Web Crawling Insights: Structural Changes in Google, GE, IBM

Activity #14 University of the Cumberland Venkat Rama Rao Gundamaraju Organizational Behavior (BADM-532-M41) 12/03/2023

Web crawling Web crawling is a process of systematically browsing the internet to collect specific information or data (Khder, 2021). It is commonly used by search engines, such as Google, in order to index and categorize web pages for more efficient browsing. However, web crawling is not limited to search engines, as it can also be used by businesses and organizations to gather data and gather insights on a variety of topics, including structural changes. After conducting a web crawl, three articles on different organizations that have undergone structural changes in the recent past were found. These organizations are Google, General Electric (GE) and IBM. Each of these organizations experienced a significant change in their structure, which resulted in both positive and negative reactions from its internal and external environment. Google, a multinational technology company, underwent a major reorganization in 2015 (Pulluparambil & Bhat, 2021). The company created a new parent company called Alphabet, which oversees Google and its other ventures. This structural change was seen as a strategic move to maintain Google’s agility and innovative culture, while also providing more clarity and transparency for investors. In structural terms, this change can be described as a shift from a functional structure (where different departments are organized by their specific functions) to a holding company structure (where each subsidiary operates independently). The internal reactions to this change were mixed. While some employees saw this change as an opportunity for growth and development, others were concerned about potential job loss and a decrease in focus on the core business. Google’s stock price, however, experienced a positive impact, with the creation of Alphabet leading to an increase in shareholder value.

On the other hand, General Electric (GE), a multinational conglomerate, underwent a significant downsizing in 2018 (Hald-Mortensen, 2023). The company, which had been structured in a traditional hierarchical manner, decided to spin off several of its business units to focus on its core sectors of aviation, power, and renewable energy. This structural change can be described as a shift from a divisional structure (where the organization is divided into semi- autonomous units) to a functional or product structure (where units are organized around their product lines). The internal reactions to this change were mostly negative, with over 12,000 employees losing their jobs. This downsizing led to a decrease in morale and a loss of expertise and knowledge, which impacted the company’s effectiveness. Furthermore, the company’s stock price also experienced a decline, indicating investors’ concerns about the change. Finally, according to Perold, (2020), IBM, a multinational technology company, also underwent a structural change in 2020. The company, which was organized in a traditional hierarchical manner, decided to split its business into two different entities – one focused on infrastructure and another on managed services. This structural change can be described as a shift from a functional structure to a matrix structure, where the company has both functional and project-based reporting structures. The internal reactions to this change were mostly positive, with employees viewing this change as an opportunity to refocus and innovate. IBM’s stock price also experienced a positive impact, with an increase in value. However, some external reactions, particularly from customers, were mixed, as they were concerned about how this change would impact the quality and delivery of services.

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In conclusion, these three organizations – Google, GE, and IBM – underwent significant structural changes that had both positive and negative impacts. In terms of internal reactions, employees’ perspectives were affected by factors such as job security, growth opportunities, and morale. External reactions, on the other hand, were influenced by factors such as the organization’s reputation, customers’ concerns, and investors’ confidence. These structural changes had a direct impact on the organization’s effectiveness, which can be seen through changes in stock price, employee satisfaction, and customer satisfaction. Overall, web crawling and analyzing the organizational changes in these three companies has provided valuable insights into the impact of structural changes on organizational dynamics.

References Hald-Mortensen, C. (2023). Teledyne Technologies—A Conglomerate Phoenix That Rose from the Ashes with Henry Singleton’s Corporate DNA Intact. American Journal of Industrial and Business Management , 13 (10), 1104-1122. Khder, M. A. (2021). Web Scraping or Web Crawling: State of Art, Techniques, Approaches and Application. International Journal of Advances in Soft Computing & Its Applications , 13 (3). Perold, C. (2020). IBM's world citizens: Valentim Bouças and the politics of IT expansion in authoritarian Brazil. IEEE Annals of the History of Computing , 42 (3), 38-52. Pulluparambil, S. J., & Bhat, S. (2021). Application of Machine Learning in Google Services-A Case Study. International Journal of Case Studies in Business, IT and Education (IJCSBE) , 5 (2), 24-37.

Activity#14

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