Сompanies, which are selected for analysis: Google Inc. and Yahoo! Inc.
Google Inc.
The rapid development of Internet technologies has created conditions for more active development of the Internet a source of information. The most successful and largest project in the field of Internet search afterwards became the Internet giant Google - information search service in the world's largest global network.
Сorporate culture of Google Inc. - one of the most successful in the world, characterized by its innovation and democratic. That is why this company for many years holds the first place in the list of employers, including those in the last year according to Fortune (2016).
There are three unwritten rules in Google Inc., that in fantastic way affect the efficiency of work: the constant communication with colleagues, the full democracy in expression of thoughts and ideas of employees, company encourages its staff to display the initiative to make their own decisions.
But most importantly, that Google views its employees as the best value.
Google's hiring policy is non-discriminatory and it helps to create a team that reflects the interests and preferences of the Google search engine users worldwide. Cultural diversity is also useful in decision-making process: When all think alike, one can hardly expect any progress (Rodriguez R., 2006, pp. 56-61).
The company adheres to the principle that money can be made without causing harm.
Google Inc. in its work is guided by a policy that is based on the following principles, developed by the company during the work:
Focus on providing the user.
It is better to do one thing, but doing it very well. Google is looking for and organizes the world's largest research groups focused exclusively on solving problems related to the search.
Quickly - it is better than slow. Google believes strongly in that instant gratification. Until now, Google continues to work on in order to search carried out faster and faster.
There are no boundaries to searching for an information. Google's mission - to facilitate access to information for all.
You can be serious without a tie. Google founders have often stated that the only thing that the company is not serious - it searched.
You can make money without doing evil.
Democracy on the web works.
There’s always more information out there.
Great just isn’t good enough.
You don’t need to be at your desk to need an answer. (Page L., Brin S.)
Google Inc. has a matrix structure, which is effective in a rapidly changing external environment. It is an amalgamation of the two types of structures: vertical control line and functional managers and horizontal management of individual projects or business units.
During the above it can be said that managers are paying the most attention to motivational management function. Google is increasingly expanding so they need to pay more attention to the control function. However, thanks to the existing organizational system Google has a leading position in the market.
In order to analyze advantages and disadvantages it will be convenient to use a SWOT analysis.
Тable 1
SWOT-analysis of Google Inc.
So, based on the data of table of SWOT analysis, it can be said that Google is a strong leader in its market.
Yahoo! Inc.
Yahoo! Inc. (YHOO) - the American company, which owns the world's second most popular search engine and provides a number of services, joint Internet portal Yahoo! Directory; Portal includes the popular e-mail service Yahoo Mail, one of the oldest and most popular on the Internet.
Cultural traditions of high-tech companies, who grew up in Silicon Valley, often based on the ideas of employees and their ability to implement them, and not on what to wear in the workplace. The lack of traditional business suits became the hallmark of the corporate culture of hi-tech and caused a tendency to wear casual clothes in offices across the country (Vlamis A., Smith B., 2000).
In the corporate consciousness of Yahoo! from the beginning has been installed on the denial of the traditional corporate structure and management levels. Hierarchy is completely absent. Is controlled by the policy of the distribution functions, encouraging the creative initiative of the working groups, aimed at achieving production goals. Team members work when they want, decide how they will work, and often choose and place of work (Vlamis A. and Smith B., 2000).
When in 2001, affairs in Yahoo! Inc. did not go as hoped, the new CEO Terry Semel quickly and harshly imposed a conservative corporate culture. The order came instead of the spontaneity, instead of the free brainstorming in decision-making has come a formal analysis and stringent checks. The adoption of new ideas is going on a special board and the most profitable options are selected on the basis of business plans (Kotler P., Keller K. L. 2006).
In 2012 when Marissa Mayer was appointed as president and new CEO of the company, rules of the management of the company became even more tightened. Marissa Mayer has imposed a ban on remote working for staff. Incentives for quality work became less.
Based on the foregoing, it can be said that the company's managers are paying more attention to functions such as the organization of management and control, but the motivation of employees is quite weak and even can’t be compared with the incentive policy of the Google Inc. Managers of Yahoo! Inc. need to pay due attention to improving the incentives for employees, allowing them to feel their high value in the company.
For more detailed analysis, it will be convenient to use a SWOT method.
Тable 2
SWOT-analysis of Yahoo.
So, based on the data of table of SWOT analysis, it can be said that Yahoo is necessary to overcome many difficulties to restore its influence in the market.
References
Kotler P., Keller K. L. (2006). Marketing Management. New Jersey: Prentice Hall.
Page L., Brin S. Ten things we know to be true. Google Company. Retrieved from https://www.google.com/intl/ru_ua/about/company/philosophy/
Patrick H. A., Kumar V. R. (2012). Managing Workplace Diversity: Issues and Challenges. Sage Journals, April-June, 4-5. doi: 10.1177/2158244012444615
Rodriguez R. (2006). Diversity finds its place. HR Magazine, 51, 56-61.
Vlamis A., Smith B. (2000). Business the Yahoo!: Secrets of the World's Most Popular Internet. Capstone.
100 Best Companies to Work For (2016). Retrieved from http://fortune.com/best-companies/
