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Assignment 3
Students are requested to read the opening case of chapter 10 “Organizing for
Innovation” from their book Strategic Management of Technological Innovation
(Page Number-197-200) of e-textbook. Based on your understanding of the case
and concepts studied until now answer the following question in 300-500 words
1.What are the advantages and disadvantages of the creative side of Google being
run as a flexible and flat ‘technocracy’?
(3 marks)
2. How does Google’s culture attract the kind of employees it can attract and retain.
(1.5 marks)
3.What do you believe the challenges are in having very different structure and
controls for Google’s creative side versus the other parts of the company.
(2.5 marks)
4. Some analysts have argued that Google’s free-form structure and the 20 percent
time to work on personal projects is possible only because Google is prior success
has created financial risk in the company. Do you agree with this? Would Google be
able to continue this management style if it had closer competitors?
(3 marks)
NOTE: It is mandatory for the students to mention their references, sources and
support each answer with at least 2 peer reviewed journal.

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