Professional Documents
Culture Documents
Alphabet Structure
Alphabet Structure
Alphabet Structure
1- SUMMARY
In 1997 Google was founded by two men: Larry Page and Sergey Brin. Three years
later the platform became the most used search engine in the world.
In the 2010s, Google embarks on its capital increase with a strong recruitment.
It is the employees who are the inventor force of Google. In the company there is
the practice of 20%. They let to the employees 20% of their working time to create,
innovate and launch a project. This whole corporate culture makes Google very
attractive to candidates. But with the major changes at the heart of the company,
some employees decided to leave the group, thinking that the evolution of Google
no longer corresponded to their expectations.
Google is looking for a long-term vision and above all a high return. In order to
ensure its future, Google will therefore diversify. The company will start to acquire
companies such as Android (think that the phone is the future and the purchase is a
success), YouTube (video on the Internet will revolutionize the world) and
DoubleClick.
In 2010, Google launches GoogleX, a place that gathers all the internal projects
made during the 20% of time given to creation. This new section is totally
independent and has no direct link with Google. The aim is to market the projects
while keeping them secret until the launch.
In 2015, with the hiring of Ruth Porat as CFO, the Alphabet identity was created.
Thus, all companies created internally or purchased that are not related to Google's
core business came under the governance of the Alphabet. The company name
Alphabet was chosen because it represents language, humanity's most important
innovation, which is at the heart of the Google search tool.
To illustrate the impact of the change in structure on Google's projects, several
examples are cited in the case. There is Niantic Labs a video game company that
went independent in the restructuring as well as Verily a surgical technology
company. Others like Boston Dynamics was put up for sale by Google because it
was not generating enough revenue for the group.
The conclusion is that the future of these projects/companies is uncertain because
although they are free from Google, they remain under the protection of Alphabet.
ALPHABET
2- Why does Alphabet own widely different subsidiaries under the same corporate structure?
What are the benefits of this choice? And the costs?
What is the rationale behind the decentralized structure chosen by Alphabet?
Advantages Disadvantages
power
4- Is Alphabet’s corporate governance (and in particular the presence of dual class shares)
appropriate for the organization? What are the benefits? And the costs?
ALPHABET
Alphabet Inc. est une entreprise américaine basée en Californie, créée comme
un conglomérat de sociétés détenues par la société Google. Selon les
fondateurs de Google, le but de cette structure est de décharger la société
historique des activités ne représentant pas son cœur de métier. Le nom de la
société Alphabet a été choisi, car il représente le langage, l'innovation la plus
importante de l'humanité qui est au cœur de l'outil de recherche Google, selon
les fondateurs. C’est en 2015 que Google réorganise sa structure et crée donc
Alphabet.
La conclusion est que l’avenirs de ces projets/entreprises est incertain car bien
que libéré de Google, le fait de rester sous la protection d’Alphabet ne semble
pas leur être bénéfique. En effet la restructuration apporte plus de discipline
financière mais permets moins de risque du fait du support d’Alphabet.
Aujourd’hui Page et Brin doivent réfléchir sur plusieurs points : l’indépendant
des entreprises qui risquerait de favoriser une division au sein du leadership, le
temps d’incubation avant de lancer réellement le projet, la restructuration qui
apporte les ressources nécessaires ou au contraire qui étouffe l’innovation.
ALPHABET
1.Pourquoi Alphabet possède-t-elle des filiales très différentes sous la même
structure d'entreprise ? Quels sont les avantages de ce choix ? Et les coûts ?
Avantages Couts
Avantages Inconvénients
Classe A = 1 vote
Classe B = 10 votes
Classe C = 0 vote
Avantages Couts