Google: Classification of an International company by qualitative features(EPRG)

II – 1 Classification of an International company by qualitative features(EPRG)

I would qualify Google as a Geocentric company(the same service for all the world). There are however some slight modifications made to their service which could make think that Google is acting as well as a Regiocentric company, at least on some marketing aspects.

The reason which drove me to this conclusion is that Google managers are recruited from all over the world and the power is centralized in the United States. As said in Google's presentation they opened in 2003 in Dublin a location for regional operations outside the U.S. It has been designed to serve Google customers across multiple time zones and languages spanning Europe, the Middle East and Africa. Taking in account that Europe has a very strong addiction to Google I may think that Google has in fact two center of decisions(one for America and one for the rest of the world)

However Google has a so huge amount of offices in the United States which make me think that the final decision are taking in the United States which include a hierarchy among those centers of decisions.