Google Inc. Case Analysis

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1. Introduction
Google Inc. is an American company established on September 4th 1998 which provides internet-related services [1]. The company started off with a workstation in a parking space [2] and has grown to be the world’s second most innovative company [3], hiring more than 61,000 staffs [1] in over 40 countries around the world [4]. On August 19th 2004, an Initial Public Offering (IPO) took place on Wall Street [5] which led to the relocation of Google’s headquarters to Googleplex, Mountain View, California [2].

2. Resource Analysis
2.1 Knowledge and Information
The success of Google is mainly due to its founders, Sergey Brin and Lawrence E. Page, who met at Stanford University in the summer of 1995. Brin graduated in computer science
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Its highest valued trademark, “Google”, is approximated to be $44B in 2011 by Forbes, which is 27% of the business’s value [10]. Figure 1 shows the evolution of Google logo.

Figure 1 Evolution of Google logo since the initial logo [8].

2.2.2 Patents
One of the most remarkable event that occurred relating to patents is the acquisition of Motorola Mobility by Google, in which it acquired over 20,000 mobile phone patents and became a threat to Samsung [9]. There are other patents that Google currently is attempting to procure, three of them are onsite and offsite search ranking results, utilising structured data for search result deduplication and rich content for enquiry answers [10].

2.2.3 Confidential Information
The most important intellectual property has is its confidential information, which is the secret behind the success of its company and its ability to be innovative and keeping up with trends that are running among its target customers.

2.3 Key
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Page, Eric Schmidt and Sundar Pichai. Brin and Page developed Google’s search engine which utilised links to establish the rank of webpages. Page is Google’s CEO [5] while Brin is the president of Google’s parent company, Alphabet Inc [11]. He also serves as the director of special projects in which he is responsible for a few of Google’s advanced projects such as Google Glass spectacles [12] and a network of balloons to support the access to Internet in developing countries [11]. Pichai started working for Google in 2004 and took control of the management and innovations departments which invented Chrome and Google Drive as well as the unit which improved Google Maps and Gmail [12]. He was therefore promoted as the CEO during the reorganisation of the company as the founders saw his talent and commitment [13].

2.4 Physical Resources
Unlike other companies such as manufacturing companies which need a vast investment in physical resources, the physical resources of Google are mainly offices equipped with technologically advanced equipment for the usage of their employees to ensure the smooth operation of Google’s webpage. The office desktops are installed with Linux operating systems for data storage [14].

2.5

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