Case Study Background & Questions

Case Study Background & Questions

Read carefully the case information on Google

which is contained in the following two sources:
1.    Johnson G, Whittington R, & Scholes K

(2011) Exploring Strategy, 9th edition, FT

Prentice Hall, Chapter 12 Strategic Development

Processes, page 426-428:  Google: who drives the

strategy?
2.    Grant R (2013) Contemporary Strategy

Analysis, 8th edition, John Wiley & Sons Ltd,

Case Study 20 available online: Google Inc.:

What’s the Corporate Strategy?
Both sources cover the strategic development of

Google from start-up, to stock market listing

(IPO), to market dominance in internet search.

Source 2 finishes in early 2012 and updates

developments beyond the end date of source 1

(2010). For example, we see in source 2 how

Larry Page, one of the founders, replaces Eric

Schmidt as CEO in 2011. Schmidt took up the post

of Chairman of the company and would continue to

act as an advisor to the founders, Larry Page

and Sergey Brin.
Both sources provide insights into the

leadership and  management practices within

Google. Source 1 places more emphasis on how

this approach affects the strategic decision-

making process whereas source 2 explores the

content of its strategy, questioning its

corporate level strategy and how it relates to

its strategic direction and mission
Questions.
1.    Using the Ashridge Sense of Mission Model

as a theoretical framework, analyse the case

evidence on whether Google has achieved a sense

of mission through its existing leadership.

2.    In a famous interview Eric Schmidt

Executive Chairman of Google stated that “We

don’t really have a five-year plan.”
Based on this statement, critically discuss

Google’s approach to strategic decision-making

and consider to what extent you think their

approach is transferable to organisations in

other industry contexts.
Guidance Notes
You should note that case analysis is not a

conceptual explanation or discussion but the

application of concepts and frameworks to

interpret the case information, analyse key

events and statements, and reach evaluative

judgements. In developing your analysis and

arguments, you should use supporting evidence

from the information contained in the case

studies.
Your answers must only be derived from the

information on Google contained in the two case

study sources listed above.  You are not

required to consult other sources on Google or

go beyond the end date of the second case study.

As a result you should not include references on

Google from the internet or other sources.
In terms of presentation, introduce each

question indicating how you will structure your

answer and conclude each answer with reference

to your preceding arguments and the task

required by the question. Do not present your

answer in rigid report format but you may wish

to divide your answer into sections which

reflect the major elements of your analysis
Remember, in writing your solution to the

questions you must not describe what the case

says but use the concepts to analyse the

information and use the evidence/facts in the

case to support your analysis.

Question 1 asks you to discuss the mission and

leadership approach at Google in order to

evaluate how it achieves a sense of mission. The

question specifically asks you to use the

Ashridge Sense of Mission model. The elements of

strategic leadership and the differences between

transactional and transformational approaches

are included and you should be able to relate

these to the innovative context at Google.

Specifically you should apply and discuss the

four elements of mission (Ashridge model) to

Google. When considering purpose and strategy,

you should evaluate the issues raised in case

source 2 on questions surrounding Google’s

corporate level strategy and “identity”.  In

doing this avoid being overly descriptive of the

content of Google’s strategy . develop arguments

and, if necessary, include supporting details in

appendices. You must also address the central

issue in the question of how the fifth element,

a sense of mission, is achieved through the

alignment of the employees’ personal values with

those of the organisation. In doing this,

consider the role played by the leadership and

management approach at Google to integrate the

elements of mission, especially the behavioural

standards and values of the organisation, with

those of the employee.

To answer question 2 you will draw on your

learning on strategic decision-making and your

prescribed reading from Johnson et al, (2011)

chapter 12.You will need to examine the

leadership of the company based on both cases

and how decisions are taken then relate these to

the major approaches, especially planned and

incremental, to develop arguments and reach

conclusions on how strategic decision-making is

practised in Google. Once you have identified

its approach with supporting evidence, you

should discuss the advantages and disadvantages

of this approach as part of your critical

assessment. To consider whether their approach

is transferable you will need to discuss the

extent to which it is contextually specific to

Google.
Structure
Please remember to structure your essay

appropriate. You should use headings – and

include an introduction, main body and

conclusion/recommendations sections.
Presentation of analysis, use of   appropriate

concepts, and depth of understanding of the

issues raised in the case. (10%)
Evaluation   of Google’s mission and how it

achieves a sense of mission through its

approach to leadership and management. (35%)
Critically   assessment of Google’s approach to

strategic decision-making practised at   Google

and its potential transferability to other

organisations. (35%)
Ability to reach   coherent and logical

arguments from the analysis, supported by case

evidence.  (20%)

 
 
 
 
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