垂直搜索引擎如LinkedIn、Kayak等也被列為競爭對手。 Facebook和Twitter等社交網絡也是谷歌部分產品的競爭對手(SEC, 2014)。谷歌深知長期失去客戶會對公司的未來產生怎樣的影響，因此公司專注於如何改進和創新產品。在最近的新聞媒體對該公司的報導中，該公司被評為目前最有利的公司，特別是考慮到移動電話行業的增長速度。隨著越來越多的消費者希望通過手機在線查看和比較內容，“谷歌搜索引擎功能”和其他應用程序功能的使用有所增加。谷歌的不斷創新和人員管理技巧在新聞媒體對谷歌的新聞報導中被不斷的討論。為谷歌設計的工作文化使公司更加以人為中心(關注員工和客戶)。谷歌採用的“人員分析”方法確保做出人員管理決策(Sullivan, 2013)。從最初的招聘流程，到崗位招聘、入職培訓，再到各部門的交接，谷歌都會調動人力資源進行決策。
One of the main key factors that have been driving Google is the continuous innovation. This helps different aspects of business to constantly evolve. The innovations would help the company to either leap forward in the product and service market or to evolve gradually. Continuous innovation may or may not change the dynamics in which the company is operating. Continuous innovation is usually strategic and well planned out. The company would plan this around a careful market study with its internal analysts and hired data analysts. The second key factor driving the business is the product diversification strategy that the company has explored. The company started off with one product, the Google search engine and has then diversified to explore an array of products for different people and institutions. The Google Company is about the search engine service, related products such as AdWords for advertisers, mail products for customers and more. In terms of customers, Google has both domestic and international customers. It has customers from the early days of the inception of the google search engine and hence one of the traditional challenges the company has faced is to ensure that the transition of operations, users and customers to the existing platforms is smooth. Google considers other general purpose search engines such as that of Yahoo, Microsoft Bing, Baidu and more, as its competition.
The vertical search engines such as that of LinkedIn, Kayak and more are also listed as competitors. Social networks such as Facebook and Twitter are also competitors for some of Google’s products (SEC, 2014). Google understands how losing out customers in the long term can affect its future and hence the company focuses on how to improve and innovated on its products. In more recent news media reports on the company, the company has been ranked as being in its most favorable state now, especially given the rate at which mobile phone industry has grown. With more consumers wanting to view and compare content online with the mobile phone, the use of ‘Google search engine features’ and other application functionality has increased.Continuous innovation and people management skills of Google are consistently discussed in the news media news reports on Google. The work culture designed for google is one that makes the firm more people centric (focused on employees and customers). A “people analytics” approach followed at Google ensures that people management decisions are made (Sullivan, 2013). From the initial hiring process to the post recruitment, orientation and handover to the respective department, Google brings in its human resources to make a decision.