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1. Based on Whittington's perspectives on strategy, I believe that Google adopts an evolutionary approach in its strategy. The notion of the evolutionary approach is based on the belief that the economic environment is continuously changing, and it is essential for an organization to be efficient and productive to remain competitive in external markets. As Google is largely involved in developing new technological products, it requires employees to utilize their high levels of creative thinking skills in order to generate new innovative ideas. To support this crucial aspect of the business, Google has incorporated autonomous work practices such as encouraging employees to spend 20% of their time working on personal projects that interest them. Through this initiative, enabling formalization has granted employees freedom in ascertaining the methods towards achieving organizational targets resulting in intrinsic motivation and creative thinking to be further enhanced. This has led to the creation of Google News, Gmail, and AdSense, which are some of the most successful products in Google. Therefore, this strategy adopted by Google has stimulated innovation among its employees and the organization was able to capitalize on their capabilities to remain as one of the best within its industry 2. Google’s evolutionary approach to strategy helps it to gain competitive advantage in a rather competitive market . This can be evident from where the company allocates 20% of the work time for its employees to work on personal projects that interest them. This will in return help Google to increase their product range and innovation to gain competitive advantage from its competitors. Recruitment criteria to ensure quality of employees which can better help the company to manage its talents – more time and effort spent on other aspects, thinking of ways to tackle current challenges in the market. ST helps Google to gain efficiency by focusing on ST plan where new and exciting ideas will be focused on which helps it to win the market quickly with those new ideas. – gaining competitive advantage.

Weakness – over-focused on products which may cause them to forgo the price competition in the market even though a lot of people are moving to mobiles with low-priced ads – limited growth of Google. Didn’t really think of ways to tackle the challenge even after restructuring. May overwork the employees to get the most out of them which may not be so applicable. Being efficient an cutting cost may be the main concern now, which leads to them ignoring people 3. Based on Google’s tradition of operating in a looser organisation structure, it leans more towards a processual model (Whittington, 2001). Google has a bottom-up approach to management in hope to motivate & retain its employees, reliance on non-classical types of quality assurance techniques such as peer review creates a space for employees' freedom. Google also allowed employees 20% of their work time on projects they are personally interested in. It can be derived from the org's work culture that they preferred a processual, resource-based strategy by building on its intangible assets, employees' skills etc. What Google can look to change is by possibly incorporating a classical model approach of semi-rigidness into its business to instil formal controls to enhance efficiency while maintaining its informal work cultures. For eg, formalise work schedules to inhibit things like employees spending too much time on their personal projects at the expense of their actual work task...