Importance of Knowledge and Knowledge Management in Google Inc.

Importanceof Knowledge and Knowledge Management in Google Inc.


Importanceof knowledge and knowledge management in Google Inc.


KnowledgeManagement is a vital aspect of the company management instreamlining the realization of the company’s goals and objectivesas per the mission statement. This is a factor that has played aninstrumental role in the growth of the Google Inc., a companythat has experienced tremendous growth since its inception in theyear 2007 being a global leader in the search engine service.Following various factors both internal and external, the company hasplayed the market knowledge based on the research carried out by itsteam. Similarly, the company’s history of employing highlyknowledgeable personnel at both the human resource and managementlevel has in a major way contributed towards the great successattained by the company built and managed by two friends, who werestudents at a university. Google Inc. has actively exploitedknowledge management, to make itself a global phenomenon that beingalmost basic in the modern society. In this regards, the discoursereviews the importance of knowledge and knowledge management withinthe systems and contexts of Google Inc.

Sincethe inception of the internet globally, there is one active one firmthat has been providing services and impacted among the lives massesacross all countries, religious groups, age, as well as ethnicity.The Google Company has for the last one decade been the search engineof choice among the web users. Arguably, one can conclude that Googlesite is one of the most visited internet sites globally. It isbelieved to control at least 61% of all the searches done online onday-to-day life. Google, originally googol, was co-founded by twoPh.D. students at Stanford University in 1997. The site simplicity isthe main reason many people across the globe, are synonymous with it.Since its registration as a company in the year 2008, the company haswitnessed great heights of growth and development, both in the UnitedStates and internationally. Knowledge and knowledge management issuch a powerful tool in the sense that it helps to capture, develop,share and effectively use knowledge acquired within the organization(Yip, Ng, &amp Lau 2012). It also entails a wide use of a wide scopeof practices and information within the organization towardsachieving the organizational goals. This article aims at establishingthe importance of knowledge management as a tool, has enhanced thegrowth and development of the Google Inc across all aspects of anorganizational growth with respect to both internal and externalfactors.

LarryPage and Sergey Brin, two PhD students, conceptualized the birth ofGoogle in the year 1996 as a research project. The initial searchengines had been designed to rank the number of times a term appearedon the page of the items searched. The duo came up with a theory,which they referred to as the new technology PageRank. They wereaiming at analyzing the relationship between the various websites,and determine the websites’ importance just by establishing thepopularity and vitality of the pages as related to their originalsites. Initially, Page and Brin named their product as backrub sinceit was used to establish the link with its origin to determine itsvitality. Later the branded their product as Google, which theyregistered back in the year 2007 and subsequently, integrated as acorporation in the year 2008. The company had four consecutive yearsof global success since its inception, leading in terms of internetservice provider until in the year 2011 when the Apple brand overtookthem.

Thecompany deals with internet, computer software, and telecommunicationequipment. Based originally in Menlo Park, California, the companyhas its current headquarters based in Googolplex Mountain View inCalifornia, the company encompasses a wide range of global marketciting that the target market for the Google Inc cannot be sospecified (Yip, Ng, &amp Lau (2012). According to Kwaku(2010), this is because internet use is a globalphenomenon and thus most of the company’s clientele is basedoutside the USA, considering that their products are available to awide variety of customers across different varied countries and indifferent languages. This varied market scope is the target of thecompany, thus the availability of its products in more than onehundred and ten languages. There are various factors that thecompany-Google Inc. has been capitalizing on and controlling based onits management knowledge to gain great competitive advantage. Theyinclude,

Theexternal factors


Knowledgemanagement has given the Google Inc brand a global appeal in thesense that, internet search being a global necessity, delocalize theoperations of the company towards a limited customer base. This is inboth the United States of America and the international market. Kwaku(2010) observes that the company has over twentyoffices in the United States of America alone and has its officesbased in over thirty countries globally. These offices deal withmarketing, research and products sales, giving tailored product in over 115 languages, places the company at a competitive point ofrelevance. As the computers accessibility is widening globally,including in the developing countries, the Google market is likely towiden as these people seek the use of its product such as searchengine, Gmail and the sites applications (Kwaku2010)


Usingmanagement knowledge, the Google Company realizes that most of itsuser base is young people. Walsham,(2002) asserts that the company keeps on coming up withproducts that are more appealing to the customer base. He alsoobserves that internet use being a product that cannot be pegged ongender shift, cannot influence negatively on the market. Similarly,the management is also considering the needs of the older generationby providing products that they may also find appealing. Thisguarantees continuity and at the same time capturing the new clientswho are young and new entrants in the market.


Withthe knowledge that technology is a dynamic process, the Googlemanagement keeps on updating their goods to stay updated on themarket demand (Stettinus,Wood &amp Colley, 2007). They observe that their computers have cheap components which areeasy to fix for a quick upgrade should there be a need. This placesthem at a competitive advantage since they maintain relevance, animportant element in knowledge management.


Whereasthe global market is at the risk of the global recession, the Googlemanagement capitalizes on the knowledge that internet based productbecome basic to most of the people across the globe. According toStorey &amp Hughes, (2013), this has in a way shielded theGoogle Company against economic downturn, since most of heradvertisements are high target adverts that are measurable, thusmaking it recession proof in comparison to any other business in thetechnology field.

Politicaland Legal

Theknowledge management has enabled the Google Inc to satisfy andprotect its customer’s privacy amid critical government criticism.According to Walsham,(2002),these criticisms have not impacted in a major way on Googlemanagement since, the brand came up with the legal policy to governthe customer privacy as well as protect itself politically. To avertcopyright issues, the Google Company has as well provided a copyrightinformation page. According to Walsham,(2002), the company, as well as the US copyright office, caneasily monitor any form of infringement and control the same shouldthere be a need.


Withthe availability of internet, the world is being globalized at a veryfast rate. Frost,(2014) citesthat with the presence of Google amidst other competing searchengines, the people have an access point to the available internetnetwork. With the knowledge management, the Google Inc isstrategically being aligned to market respond to the needs of thesociety, which is highly becoming dependent on internet use. Frost,(2014) observesthat people of all ages, across all cultures, are heavily relying onthe internet to locate places, directions as they are driving,download programs, as well as other search items. This in the longrun positions the Google Company at a strategic point to benefit froma wide spectrum of services sort by the people. To enable a wider useof Google search, the company has introduced Android mobile phones,tablets, and the Android operating system, which remains the mostpopular OS in the world.



Thecompany has a mission statement that may be achievable but without aspecified timeline. According to Storey&amp Hughes, (2013), theobjective being to avail all the global information and make ituniversally available in their platform, is quite a challenge thatthey seem to be taking quite seriously considering the much effortsthey have already made. This kind of objective is based on theknowledge that it gives the company a long-term challenge to workupon, in regards to the many people it is designed to help, in thelong run. According to Botha &amp Snyman, (2008), this kind ofknowledge give them the power to stretch to whichever length theycan to achieve their mission, as well as exposing them toinexhaustible use of the internet.

Themission also which aims at assisting people across all corners of theworld, endears the company to many in the sense that it strivestowards not only making information organized but also usefullyaccessible and cheaper. Though it is arguably utterly impossible toharness all the world information considering the private element ofsome information, the Google Company’s mission statement isdesirable, motivational and long term than any other objective set byany other business organization (Storey&amp Hughes, 2013).Botha &amp Snyman, (2008) however faulted this in the sense that itdoes not bring out the ultimate objective of its financial gains inits long-term projection.


Ina major way, the company derives most of its finances from theinternet based advertisements. Botha &amp Snyman, (2008) points outthat the sustainability of such a business model might be short termin the sense that the future generation might devalue internet basedadvertisement. One thing, however, that has remained clear is theprofitability of the company’s products, which has placed thecompany as a leading information technology company and a globalbrand. The fact that the internet is becoming almost a basicnecessity around the globe however, and the ability of the company tocome up with products that are effective, efficient and customerfriendly, that the future of Google Inc in the information technologyis almost guaranteed following the continued profitability throughoutthe years Frost,(2014).

ValueChain Analysis

Accordingto Walsham,(2002),Google Company does not have it end products that are physical ascompared to most of the traditional companies. With this knowledge,the company has established a chain kind of link where it isdirecting it web users to the products being advertised on its searchengine. This is further enhanced following the capability of thecompany to sort the web users in terms of taste and preference.Walsham,(2002)asserts that the company has a tool to enable it categorize the usersinterest based on the products keyed in the search engine and thuscategorized as area of interest. It is on the knowledge that thecompany has transformed the user list into its raw material and theads on it search engine as the end products though, originally madeby the contracting companies. According to Botha &amp Snyman, (2008)from the wide scope of applications received annually, the companyrelies heavily on the support resource. This support system of itcompetent employees, both at the management level and the humanresource, facilitates its growth and development at both researchlevel and technological advancement as well.


Knowledgeand knowledge management remains key success factors for Google. Thestructure of technology and human resource management help thecompany to drive its sales and remain a global brand. In thisregards, it is imperative to relate knowledge management in Google tothe success it has enjoyed over the years. In fact, several aspectsrelated to knowledge management have enabled the Google Company toremain relevant in the information and technology field. Severalfactors have influenced the performance indicators of the companyover the last few years, especially consistent knowledge managementfactors. Considering the knowledge management of the company, GoogleCompany’s management has greatly capitalized in the latter toattain its greatest success in its area of specialty. The GoogleCompany has a very powerful approach based on the knowledge that themore internet users they reach through free search engine, the morethis will translate to a higher following. This, in the long run,will translate to more sales through advertisement online than anyother search engine, due to its popularity. This can as well beenhanced by ensuring that the Google users have access to a widerange of software which are cheap and affordable, to keep theirclients loyal.

Onthe other side, a few improvements can be made to improve itsperformance better. These include the human resource and themanagement should play a more active role in not only employing thebest but also retaining the best talents as opposed to losing them toother companies in dissimilar area of specialization. It is alsoimportant for the Google Company, which has in the past receivednumerous criticisms following its willingness to accommodate contentthat is of little moral value to the society, for instance,pornographic materials. The fact that it has experience of the greatexodus of its employees to other companies, such knowledge should beharnessed to determine the factors pushing the employees away andwhat can be done to retain them. This is considering most of itsissues employees related. If keenly assessed, it could translate tothe unforeseen take over from rival companies like Apple andFacebook.


TheGoogle Inc Company has been a great successes story since itsinception, with continued growth in the years that later followed aswell as a force to reckon with the modern world in as far as internetsearch engines are concerned. According to Kwaku(2010) citing the vast knowledge and knowledgemanagement in its management, the company has proven to have thepotential to surpass all its competitors and become the leader of allInternet related businesses globally. He continues to observe thatsince it taken over the search engine domain, it has managed toremain relevant amid the stiff competition. Their bold missionstatement has enabled this, and the purposeful drive amongst itsmanagement, which is based on knowledge, and good management of theknowledge obtained. Kwaku(2010) observes that there is no foreseeable downfallof the search engine service giant and warns that should it happensomehow, the impact within the information technology industry wouldbe beyond the control. This is bearing in mind the circumstance thatit is heavily relied upon by most of the population across the globeand would be so difficult to be replaced by any other new companyconsidering the trust breach issue.


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Frost,A. (2014). A Synthesis of Knowledge Management Failure Factors.Retrieved on 26 March 2015 from:

KwakuF. (2010). An empirical analysis of the strengths weaknessesopportunitiesand threats (SWOT) of Google lecturer-management department,(London school of management education- LSME)

Stettinus,W., Wood, D., &amp Colley, J. (2007) How to Plan and ExecuteStrategy. McGraw-Hill.,Maidenhead.

Storey,C., &amp Hughes, M. (2013). The relative impact of culture,strategic orientation and capability on new service developmentperformance.&nbspEuropeanJournal of Marketing,&nbsp47(5/6),833-856.

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Yip,W. Y., Ng, A. H. H., &amp Lau, D. H. C. (2012). Employeeparticipation: Success factor of knowledge management.&nbspInternationalJournal of Information and Education Technology,&nbsp323,262-264.