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Mission statement of Google

By Ovidijus Jurevicius | 06.09.2013 | Comments

Company Background

Name Google Inc.
Logo Google Inc. logo
Industries served Internet
Geographic areas served Worldwide
Headquarters U.S.
Current CEO Eric Schmidt
Revenue $ 50.17 billion (2012)
Profit $ 10.7 billion (2012)
Employees 53,861 (2012)
Main Competitors Apple Inc., Facebook Inc., Microsoft Corporation, Samsung Electronics Co., Ltd., International Business Machines Corporation and many other companies.

Google Inc. is a multinational corporation that provides Internet-related products and services, including internet search, cloud computing, software and advertising technologies. Advertising revenues from Ad Words generate almost all of the company's profits.

Mission

Google mission statement 2013

“Google’s mission is to organize the world’s information and make it universally accessible and useful.”
Evaluation
Does it include...?
Customers Products/Services Markets
No Yes Yes
Technology Concern for survival Philosophy
No No Yes
Self-concept Concern for public image Employees
No No No
Does it mention values like...? Customer or product-oriented?
Citizenship Teamwork Customer-oriented
No No Score
Excellence Integrity
No No 1.3/4.5

(This evaluation framework is composed of the guidelines listed in our article: Mission Statement for Success)

Overview

Google’s mission is a poorly created statement. It does reveal firm’s core purpose, but doesn’t provide any information besides that. The statement doesn’t mention 7 components out of 9: customers, technology, concern for survival, philosophy, self-concept, concern for public image and employees. The mission is customer-oriented, which means that Google is focused on customers’ needs instead of focusing on certain products or services. Google also doesn’t say what values guides its actions and only provides 10 beliefs that reveal Google’s philosophy:

  • Focus on the user and all else will follow.
  • It’s best to do one thing really, really well.
  • Fast is better than slow.
  • Democracy on the web works.
  • You don’t need to be at your desk to need an answer.
  • You can make money without doing evil.
  • There’s always more information out there.
  • The need for information crosses all borders.
  • You can be serious without a suit.
  • Great just isn’t good enough.

Google has an unofficial mission as well: ”Don’t Be Evil.”, which sound more like a slogan than a true mission statement. In order to better communicate the essential business information to company’s stakeholders, Google should improve its mission by including the rest of the components.

Sources

  1. Google (2013). Company overview. Available at: http://www.google.co.uk/about/company/

Written by Ovidijus Jurevicius

I'm interested in strategic management and business strategy. I like sharing my knowledge and ideas about these topics with you.

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