The Google way: how one company is revolutionizing by Bernard Girard

By Bernard Girard

Almost immediately after global struggle I, Ford and GM created the big sleek company, with its monetary and statistical controls, mass construction, and meeting traces. within the Eighties, Toyota stood out for combining caliber with non-stop refinement. this present day, Google is reinventing enterprise but again—the approach we paintings, how companies are managed, and the way staff are managed.
Management advisor Bernard Girard has been studying Google due to the fact that its founding in 1998, and now in The Google Way, he explores Google's thoughts in depth—many of that are a ways faraway from the simplest practices taught on the best enterprise schools.
As you learn, you will see how a lot of Google's good fortune is because of its specialize in clients and automation. you will additionally learn the way eCommerce has profoundly replaced the connection among companies and their shoppers, for the 1st time giving buyers an enormous position to play in a tremendous corporation's progress. ultimately, Girard speculates in regards to the limits of Google's enterprise version and discusses the demanding situations it is going to face because it maintains to grow.
Google's tradition is one in all innovation. Why now not make that spirit of innovation your personal?

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Several market analysts, such as Nick Brien, CEO of Universal McCann, even predict a massive transfer of budgets. ”13 Recent statistics, as reported by TNS Media Intelligence, would seem to suggest confirmation of the transfer of advertising expenditures from traditional media to the Web, as shown in the table below. 5% Source: TNS Media Intelligence, 2008 Taken as a whole, we can see that Google could benefit from the long tail twice: First, with revenue from small advertisers; second, with increasing revenue from the major players striving to keep market share.

Instead of using traditional ascending bids, as practiced in auction houses, Google’s leaders chose a system in which the bidder states the maximum price he or she is ready to pay for a keyword. This price remains confidential, known only to Google. The sale is made to the person making the highest bid, but at the next highest price. The system encourages bidders to indicate the price they are actually ready to pay because keeping it secret from the seller offers no benefit; this system also prevents collusion because bids are confidential.

They’ve since been put to use by William Hambrecht, a well-known Silicon Valley financier whose previous investment bank had contributed to the financing of companies like Apple, Genentech, and Sybase. In 1999, Hambrecht sold his firm (Hambrecht & Quist) to Chase Manhattan Corporation. Through his new company, WR Hambrecht + Co, he began capitalizing companies with a Vickreyinspired method he termed OpenIPO, a transparent allusion to open source. His first client in 1999 was a vineyard, Ravenswood Winery.

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