011], ‘Excellence in
Innovation Management’, ISBN: 978-3-8349-2621-0
World
Wide Web page
[Dec 20, 2011]
Slideshare,
[Online] Availablehttp://www.slideshare.net/misteroo/all-about-Google-presentation,
[Dec 20, 2011]
Journals
and Media:
A chapter of the layered geological history of Mars is laid bare in this postcard from NASA's Curiosity rover. The image shows the base of Mount Sharp, the rover's eventual science destination. Image credit: NASA/JPL-Caltech/MSSS
Charles Bolden, 12th Administrator of NASA. Credit: NASA/Bill Ingalls
