IntroductionGoogle was born in 1998 from the need for a more efficient search engine. In fact, Google is one of the most successful Internet-based companies since the “dotcom” boom of the late 1990s and remains the leader. This success is based on its great organizational practices and core competencies. Google's success lies not only in its technology and the functionality of its products; it's also in its aggressive ability to make profits by innovating, which is critical to their workforce because it operates in a global market. Through innovations, Google has expanded its services and features. Google today is no longer a search engine company but a web computing applications company. This innovative capability, integrated process, and supportive culture create Google's true sustainable competitive advantage. The focus of this study will be precisely the culture that has allowed Google to become the giant it is today. From starting a garage to a company earning billions in revenue, Google has managed to maintain its appeal. Google offers the perfect environment for its workforce where communication, respect and freedom are the reigning principles. The company is well known for its informal organization and flexible hours, however there is much more than what meets the surface as we delve into the internal structure of Google's culture. Google's culture Google's corporate culture is based on a series of principles that underpin the company's success. First, members of Google's workplace are viewed as equals. Of course for organizational purposes there are managers and those who manage, but this does not create any kind of barrier as communication flows quickly back and forth and... middle of paper... and the effort to remain faithful to important values who are at the heart of the organization, Google should be able to move forward as gracefully as it has in the past. Googlers are ultimately what drives the company forward, so maintaining a strong and united workforce would be an integral element that Google should keep its focus on. It is of fundamental importance for the company to carefully manage its foreign offices, in order to avoid internal disintegration due to the diversity between them. This should be resolved by communicating a clear set of values ​​that are present in any culture around the world. This basis of corporate culture would then be a connecting element despite racial differences. Works Cited http://www.google.com/intl/en/corporate/http://www.davechaffey.com/E-commerce-Internet-marketing -case studies/Google case studies/