report about google final

report about google final - Google Creativity Tools and...

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Google Creativity Tools and Innovation Management REPORT Leadership and Innovation
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Table of Contents 2
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Introduction Google has not been a traditional company from the very beginning of its creation. It was founded by two Stanford university graduates Larry Page and Sergey Bin in a rented garage with a mission of “organizing the world’s information to make it universally accessible and useful” (Anon, 2008). From the start Google has had an opportunity to establish the way of doing business that they want. Now it is famous for its extraordinary products, offices and management tools. By examining module materials, various journal articles and additional literature the report compares and contrasts different creativity tools and management of innovation at Google. Furthermore, the critical evaluation of similarities and differences is presented and followed by some recommendations. The first part of the report covers Google’s creativity tools. The following section discusses the innovation management techniques and the third part presents critical evaluation of the first two sections. Finally, two recommendations for Google’s innovation management and its use of creativity tools are proposed. 1. Creativity tools Google has been using a palette of various creativity tools. As it is the easiest and one of the oldest methods – brainstorming is also used by Google as well as 3M, Toyota, Apple, J.P. Morgan and many other diverse companies. Apart from using classic brainstorming technique, Google also employs more innovative ones. For example, module materials define it as a collective notebook method (Wk 5 lecture) which in Google takes a form of ideas mailing list where everyone can note their ideas for new products, services and modifications (Iyer, Davenport, 2008, 67). Moreover, Google gives an opportunity for its users to help the company in the brainstorming process “Google’s launched a new Google Product Ideas blog as well as a Product Ideas for Google Mobile site where users can submit feature and product ideas and vote on others” (Carlson, 2008). This has not been done neither in 3M nor in Toyota, which means that Google has more sources of thoughts and ideas. 3
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Another creativity tool that makes Google a unique company is its exploitation of data and figures. In other words, Google makes decisions about its new products and any changes on its web pages based on facts and data. Employees use mainly the White Hat (Wk 5 Lecture) when giving presentations about new products to the managers and do not look from other perspectives (Iyer, Davenport, 2008, 66). Although theory suggests that all six thinking hats should be used (Wk 5 lecture), Google successfully thrives leaning only on the white hat. One of Google’s most famous nine points about innovation is that they “morph ideas, don’t kill
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report about google final - Google Creativity Tools and...

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