The Google way how one company is revolutionizing management as we know it 1st Edition by Bernard Girard 1593272375 9781593272371

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ISBN 10: 1593272375 

ISBN 13: 9781593272371

Author: Bernard Girard

Shortly after World War I, Ford and GM created the large modern corporation, with its financial and statistical controls, mass production, and assembly lines. In the 1980s, Toyota stood out for combining quality with continuous refinement. Today, Google is reinventing business yet again—the way we work, how organizations are controlled, and how employees are managed. Management consultant Bernard Girard has been analyzing Google since its founding in 1998, and now in The Google Way, he explores Google’s innovations in depth—many of which are far removed from the best practices taught at the top business schools. As you read, you’ll see how much of Google’s success is due to its focus on users and automation. You’ll also learn how eCommerce has profoundly changed the relationship between businesses and their customers, for the first time giving customers an important role to play in a major corporation’s growth. Finally, Girard speculates about the limits of Google’s business model and discusses the challenges it will face as it continues to grow. Google’s culture is one of innovation. Why not make that spirit of innovation your own?

Table of contents:

I. An Unorthodox Corporate Saga
1. REBELS WITH A CAUSE
Direct Heirs of Artificial Intelligence
The Invention of Page Ranking
An Environment for Innovation
Job Mobility and the Exchange of Ideas
A Short Leash
Winning Independence
What About the Rest of Us?

2. THE GOOGLE ECONOMIC MODEL
Google Is Free, But …
Two-Sided Markets
The Cost-per-Click Advertising Model
The Power of Minimalist Ads
Ads That Inform Rather Than Persuade
Automating Ads Reduces Overhead, Not Confidence
Competitive Bidding
No Content, No Portal
How to Keep Channel Surfers
The Double Long Tail

II. A Formula 1 Engine
3. THREE ICONOCLASTS AT THE TOP
A Triumvirate That Works ( Against All Odds )
How Can Google’s Triumvirate Continue to Succeed?

4. RECRUITING THE BEST
Why the Very Best?
A Recruitment Factory
Evaluating Technical Expertise

5. THE 20 PERCENT RULE

6. COWORKERS ARE THE BEST JUDGES
The Power of Reputation
A Tool for Quality Control

7. AN INNOVATION MACHINE
Don’t Formalize Research
Innovation Is Everybody’s Business
Look for Ideas Where They Are
Acquire
Release Early and Often (or, How to Involve Users in the Development Process)
An Innovation Machine That Pays Off

8. LIKE A SWISS ARMY KNIFE
Earlier Product Strategies
Consider Microsoft
The Google Swiss Army Knife
Is Google Lacking Direction?
The Online Swiss Army Knife: An Internet Operating System

9. FOR THE LOVE OF MATH AND MEASUREMENT
Real-Time Data Analysis
Numbers Are Key
Mathematics and Management

10. KEEP THE TEAMS SMALL
Fight the Bureaucracy
Small Teams Facilitate Innovation
Small Teams Are Efficient
It’s Not Just the Size

11. COORDINATION THROUGH TECHNOLOGY
The Technology of Shared Information
Moma: Abundant Information
Blogs at Work
A New Role for Management

12. THE SECRET IS IN THE FACTORY
A Limitation Becomes an Asset
Redundancy
Powerful Production Equipment
Use Existing Infrastructure

III. Put Users First; the Rest Will Follow
13. AUTOMATING SALES AND USER RELATIONSHIPS
Eliminating Conflicts Between Sales and Marketing Departments
Understanding User Behaviors
But Where Did My Sales Rep Go?

14. Putting Users in Charge
Online Communities: A New Force
Communities Serving the Company
The Rogers Diffusion Model
The Bass Diffusion Model
Enhancements to the Product Adoption Models
Watching Every Minute
A Genuine Influence
Reputation as a Motivating Force
The New Stakeholders

IV. Challenges and Risks
15. IS GOOGLE’S GROWTH SUSTAINABLE?
The Growth of Search
The Online Advertising Market
New Competitors with Different Economic Models
Click Fraud and Spam
Confidence and Privacy Concerns
Will Copyright Concerns Slow Google’s Growth?
Cultural Globalization and Resistance
Corporate Data: A Comeback for Microsoft?
Net Neutrality
Management: Overcoming Complexity

16. CAN GOOGLE EVADE CONFORMITY?
The Danger of Free
Organized Chaos and Bureaucratic Temptation
When the Innovation Machine Sputters
Products That Work Are Sticky
Human Resources: The Other Side of the Coin

17. A Look Ahead
Less Innovation Results in Less Competition
The Impact on the Advertising Market
The Rise of eCommerce
Traffic Is Not Revenue
Recessions: A Time to Reorganize
Recessions: An Opportunity to Streamline
Management: A Recession-Proof Model?
Google Post-Recession: Stronger but More Cautious

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