Evaluate current innovative and creative management processes in an organization

Currently google has been the trend setter in terms of verity of online products that range from simple email services to complex cloud computing and high video streaming technology via “YouTube”. To be successful google not only needs to stay ahead of the market but also protect its brand through high barriers to entry. Google was previously much engaged on the development of BCG which was interlinked with their creativity, this later resulted in google being good at maintaining a creative level but not innovative enough. They were more focused in categorizing their products and their respective remedies rather than developing newer techniques to capture bigger market share.

Development:

In terms of profitability google has far exceeded its expectations with ~11 billion in gross earnings and had been world’s most valuable brand for 5 consecutive years till 2012. The critical success factor in this self-appraisal and evaluation was the development of their own management model.

Inside view:

The model included the following steps:

1 Dynamic Capabilities-

These are the company’s ability to adapt and reassess its internal and external environment to and implement the changes required accordingly.

2. Continuously changing environment: the ability, willingness & the focus required to change in a proactive manner with least amount of resistance.

3 a people centric approach: here google emphasizes that all employees must be given all the opportunities to express their creative work without any constraints, the idea is that creative though can be borne by anyone anywhere and should not be held back due to limited resources allocated.

4. An ambidextrous organization

This is rather a new concept developed where there is an equilibrium set between the controlling aspect and the innovation, this mix was formulated so each employee could be able to express their creativity with in a formal setting.

The idea is to allot the employees working time in the following percentages;

1. 70% of the employees time should be focused on their core role activities

2. 20% of the time should be focused on projects relating to the core role

3. 10% of the time on projects that are not relating to their core role.

The performance evaluation takes into account both the core activity and the innovation of each employee.

5. An open organization that networks with its surroundings; google keeps itself open to both appraisals and criticism from its surroundings. They often encourage feedback of their products and services and also encourage the members of the society to be involved. They are supporters of corporate social responsibility and are actively involved in the societies they operate in.

6. Systems approach - this approach differs from the convectional departmental ideology that fixates the focus on a specific tasks and goals of a department rather than encouraging the staff from all the departments to be actively involved in the betterment of the organization.