Business Process Transformation at Google

Business Processes

The administration and the information system at Google rely heavily on the use of business process management. Business process management proves an effective tool in the organization owing to the variation of the knowledge, skills, and expertise of the employees. Significant evidence reveals that process management improves the performance of the company by enhancing its management of operations, customer satisfaction, reduction in costs of operating organizational activities, and ensuring the establishment of new products and services within the organization. As such, it implies that process management focuses on observing the products and services provided by the company and providing products or services with new-dimensional features that meet consumer needs. Similarly, business process ensures the organization and improvement of organizational activities to provide an understanding of their interrelationship (Grosskopf, Decker, & Weske, 2009). Therefore, the following essay focuses on the analysis of the business process of the Google Company. In specific, it focuses on the analysis of two of its business processes, create “as-is and “to-be” analysis of each of the processes.

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Business processes used by the Google Company

Google uses various business processes. As stated in the above analysis, the business processes allow the company to achieve its desired competitiveness and performance by increasing the efficiency in the management of its operations and provision of services and products meeting the consumer needs. Significant analysis of the processes used by the company shows that the success of its models depends on the use of . The models provide the customers and consumers with insights into its operations and flow of information that ensures its performance and competitiveness in the current market place. In addition, analysis conducted by Grosskopf, Decker, & Weske (2009) revealed that the process models give the company the desired transparency for measuring its performance. Therefore, Grover & Markus (2008) recommend that organizations should conduct significant research to determine the effectiveness of their adopted business processes.

Among the business processes used by Google is the . The human intensive business process focuses on the interaction and the involvement of the organizational stakeholders in different organizational activities. The process relies on the intuition and judgment of the participants involved in decision-making on activities influencing the performance of the company. Significant evidence shows that the use of human-intensive business process allows Google Company to introduce other ways of improving organizational performance and efficiencies such as automation of its activities. Despite its ability to improve organizational performance, caution should be placed on the ability of the model to rely on the use of manual processes within the organization.

Similarly, Harmon (2007) recognizes that the use of the human intensive business process depends on the employees of the company to make critical decisions that play a role in influencing organizational performance. The overreliance on the systems become complex increasing the possibilities for human errors that affect the effectiveness of the functioning of the organizational systems. For instance, the recent past has witnessed the adoption of sophisticated technology in the company without the consideration of the role of the employees of the company in utilizing the technology. The efficiency in the use of the human intensive business process is evidenced by its intensive use in various organizational departments involved in activities such as purchasing the requests of the consumers, providing the required customer services, and processing claims of the consumers. Cumberlidge (2007) concludes that the human intensive or centric business process aims at improving the performance of the company through ensuring effective execution of organizational activities, workflow management, monitoring of productivity, and deciding on the performance of the employees.

Secondly, Google utilizes the use of the innovation process as a form of its business process. Innovation business process focuses at strengthening the value of the business, thereby, its performance, and competitiveness. Creating business innovation is achieved by the company using a variety of strategies such as discovering, creating, and developing ideas that will be refined into useful organizational forms for improving its performance. Summarized innovation process used by Google shows that it has three different phases of innovation that include conception, implementation, and marketing. Conception entails analysis of business needs, generation of new ideas, evaluation, and planning of the project. Implementation entails developing the prototype that will be used by the company and testing its effectiveness. Marketing entails market launch of the product or service and penetration of the targeted, segmented market. Combining the above provides Google with the desired performance and competitiveness in the market place.

In addition, innovation business process improves the performance of the organization by offering opportunities for the adaptation of its stakeholders to the new-organizational needs. Despite the complexities associated with the innovation business process, successful processes result in the creation of a proactive organizational environment rather than reactive. Therefore, the proactive nature of the innovation business process allows for the accommodation of business processes such as recognition, invention, development, implementation, and diffusion. Recognition entails identifying the problem existing within the company. Invention entails the creation of the innovation. Development entails the creation of practical, provable, actional, and guidelines for the plans that will be used to realize the performance competitiveness of the company. Implementation entails testing of the innovation for comparison of the organizational performance. Diffusion entails the spread of the organizational information and innovative ideas within and across the company, thereby, its performance (Cumberlidge, 2007). Combining these, processes provide Google Company with the desired performance abilities of the company.

As-Is analysis of the human intensive business process

According to Harmon (2007), “as is” refers to a process that provides a definition for the current organizational status in relation to its performance and competitiveness. The goals of the “as in” analysis are to put together the present organizational state and functioning of her profitability for improved performance. The two forms of analysis utilize the use of typical business models that provide the description, roles, and specific executions to organizational stakeholders. The stakeholders of the company play a significant role in developing and analyzing the “as in” business process within the company. Access to other organizational stakeholders is helpful in providing insights into the needs of the organization, thereby, an improvement in the performance and productivity of the organization. Information can be elicited concerning the present state of the company using different methods such as observation, document review, elicitation techniques, and group work. “As Is” is an important tool of analysis that provides the organizational stakeholders with the opportunities to build new foundations for the improvement of their business processes.

Similarly, significant evidence presented by scholars such as Cumberlidge (2007) and Grosskopf, Decker, & Weske (2009) show that the “As-Is” forms a significant checklist used by organizations to embed their records management into controlled system, thereby, enhanced organizational performance. As such, the following gives an example of the “As-Is” analysis of the Google Company.


: As-Is Business process

Y, N, NA,



Have you identified specific points within the company where individual employee contribution is recorded?

Are there multiple ways of determining employee performance?

Have the roles, procedures, and responsibilities established by the management to capture critical information?


Is the content for performance and process improvement


Is production and organizational performance managed throughout its performance?


Is record management ensured throughout the processes?

To-Be analysis of the innovation business process

Unlike the above, “To-Be” analysis of the business process focuses on defining the future of the organization in ensuring the success of its adopted strategies. It shows the ways in which the organization will work together in the future due to environmental changes such as technology and government regulation changes. The existence of “To-Be” process provides the managers with insights of managing their employees through business analysis methods and documentation of business processes. Consequently, the above result in the creation of an interrelated business management network that provides clarity in the organizational decision-making and implementing the desired organizational procedures, thereby, its competitiveness (Culp, 2001). Therefore, the following is a representation of the “to-be” analysis used for determining the effectiveness of the business strategies adopted by the company to ensure innovation and productivity.


Innovation process-To-Be analysis

Y, N, NA



Has the organization identified every point in the future of its business process that will be used to ensure innovation?


Is the content of ensuring innovativeness in the performance of the company identified and described?


Will innovation be maintained throughout the production cycle of the company?


Will authenticity and integrity be achieved using the modern methods of data presentation and quality performance and innovativeness?

Therefore, it is beyond doubt that the performance of Google Company depends highly on the adoption of various approaches that will aid in the realization of the goals and objectives of the company. Similarly, the use of multiple strategies ensures its performance and competitiveness by providing the management with insights into the critical determinates of the organizational success. As such, significant efforts should be embraced by Google Company to improve its future performance, competitiveness, and productivity in the global marketplace.


Culp, C.L. (2001). The risk management process business strategy and tactics. New York: J. Wiley.

Cumberlidge, M. (2007). Business process management with JBoss jBPM a practical guide for business analysts; develop business process models for implementation in a business process management sytem. Birmingham, U.K.: Packt Publ..

Grosskopf, A., Decker, G., & Weske, M. (2009). The process: business process modeling using BPMN. Tampa, Fla.: Meghan-Kiffer Press.

Grover, V., & Markus, M.L. (2008). Business process transformation. Armonk, N.Y.: M.E. Sharpe.

Harmon, P. (2007). Business process change a guide for business managers and BPM and six sigma professionals (2nd ed.). Amsterdam: Elsevier.

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