Competitive industry

Summary Even though the tech industry is the most competitive industry on the planet, Google has continued to outperform all its competitors. In just 18 years, it has grown from a two-man startup to 57,000 employees in 40 countries. Google has successfully implemented its mission “to create the happiest, most productive workplace in the world.” Google continues to adapt, change, and restructure itself to meet the challenges of an ever-developing industry.

Analysis To attract and retain the best possible employees throughout the world, Google offers above-average compensation packages and accommodation allowances. Although it attempts to be globally consistent, at times it has needed to change how it compensates employees in certain markets, for example, in Dubai. To minimize resistance to change, Google implements new changes every day, effectively forcing employees to adapt. Google strives to maintain its positive workplace culture and to be a different type of company.

Case Questions 1. Why might Google’s tactics for employee compensation need to vary in different places in the world?

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