business report - management & change (google)

8/8/2019 Business Report - Management & Change (Google)

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H I G H E R S C H O O LC E R T I F I C A T E

- B U S I N E S S S T U D I E S -- G O O G L E I N C O R P O R A T E D B U S I N E S S --REPORT MANAGEMENT & CHANGE-

CHANGES IN TECHNOLOGY; PRIVACY LAWS & ACTS

C A L L A G H A N C O L L E G E J E S M O N D S E N I O R C A M P U S

- T I M O T H Y R O B I N S O N -

- Y E A R 1 2 H I G H E R S C H O O L C E R T I F I C A T E B U S I N E S S S T U D I E S -

- 2 0 1 0 -


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T H E W R I T T E N R E P O R TGOOGLE INCORPORATED BUSINESS REPORT MANAGEMENT & CHANGE

E X E C U T I V E S U M M A R Y

Company Name:Google Incorporated

(Shortened to Google Inc. and also commonly known just asGoogle)

Company Founded:September 4th, 1998

Challenge Being Faced:Changes in Technology; Privacy Laws & Acts

Operating as a competitive form of Internet Search with Yahoo!, Ask.com, Dogpile.comand other Search Engines, Google has always been working on technology that can improve onexisting ways of doing business.

Google provides a vast variety of typical services and specialized tools for advertisers, amateurs,organizations and even schools of all sizes to publish the required piece from simple text ads todisplay and mobile advertising, and to publishers. These are the typical programs which make up theprimary backbone of the well established Google company as known today.

The current Challenge that shall be discussed in this Business Report is the Changes inTechnology; Privacy Laws & Acts. In addition, the strategy that has been used by Google to helpreduce or minimize the costly detrimental effects is to pull out and remove itself away from theproblem i.e. Google vs. China.

Target Markets:For Google, the Target Market is the established business advertisers. They have developed

viral marketing and have attracted the attention of all sources of media for promotions both paid andfree. This has thus provided them with top dollar revenue.

T H E M A J O R B U S I N E S S C H A L L E N G E

Google Inc. has to face many challenges andproblems, and sometimes resolving them can comeat a cost, involving millions of dollars and evensometimes billions of dollars. This problem hasrevealed to be a Legal Problem.

Google Inc. has faced a legal problem ofChanges in Technology. Its main problem is withthe major issue being its Privacy Laws & Acts,which can also affect the economy.

In 2010, Google updated its homepage with a brighter logo


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These Privacy Acts & Laws are as follows, in a simple table form:

Privacy Law & Act(Key Layout)

Details/Definition of Privacy Law & Act(Basic & Simplified)

1. Your relationship withGoogle

Your use of Googles products, software, services and web sites is subject to theterms of a legal agreement between you and Google.

2. Accepting the Terms In order to use the Services, you must first agree to the Terms.

3. Language of the Terms

Where Google has provided you with a translation of the English language versionof the Terms, then you agree that the translation is provided for your convenienceonly and that the English language versions of the Terms will govern yourrelationship with Google.

4. Provision of the Servicesby Google

Google has subsidiaries and affiliated legal entities around the world.

5. Use of the Services byyou

You may be required to provide information about yourself as part of theregistration process for the Service, or as part of your continued use of the Services.

6. Your passwords andaccount security

You agree and understand that you are responsible for maintaining theconfidentiality ofpasswords associated with any account you use.

7. Privacy and your personalinformation

For information about Googles data protection practices, please read Googlesprivacypolicy at http://www.google.com/privacy.html.

8. Content in the ServicesYou understand that all information which you may have access to as part of, orthrough your use of the Services are the sole responsibility of the person from

which such content originated.

9. Proprietary rightsYou agree that Google own all legal right, title and interest in and to the Services,including any intellectual property rights which subsist in the Services.

10. License from GoogleGoogle gives you a personal, worldwide, royalty-free, non-assignable and non-exclusive license to use the software provided to you by Google as part of theServices as provided to you by Google.

11. Content license fromyou

By submitting, posting or displaying the content you give Google a perpetual,irrevocable, worldwide, royalty-free, and non-exclusive license to reproduce,modify, publiclyperform, publicly display and distribute any Content which you

submit, post or display on or through, the Services.

12. Software updatesThe Software which you use may automatically download and install updates fromtime to time from Google. These updates are designed to improve, enhance andfurther develop the Services and may take the form of bug fixes.

13. Ending your relationshipwith Google

If you want to terminate your legal agreement with Google, you may do so. Yournotice should be sent, in writing, to Googles address.

14. Exclusion of WarrantiesJurisdictions dont allow the exclusion of conditions or the limitation orexclusion of liability for loss or damage caused by negligence, breach ofcontract or breach of implied terms, or incidental or consequential damages.

15. Limitation of Liability You expressively understand and agree that Google shall not be liable to you

16. Copyright and trademarkpolicies

It is Googles policy to respond to notices of alleged copyright infringement thatcomply with applicable international intellectual property law

17. AdvertisementsSome of the Services are supported by advertising revenue and may display

advertisements and promotions.18. Other content The Services may include hyperlinks to other web sites or content or resources.

19. Changes to the Terms Google makes changes to Universal Terms or Additional Terms from time to time.

20. General legal termsSometimes when you use the Services, you may use a service or download a pieceof software, or purchase goods, which are provided by another person or company.

Source: http://www.google.com/accounts/TOS


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Primarily, the keyproblem that shall be discussed in this Business Report will be thePrivacy of Google [P1]and what its plans or steps/precautions are to help minimize or evencompletely fix them.

D E T A I L S O F T H E B U S I N E S S G O O G L E I N C O R P O R A T E D

Google Incorporated is a multinational public corporation invested in Internet search, cloudcomputing, and advertising technologies. Google hosts and develops a number of Internet-basedservices and products, and generates profit primarily from advertising through its AdWordsprogram.

Google Incorporateds rapid growth since its incorporation has triggered a chain ofproducts,acquisitions, and partnerships beyond the company's core search engine. The company offers onlineproductivity software, such as its Gmail e-mail software, and social networking tools, Orkut, andGoogle Buzz.

B U S I N E S S S T R A T E G Y T O M A N A G E C H A N G E

Such a Business Strategy to help manage the change within Google Inc. is about itsPrivacy Issues with the Technology it offers and features. Google is all about giving everydayStakeholders to view and have access to the worlds information. Googles 2009 MissionStatement backs this up, in a short, simple, but effective slogan; Dont Be Evil.

This saying is to reduce the level/amount of information that is available for people to puton and upload to the Internet. The level of Technology within the Privacy issues can alter andchange (Government Change and Legal Change) causingproblems such as:

Laws & Acts between mutual countries, andCountries who cant come to an agreement Broken Treaties

Name of Company Google IncorporatedStructure of Business Public: (NASDAQ: GOOG, FWB: GGQ1)

Details of Business

Google Incorporated is a multinational Public Corporation invested in:

Internet Search

Cloud Computing, and,

Advertising Technologies

Objectives of Business

Some say that one of Googles objectives is to have dominance of the InternetWorld. Clearly, this is not to be the truth.

Google Incorporated wishes to:

Have an improved infrastructure to make their engineers more productive

Be the best in search

Push their communities and content, and,

Improve existingproducts and launch new ones

Increase Shares, Stocks and Company/Personal Profits within a time frameof 5 years (long-term planning)


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Google Incorporated wishes to pull out of the Mass Market with China and theirGovernment, as for quite a while now; they have not been able to come to an agreement intheir Contract.

[The Extract below gives more detail and insight to this]

R E S I S T A N C E T O T H E C H A N G E O F T H E B U S I N E S S

Those Who Are in Favor of the Change:Resistance to Change can alter the many changing factors of the Business. Those in favor

of this change to the Business, depending on size and majority of the voters would be, forexample the Stakeholders, Public Users, etc. This reason for the change to be in favor isbecause Stakeholders would receive more users, more money and to have a better relationshipwith the Public Users.

The Public Users would be greatly thankful as they can better protect their Computer,Software, and any other personal information that they do on the Computer.

Those Who Are Not in Favor of the Change:Large Companies that largely rely on Internet Usage/Searches/Stock Market, etc, would

certainly not be happy with the changes in Privacy and Laws, because new laws and re-trainingof Staff would need to be introduced to successfully operate the new software, which enablesthe blocking, and Privacy of the Computer Network.

Investors who are in the Company could cause a resistance to the change that is going on within the Business, as it may affect the way of their Business, Costs, Resources andProduct/Consumer Availability.

EXTRACT 1: Privacy Laws in Certain Countries:i.e. China

E.g. The recent disagreement between Chinaand Google Inc.has caused Google Inc. to pull out and move away fromChina, because of Privacy Laws and Issues from China, whohave since placed a Firewall by the Government. ThisFirewall, also known as The Great Firewall ofChinais verymuch so able, by the Chinese Government to block andunblock websites to either restrict or maximize the Search

Availability into China from Internet/Google Users. Prickly Thought: Google vs. China

Source: http://www.net-security.org/secworld.php?id=9062

In December 2009, Google's CEO, Eric Schmidt, after the recent privacy concerns withGoogle:

"If you have something that you don't want anyone to know, maybe you shouldn't be

doing it in the first place. If you really need that kind of privacy, the reality is that searchengines - including Google - do retain this information for some time information couldbe made available to the authorities."

Source: http://en.wikipedia.org/wiki/Criticism_of_Google


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E V A L U A T I O N O F S T R A T E G Y

The overall analysis of this here Business Report of Google Incorporated and itsStrategy to effectively and efficiently Manage the Change/s that need to be complete, inrespect to the Positive and Negative Conclusions are of a good idea/result.

If there is a change in any system, with either Google Incorporated or the ChineseGovernment, it will not be a short-term change. If, and when there is a shift in either of thePartners (Google Incorporated and China), it would be a consequence of a long-term effect.

What is Positive About the Strategy? What is Negative About the Strategy?Easy draw back (withdrawal) fromarguing Countries with minimalcosts involved from it

Costs involved for removal of Googlein China (and other non-mutualcountries

A very large percentage of Google& its Company Employees will behappy about the change andenforcements that have been made

Loss of Possible Job Vacancies inChina Would need a Chinese GoogleHead Quarters

No need for Lawyers and CourtCases if it went on further to allowthe changes

China Almost 1/3 of the Internetusing World

Stakeholders Opportunity gain Stakeholders Opportunity loss


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B I B L I O G R A P H Y

-Websites & Information-Google Wikipedia; Search Google:http://en.wikipedia.org/wiki/Google - Used with Target Markets, Details of the Business

Google Google Search Google vs. China:http://www.net-security.org/secworld.php?id=9062 Used in Resistance to Change of theBusiness: Google vs. China Topic

Google Google Search Business Overview of Google:http://blogoscoped.com/archive/2006-10-26-n80.html - Used in Business O verview ofGoogle

Google Google Search Google vs. China Key People:http://en.wikipedia.org/wiki/Criticism_of_Google - Used in Resistance to Change of theBusiness: Google vs. China Topic about Eric Schmidt and recent Privacy Issues

-Pictures & Logos-

Timothy Robinson - McCallums Laptop My Pictures (Sourced: From Google):C:\Users\Timothy\Pictures\Pictures (My Laptop) Used as main Title Logo

Google Google Search Google Logo:http://upload.wikimedia.org/wikipedia/en/9/96/Google_web_search.png- Used in MajorBusiness Challenge Edited & Cropped

Google Google Search Google vs. China:http://www.net-security.org/secworld.php?id=9062 Used in Resistance to Change: Googlevs. China Topic

Google Google Search Google Privacy Conditions:http://www.google.com/accounts/TOS - Used in the Google Privacy Laws & Acts table

-People & Primary Sources-

Timothy Robinson McCallum:Laptop

Trudy Lawson (Callaghan College Jesmond Senior Campus Business StudiesTeacher):Callaghan College Jesmond Senior Campus Gave much information and knowledge towardsthe Business Studies Report

Raymond Robinson (Father):

Gave great detail and background knowledge on Business information and strategies towardsthe Business Studies Report

Jordan McCallum (Brother Senior Customer Support Officer, Chief Fire/First AidWarden and Assistant Manager at The ORS Group):http://www.orsgroup.com.au/ Gave information about Businesses and also muchinformation and knowledge towards the Business Studies Report


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________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Name: Mark: /20

Marking Criteria Mark

Presents a comprehensive, well structured, logical report whichincorporates appropriate Business Terminology and conceptsUses and integrates a Case Study, in depth, throughout the response

with appropriate referencingAnalyses in depth, a Major Challenge facing Management in todaysGlobal EnvironmentProvides comprehensive detail on Reasons For Resistance toChange with clear reference to the conflict of interestComprehensively evaluates the effectiveness of the strategy used

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Presents a comprehensive, structured report which incorporatesBusiness Terminology and conceptsUses a Case Study, in depth, throughout the response withappropriate referencing

Analyses a Major Challenge facing Management in todays Global

EnvironmentProvides adequate detail on Reasons For Resistance to Change withclear reference to the conflict of interestEvaluates the effectiveness of the strategy used

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Presents a structured report which incorporates appropriate BusinessTerminology and conceptsProvides Business examples with an attempt at referencingDescribes a Major Challenge facing Management in todays GlobalEnvironmentProvides general detail on Reasons For Resistance to Change from a

variety of Stakeholders with limited discussion of conflict of interestComprehensively evaluates the effectiveness of the strategy used

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Presents a structured report which incorporates some Business

Terminology and conceptsRefers to minimal Business examplesOutlines a Major Challenge facing Management in todays GlobalEnvironmentProvides limited detail on Reasons For Resistance to Change from a

variety of Stakeholders with some reference of conflict of interestRefers to the effectiveness of the strategy used

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Presents a poorly structured report with little use of BusinessTerminology and conceptsLittle or no reference to Business examplesNo Bibliography or referencingIdentifies a Major Challenge facing Management with minimal or nodescriptionProvides little detail on Reasons For Resistance to Change from a

variety of Stakeholders with no reference to conflict of interestNo judgment made of the effectiveness of the strategy used

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business report - management & change (google)

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