1 What would you see as being the advantages and disadvantages of a very strong culture such as that of Google? Since its founding in 1998, Google has ranked as one of the most innovative companies alongside others such as Apple and Facebook. The company delivers innovations such as new versions of web browsers or new ways to collaborate

(e. g. Google Wave) at an unprecedented pace of 10–

12 every quarter (Finkle, 2012). As a result Google, Inc. reported revenues for the quarter ending 30 June 2012 of $12. 21 billion (Google, 2012). Google’s primary corporate strategy is diversification achieved through innovation and acquisitions

(Finkle, 2012).

A significant factor in stimulating innovation within Google is the culture. Google’s culture of innovation is built on loose structures and quality employees. The philosophy of the company started at Stanford University where entrepreneurial ventures are encouraged and supported. The culture of Google has continued to foster similar values as academia.

All ideas are questioned and critiqued by peers as opposed to managers through an informal product-

development system (Finkle, 2012).