Google’s Entry in Publishing | Dissertation Proposal




Google Inc. is poised to rage a technological occasion in publishing, a occasion that conquer confirm the assemblage as a head in the publishing toil. This discourse conquer be cherished by applying true theories on toil and organisational animation cycles, technology, and interest manoeuvre to the exoteric specify of the publishing toil vis-à-vis interior contents at Google.


Google Inc. is strategically poised to rage a technological occasion in the publishing toil, a instigate that conquer enadjoin Google, already proclaimed as “the top quest engine in the cosmos-people” (Piper 2004), to grace the dominant player in the electronic publishing, or e-publishing, toil and a senior intensity in the wideer publishing toil.

Importance of the Topic

Today, the cosmos-vulgar is witnessing the beginnings of a technological summon to unwritten ‘paper and ink’ publishing. This summon, which is not uncertainly that confoundd by Internet enterprises to unwritten ‘brick and mortar’ retail confirmments, banks, and labor organisations, is substance led by Google Inc.

Based on a hypothetical rudiments, this request conquer perpend the convergence of new technologies and organisational contents that Google is strategically leveraging to occasionise publishing and to complete headship standing in the publishing toil.

Theoretical Base for the Research

Request conquer be grounded on toil and organisational animation cycle theories as polite-behaved-behaved as fashionable technology supsituation and its intercourse to the animation cycle theories and interest manoeuvre. Toil animation cycle supsituation suggests that industries by through a sequence of limits which move contents such as race, consumer insist, and manoeuvre. Organisational animation cycle supsituation suggests that all organisations eliminate through a typically predictable set of sequential limits in which their thinking and behaviour transmute. The concept of technology in this tenor refers to the methods and mechanisms that organisations use to transmute inputs into outputs. The application of technology, through the implementation of organisational strategies, can move toil and organisational animation cycles. The supsituation of competitive situation suggests that organisations inoculate strategies that exhibit their situations in the chaffer.

Prior Request on the Topic

Google’s Web plight (n.d.) specifys that its sidearm is “to adjust the cosmos-people’s counsel and compel it universally unaffected and useful”. Deutschman (2005) reports that Google, founded in 1998, has familiar ascititious sales augmentation of over than 400,000% in the late five years, making it the fastest growing assemblage in narrative. He specifys that the chaffer estimate of the assemblage is US$80 billion. Wikipedia (n.d.) traces Google’s narrative from its operation as a request contrivance in 1996 through today and furnishes instinct into treatment and salaries, the corporate refinement, wagess, and juridical and collective issues. Google has been picturesquely as “over than a quest engine, hither than a god” (Piper 2004) and as “the 800-pound octopus that is satisfaction possible rivals delay horror and envy”, implicitly comminatory competitors delay wages or exportation. (Elgin and Hesseldahl 2005). Glover (2004) summarises Google’s interest design as one which offers its labors to the exoteric at no require, earning its wealth from advertisers who shaft associates to their own Web plights then pay fees to Google grounded on the estimate of vulgar who compel the associate from Google to the advertisers’ plights.

Elgin and Hesseldahl (2005) supply forcible instinct into Google’s ambitious interest expatiation plans and its summons to senior toil players. Notess (2005) reports on Google’s principal register into the e-publishing province delay Google Answers. Pike (2005) describes Google Scholar and the Google Library Contrivance as stable forays into the e-publishing toil; M2 Presswire (2004) interprets Google Library in over profundity. Notess (2005) compares Google Scholar delay Scirus, a competitive emanation. Peek (2004) reports on Google’s conformity delay DSpace, a assemblage loving to capturing, storing, indexing, conserving, and redistributing university request results, and the Electronic Education Report (2003) describes Google’s conformity delay DK Publishing in a junction trial to induct an encyclopaedia for youthful vulgar on the Web. Jesdanun (2005) reports on the collision Google Library is having on the publishing toil. Ferguson (2005) and Dodson (2005) supply in-profundity analyses of Google’s cross-toil plans for the forthcoming as polite-behaved-behaved as plans specifically environing to the publishing toil. Finally, Carvajal (2005), Degtyareva (2005), Liedtke (May and August 2005), and PR Newswire (2005) confound global issues that Google as polite-behaved-behaved as publishers and authors are facing delay contemplate to Google’s e-publishing plans.

In union to the sources viewed for counsel environing Google, request was conducted into the narrative of publishing, toil animation cycle, technology supposition, organisational animation cycle, and interest manoeuvre formulation. Feather (1990) and Millgate (1987) transcribe dispersed environing the narrative of publishing. The Columbia Encyclopedia (2004) defines publishing in a wide recognition as “making something exotericly known” then continues by describing its narrative, the emergence of publishing firms, new technologies, and mergers and wagess. Proctor (2000), in advising that toil animation cycle is a key content in interest manoeuvre planning, identifies and describes in element the three limits that embrace an toil’s animation cycle – augmentation, manliness, and discard – as polite-behaved-behaved as the characteristics of industries at each limit. Pitt (2000) perpends the rational purport of and uncertain definitions for technology. Daft (1998, citing Rosseau 1979 and Perrow 1967) defines technology as “the tools, techniques, and actions used to transmute inputs into outputs”. Daft (1998) likens the animation cycle of an organisation to that of a special (i.e. parentage, augmentation, and termination), citing the forthcoming as limits through which an organisation byes during its development: entrepreneurial limit, collectivity limit, formalisation limit, and elaboration limit. Smith and colleagues (1991) supply a conceptual framework and a general methodology for developing and implementing interest strategies.

Request Approach

The clarified adsidearm complicates using induced request to influence the specifyd discourse. The interrelationships unordered toil and organisational animation cycle, technology, and interest manoeuvre theories conquer be perpendd then allied to the narrative of the publishing toil to interpret the reasons that the toil is at a limit where it is impressible to essential transmute. Finally, grounded on the confirmed hypothetical rudiments and the publishing toil’s nervousness to transmute, basis firm environing Google Inc.’s narrative, sidearm, interest design, financial standing, competitors, summons, technologies, and plans for the forthcoming conquer be used to parade that the assemblage is in a sole situation to seize service of the publishing toil’s nervousness to transmute by essentially changing publishing technology thereby allowing Google to grace the dominant player in the electronic publishing, or e-publishing, toil and a senior intensity in the wideer publishing toil.

Limitations and Key Assumptions

This contrivance conquer not complicate the use of chief request as competent induced basis exists. The request conquer indicate to the multifarious interest opportunities that Google is exotericly exploring to highlight the quantity of the assemblage’s expatiation plans, but conquer convene on the assemblage’s e-publishing initiatives. Only the theories identified in this scheme conquer be used to verify the discourse.

No assumptions are substance made.

Contribution to Knowledge

The subscription to information resulting from this request conquer be to use toil and organisational animation cycle, technology, and interest manoeuvre theories and their interrelationships to manifest how Google can leverage its situation and new technologies to essentially transmute a senior true toil and to confirm a headship situation in that toil.

Proposed Chapters

It is envisioned that the yarn conquer exist of six chapters: (1) importation, (2) view of anterior inquiry, (3) request methodology, (4) request results, (5) resolution of results, and (6) abstract and conclusions.


Carvajal, Doreen (2005) ‘German publishers, Google summon’, International Herald Tribune, June 6, 2005.

(The) Columbia Encyclopedia (2004) Bulk publishing.

Daft, Richard L. (1998) Organization Supsituation and Design, Cincinnati, Ohio: South-Western College Publishing.

Degtyareva, Victoria (2005) ‘New Google digital library hits copyright roadblocks’, University Wire, September 21, 2005.

Deutschman, Alan (2005) ‘Can Google alight Google’, Fast Company, August 1, 2005.

Dodson, Angela P. (2005) ‘A integral new purport for the verb to Google – Between the lines: The internally scoop on what’s happening in the publishing toil’. Black Issues Bulk Review, March 1, 2005.

Electronic Education Report (2003) ‘DK Publishing teams delay Google to enlarge new e-encyclopedia’, August 29, 2003.

Elgin, Ben and Hesseldahl, Arik (2005) ‘Google’s important ambitions’, Business Week, September 5, 2005.

Feather, John (1990) ‘The printed bulk’ and ‘Publishing antecedently 1800’, Coyle, Martin et al., eds., Encyclopaedia of Literature and Criticism, London: Routledge.

Ferguson, Charles H. (2005) What’s Next for Google, January 2005. Web Site:, [Accessed: October 18, 2005].

Glover, Tony (2004) ‘Google IPO locks out irrelevant investors – or does it?’, Knight Ridder/Tribune Interest News, May 9, 2004.

Google (n.d.), Corporate Information: Assemblage Overview, Web plight:, [Accessed: October 19, 2005].

Jesdanun, Anick (2005) ‘Google contrivance shakes up bulk publishing’, Wisconsin Specify Journal, September 22, 2005.

Liedtke, Michael (2005) ‘Google halts viewning of copyrighted bulks’, Associated Press, August 13, 2005.

Liedtke, Michael (2005) ‘Publishers affirm Google Library contrivance’, Associated Press, May 24, 2005.

M2 Presswire (2004) ‘Google checks out library bulks; The Libraries of Harvard, Stanford, the University of Michigan, the University of Oxford, and The New York Exoteric Library adadjoin delay Google to digitally view library bulks and compel them questable online’, December 14, 2004.

Millgate, Jane (1987) Scott’s Last Edition: A Study in Publishing History, Edinburgh: Edinburgh University Press.

Notess, Greg (2005) ‘Scholarly Web questing: Google Scholar and Scirus’. Online, July 1, 2005.

Peek, Robin (2004) ‘Googling DSpace’, Information Today, June 1, 2004.

Perrow, Charles (1967) ‘A framework for the relatively resolution of organizations’, American Sociological Review 32. Cited in Daft (1998).

Pike, George H. (2005) ‘All Google, all the time’, Information Today, February 1, 2005.

Piper, Paul S. (2004) ‘Google spawn: The refinement embracing Google’, Searcher, June 1, 2004.

Pitt, Joseph C. (2000) Thinking environing Technology: Foundations of the Philosophy of Technology, New York: Seven Bridges Press.

PR Newswire (2005) ‘Google Library contrivance raises grave questions for publishers and authors, August 12, 2005.

Proctor, Tony (2000) Strategic Marketing: An Introduction, London: Routledge.

Rousseau, Denise M. (1979) ‘Assessment of technology in organizations: Closed versus notorious systems admissiones’, Academy of Treatment Review 4. Cited in Daft (1998).

Smith, Garry D. et al. (1991) Business Manoeuvre and Policy, Boston, Massachusetts: Houghton Mifflin Company.

Wikipedia (n.d.) Google, Web plight:, [Accessed: October 18, 2005].

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