BU 240 International Business-Fall 2016

To: Professor Marshall

From: Pamela Vucinich

Date: September 6, 2016

Re: Executive Brief # 1 - Global Business Opportunities for Google

This executive brief will provide information on Google’s mission and

advise why journeying into New Delhi, India will be a beneficial expansion

as a company wanting to globally expand its market from Paris, France.

From the Google website, it was learned that Google was registered as a

domain in September of 1997 by two Stanford students, Larry Page and

Sergy Brin, and initially they referred to this advanced search engine as

‘BackRub.’ Because of the success in the United States, it made sense to

expand internationally in Toyko, Japan in 2001. The Google services

expanded with the launch of Google Maps in February of 2005, and a

customer favorite, Google Calendar in April of 2006, both heavily utilized

by business professionals and students alike. Google is proud to have

“been able to create a company culture where employees are empowered

to do things that matter,” and have successfully been named numerous

times to the Fortune list of best places to work. Google’s roots are
grounded in advancing and it is clear that their mission is to continue out-

doing themselves and be much more that the well-known search guru.

The world is expanding and we are becoming so much more inclined to

globally expand to give our company more opportunities. The decision to

expand to New Delhi, India was one based on the fact that many citizens

of India are open to accepting new ideas, as long as it does not conflict

with learned religious and social beliefs. Being that technology is a much

newer ideal within India, there is surely an advantage to expanding

business here, as it is such a heavily populated place. Building a

relationship with India will surely allow business to expand to other places

globally, but, realistically, it will take a while to establish and to nurture the

business relationship, especially with the culture itself being more

centralized around their faith and family and not in the hustle and bustle of

many other connections.

According to Morrison and Conway (2007), culture within France and India

has some interesting similarities; yet, are two very unique cultures. It

would be important to advise our female executive team traveling to not

initiate the shaking of hands upon entering a business meeting, and

instead to use a namaste greeting, though Parisian women are taught to

do les bises, Indians would disapprove of this display. In Indian culture,

business negotiations are less hurried than the typical formality and

intensity of French debates, where well-thought analytical thoughts are

key. In comparing cultures, it would be important to note that

appointments made ahead of time will be most effective. As opposed to

the Parisians, Indians are less concerned with facts and more concerned

with faith and personal feelings. The French are very used to making

direct eye contact, where in Indian culture, this made been seen as bold

an unwelcomed. (Morrison, T., & Conaway, W. A., 2007)

“India is a vital market for global technology firms like Google, Amazon,

Facebook, and Microsoft,” as stated from Forbes. As Laurie Beaver

discusses within the ‘Global has massive plans for India in 2016’ article,

“Due to its dense population, India is projected to have more Android

users than the United States.” Working in a partnership with the Indian

government will allow us to have more Indian citizens online than ever,

through having free public Wi-Fi available Indian train stations. Forbes

expands to say that by years-end, India will take-over as the world’s

second-largest internet market. According to Business Insider, one of the

opportunities that Google has to give India the comparative advantage is

that we can focus on Project Loom, which is “an initiative to cover three-

hundred thousand Indian villages within this year. (Beaver, 2015)

Focusing on creating products native to the Indian tongue will allow us to

more easily cross-over to this new market. Having a call center in India,

where the literacy rate is at sixty percent--compared to the ninety-nine

percent rate of France--will be of upmost importance, due to the fact that

this technology is not integrated into the culture. Citizens will be able to
troubleshoot with a trusted advisor, with the aide of Google’s translation

services, continually working towards expanding the amount of language

recognition, which is especially needed going to a country where there are

twenty-two official national languages. (Rai, 2015)

The Executive Brief provided a brief introduction of Google and an

overview of the business opportunities within New Delhi, India from Paris,

France. As suggested, the expansion of business is a necessary one, but

one that will come with a set of challenges. As we embark into new

territory, we remain committed to our current customers and shareholders,

and we anticipate a successful expansion overall.

References

Morrison, T., & Conaway, W. A. (2007). Kiss, bow, or shake hands. Avon,

MA: Adams Media.

Beaver, L. (2015, December 17). Google. Retrieved September 01, 2016, from

http://www.businessinsider.com/google-has-massive-plans-for-india-in-2016-

2015-12

Our history in depth – Company – Google. (n.d.). Retrieved August 25, 2016,

from https://www.google.com/about/company/history/
Rai, S. (2015, December 16). Google. Retrieved September 04, 2016, from

http://www.forbes.com/sites/saritharai/2015/12/16/google-slated-for-massive-

expansion-in-india-ceo-sundar-pichai-says/#2f2b33df49f9