Google - En virksomhed i evig udvikling: Google - An organisation in eternal development

Kathrine Jensen, Rune Jørgensen & Mie Larsen

Studenteropgave: Semesterprojekt


Abstract This paper examines which mutual correlation that occurs between core business and diversification of Google and in continuation hereof how this diversification has influenced the organisational structure of Google. Since the beginning Google has developed new products and services, just like they have acquired more companies, such as Youtube and Android. Methodically, the project makes use of the qualitative methods, case study and interview. The project applies theories about diversification to examine Google’s spread of the products and services into different branches. In addition to the search engine and the skills in online marketing, one of Google’s core competencies seems to be innovation. This innovation is used in the development of new products - also these kind of products that do not necessarily relates to the search engine. Thus, this diversification is not only a token of Google moving far afield from their core competencies; but rather a way to use their innovative core competencies. Recently, in October 2015, Google has changed their organisational structure, which entailed the transition to the umbrella organisation named Alphabet. This is a result of the horizontal diversification, that has led to all the Google-products. The structure in Alphabet approximates a structure divided in divisions. This decentralisation probably has eased the decision-making process in the separate parts of Alphabet.

UddannelserErhvervsøkonomi, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
Udgivelsesdato18 dec. 2015


  • Google