Expert answer:Impact of Impetus Change in Google Company

Expert answer:Students will learn to assess how an organization’s culture and strategy may impact the ability to consume and implement change, comprehend the different types of organizational structures, and how this may impact change initiatives. Students will understand how there are several influencing factors in how change is consumed by organizations. Assignment Steps Use the organization you chose in Week 1. Research the company’s culture. Provide a 700-word summary regarding your organization:Summarize your review and research.Display the characteristics displayed by your company’s abilities as a learning organization.Explain how your company’s culture and learning organizational abilities may support or detract from a change initiative. Include at least three peer reviewed references. Format your assignment consistent with APA guidelines.
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Running head: IMPETUS FOR CHANGE
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Impact of Impetus Change in Google Company
Stacy Northcutt
MGT/426 Managing Change in the Work Place
December 13, 2017
Key Smith
IMPETUS FOR CHANGE
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Abstract
The company of my choice is Google Inc. Google LLC is a company located in America
which is a multinational technology company. The reason why I chose this organization it’s
because I am familiar with it and is also known worldwide. It was a non-profit making in earlier
days, but today it is among the top companies. It has developed since it started selling its search
technologies to other sites thus becoming very successful. The company specializes in Internetrelated services and other products. The services include online advertisement technologies
which are; search, cloud computing, software and even hardware’s (Ormrod & Taylor, 2011).
The company was founded in 1988 by Larry Page with Sergey Brin. It was 2003 when the
company launched its Ad words program which allowed other people’s business to be advertised
when people search things on Google.com. This is where the company leaped from being the
popular searched tool to advertising Juggernaut. It is by 2008 that the company recorded to be
able to have generated $ 21 billion just in advertisement driven revenue alone.
Impetus change
When change is happening and requires innovations, it becomes inevitable until when it
will happen. The Google Adword model didn’t spring forth fully formed. The program was
iterated where most of its key concepts were borrowed. The program started being tested in 1999
so that Google could sell ads on a CMP basis which was the dominant ad model of the time. The
company didn’t use banner ads which were the dominant ad format of the time, but Google
decided to sell only unobtrusive text ads (Burke, 2008). The company decided to target those ads
that were based on search terms and kept ads separate from main search results. The
advertisement started appearing on Google.com in January 2000. The text ads were sold by a
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sales representative on CPM basis. During this time, there was no pay-per-click, self-serve and
even bidding. The program all that time didn’t generate any income. This is the founder Sergey
Brin said. There was no profit they were gaining from the program. Google wanted to give its
inventory to the largest banner ad business during that time which was called Double click. The
online ad banner later crushed in spring 2000. This is where Google introduced a self-serve
model for buying text ads. They got an idea from GoTo.com, but the company didn’t adopt
GoTo’s pay-per-click model.
In October 2000, it was the time the company introduced their change. The Adword was
introduced, and the announcement was made on the main page, “Have a credit card and 5
minutes? Get your ad on Google today.” This is how the first version of Adwords was
introduced. It sold ads on a CPM basis, and the program was successful. The second new version
of Adwords was introduced in February 2002. This change has brought great achievement to the
company. The leadership made a great change that was very successful.
Communication of the change
The communication of changing model was communicated internally. The CEO Mr.
Page and other Google leadership team had to address the change internally. It is known that
clear communication in any organization is the key to success. This is why the Google team had
to know the changes that will be made and why those changes will be made. This was to make
them see the larger vision. When the information is made in any organization is just more than
courtesy which provides a more needed answer to the top question in every Google employees
mind. When implementing any change in the company and its success, it is advisable to do what
Google did. They communicated with their employs and made them understand what it will look
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like when the company will succeed and the role they played in creating the program. They made
sure that even the employs benefit from the program to changes. The CEO Mr. Page succeeded
in communication because he was making a large effort being more open and communicative
especially during shareholders meetings. The trend in his open, transparency communication
with his leadership team and employs brought the Google organization company into alignment.
It succeeded even though the company was very big (Ormrod & Taylor, 2011). When the
leadership of the company tried to implement the change, there was fear, anxiety, and disruption
in the organization. It has become normal that for any change to be implemented, people fear to
lose their jobs. This was later successful and caused success in the company.
Leaders involved
The leaders who were involved included the CEO during that time who was also the
founder of Google Company Mr. Page. He involved the leading members of the Company who
were working there too. During their shareholder’s meetings, he would talk about it after
rejecting to adopt 25 more programs.
Change model
When in the market, it is hard to become a dominant player in any industry including
advertisements. It has been a tough business for Google before it could hold the premier position
it is known. When doing brand modeling, the leaders of the organization must have a clear, fully
articulated vision of the company so that the company can be successful. They have to solve the
resources so that the company vision becomes a reality. The reason why the company is very
successful is that it created and deployed innovative web tool and strategies (Deetz, Tracy &
Simpson, 2002). When the company had grown rapidly, but it was not moving any far more, they
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had to change the strategy. They had to lose their key quality that was appealing to the
customers. The company launched its Adword program in 2003. This allowed other companies
to advertise their business on the Google platform. Earlier before the company had taken this
idea to market; it was not making profits anymore. When this was introduced, they made a lot of
money onwards (Liu, 2011). The company was just a search engine, but they added the Adword
program. They later reported having made $ 21 billion that was driven by the program alone. The
change of this business model helped the company achieve what it has now. It is now ranked
among the richest companies in the world. This change made the company has also helped
people over the world. The program helps to attract more customers especially to people with
websites. Customers can also be targeted from different countries or region using Google ads.
This is because it reaches people at the right time.
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References
Liu, H. (2011). Market orientation and firm size: an empirical examination in UK
firms. European journal of marketing, 29(1), 57-71.
Ormrod, P., & Taylor, P. (2012). The impact of the change to International Accounting
Standards on debt covenants: a UK perspective. Accounting in Europe, 1(1), 71-94.
Deetz, S. A., Tracy, S. J., & Simpson, J. L. (2000). Communication and cultural change:
Leading 21st century businesses. London: SAGE.
Burke, W. W. (2008). Organization change: Theory and practice. Los Angeles: Sage
Publications.
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