The Universum Communications Talent Attraction Commerce Essay


In 1998, Larry Page and Sergey Brin established Google, originating from a misspelling of the mathematic word "googol" which means the search engine will provide large quantities of information for people. Nowadays, Google Inc is growing from a small size company to an American multinational corporation that provides Internet-related products and services including internet engine, software, cloud computing and advertising technologies. Google's main products and services include advertising, search engine, productivity tools and enterprise products (Aaron Goldman, 2010). First, in 2011, 96% of Google's revenue was benefited from its advertising programs. Since Google acquired DoubleClick in 2007, by using this technology it can determine users' interests and target advertisements. Later, Google launched a new website called Demo Slam to advertise its own products. With these innovative ideas and technologies, Google achieves great success on advertisement. Second, according to Chitika's research(2012) about percentage of search engine market share stated that Google still remains the first position of the search engine market in United States accounted for 72.1%, followed by Bing's 16.5%. Despite its standard web search services, Google has launched over the years a number of online productivity tools. Android operating system is another software technology that successfully developed by Google and world's most widely used smartphone platform. Moreover, Gmail, google talk, google maps and all other applications provide the users with excellent experience of convenient daily life. Last, Google joined the enterprise market in February 2002 with the launch of its Google Search Appliance, targeted toward providing search technology for larger organizations. A few years later, Google designed another software names Google Apps which is specially aimed at different aspects such as business, government or education.

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Google Inc entered the enterprise market and is becoming entrepreneurial. But how can we understand an entrepreneurial corporation better? Jim Blasingame(2003) called 21st century as " the century of the entrepreneur". Webster dictionary explains entrepreneur is anyone who assumes the risks of business for the sake of profit. A society is prosperous only to the degree to which it rewards and encourages entrepreneurial activity because it is the entrepreneurs and their activities that are the critical determinant of the level of success, prosperity, growth and opportunity in any economy. Therefore, the most dynamic societies in the world are the ones that have the most entrepreneurs, plus the economic and legal structure to encourage and motivate entrepreneurs to greater activities. However, entrepreneur not only plays a significant role in society but also in an organisation. Extraordinary entrepreneurs are unique for organisations because they are capable of bringing together the money, raw materials, manufacturing facilities, skilled labor and land or buildings required to produce a product or service. They are also able to arrange the marketing, sales and distribution of that product or service. Their personalities, capability and ideas directly determine corporations' strategies, culture and future(Brian,2005). And an entrepreneurial organisation is leaded by entrepreneur and structured so that its members are given the information and tools necessary to allow each to pursue solutions and take advantage of opportunities at their level, based on the stated objectives of the organisation. And where an atmosphere exists that encourages individual initiative, and mistakes and failures that occur in the process of taking initiative are actually viewed as progress in the personal and organisational quest for excellence. Unfortunately many organisations have not yet made the transition from the dominator management model to the partnership model, the latter of which is essential to creating an entrepreneurial environment. The challenge for owners and managers is to make the conversion without creating a casualty list.

According to Jim Blasingame(2003), an entrepreneurial organisation is effected by four main elements:technology, market place, culture and economics. I will evaluate these four elements with the example of Google to understand why Google can be defined an entrepreneurial organisation and explain the benefits of entrepreneurial employees. First of all, compared to 30 years ago, most workers nowadays cannot finish their jobs without computers. Entrepreneurs are becoming more impatience with the capability we have, and hungry anticipation for the next level of capability. Capability empowers those in its possession. Every day employees gain more individual capability through technology, and they want to do more exciting things with that capability. That desire is the spark of entrepreneurialism that has more to do with wanting to take initiative and professional risks than it does with being an owner. Entrepreneurial organizations will thrive in an environment of emerging technologies. Google nurtures a culture by hiring talented people from all walks of life who believe in the ability of technology to change the world, and are as passionate about their lives as they are about their work. As entrepreneurial employees like Googlers, they significantly develop their own skills faster because they can express themselves and intellectual curiosity and diverse perspectives drive their policies, their work environment, their perks and their profits. One of the Google core value is: the need for information crosses all borders. (Bernard, 2009)

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Second, A Kaufman Center for Entrepreneurialism study showed that more people than ever before now consider business ownership positively, and that one in twelve employees in the U.S. are seriously considering starting a business because taking risks and initiative in the marketplace is exciting. These factors will drive organisations to make changes of their structure and culture. Entrepreneurial organisations provide employees with much more opportunities. Employees are flexible to choose projects and team members so that they would be more responsible and effective because they feel like they are taking an adventure on the one way but less risky on the other way and any mistakes or failure will be viewed as the process of organisational quest for excellence. Google's senior directors all have a creative list of "TOP100"(David,2008). In 2005, it has reached more than 250 ideas on the list. And engineers can choose their favorite project to do research after looking the list. Meanwhile, employee can form their work groups to finish the work. Moreover, Googlers are allowed to spend 20 percent of their work time on projects that interest them, things they are passionate about. Google's 20 percent time is a systemic expression of trust and belief in Googlers' creativity and innovative focus. Instead of detracting from the company's productivity, some of Google's best products, like gmail and Google maps, were 20-percent projects, started and nurtured by people with great passion and interest in their success. In Google, employees can get 100% equality and mutual respect, such as decorating their own office, requiring office share with CEO or put forward special requirements on Friday meeting.

Third, Our culture has made a major shift in its attitude toward how we work. Furthermore, more and more people prefer to work flexibly. Dan Pink(2002)estimated at his book that there may be as many as 25 million home-based businesses in the U.S.and he called them" free agent nation". Entrepreneurial organizations will be the ones that are prepared to incorporate multiple work venues into their daily operations. There is another core value of Google I like it very much: you do not have to be at your desk to need your answer. This value reflects that Google offers its employees flexibility and freedom to do their jobs. Ideas can come from customers, engineers, or from top-down strategic priorities. It follows, too, that everyone is expected to have ideas, to participate in the mission of serving customers. Google has set up systems in which people feel they can contribute and that their perspectives and ideas are valued.

Finally, employees would like to understand better on how an organization works from management's perspective. Every employee who has access to that perspective is a potential entrepreneurial employee looking for a home in an entrepreneurial organization. They seek a place where they can deliver value in their work in return for an opportunity to take initiative and be creative. Of course, they want equity. If an organisation cannot provide them with an entrepreneurial home they will seek elsewhere. So entrepreneurial employees are able to participate in management and understand their works better as employees and leaders have the same goals and those same goals can motivate employees to increase their productivity. It is very difficult for employees to launch a own business because of competition, money, potential risks and so on, therefore it is better to work for an entrepreneurial organisation to implement themselves ideas but getting more resources and help. Google has a policy that some excellent employees can receive company's stock shares as rewards. Actually, other large entrepreneurial organisations also implement this policy such as Windows, Apple.

To sum up, Google is a entrepreneurial organisation that flooded with diversity and opportunities, creation of freedom and independence, and equality and respect. Its greatest value is that it drives innovation and creativity throughout the organisation. I think a creative entrepreneur is the most important invisible asset to an organisation because her/his creative ideas can make a huge influence on organisation and its employees. Larry Page and Sergey Brin changed usual office type to a home place for employees, which helps employees express their ideas freely and solve problems fastly as in the networking business fast is better than slow. One of my worship persons, Steve Jobs(2011), ever said: Do you want to spend the rest of your life selling sugared water or do you want a chance to change the world? My answer definitely is a chance. I wish to join an innovative organisation to work with someone who is passionate both to their works and lives. I m the person with so many thoughts and ideas and I want these ideas to be going to come true someday. I believe there is no lazy employees, they just need some motivations. A lovely working place, a couple of passionate people and a informal organisation culture definitely can light the passion.

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