This case study is written primarily to raise an interesting argument over a simple, yet, thought-provoking concept - how can human resources be leveraged as a source of competitive advantage? Illustrated through the example of Google, this case study raises many intriguing issues. In a span of a decade, Google has emerged as a technological powerhouse with two extraordinary innovations, `search' and `adwords', to its credit. The company attributes this enviable rise to glory to its most valued assets - the Google employees. These efforts paid off and Google emerged as the most sought after place to work for two consecutive years (2007 and 2008). The appreciation of Google's achievements has been accompanied by increasing apprehensions about the long-term sustainability of Google's informal and fun-filled culture.

With the motto `Don't be Evil', Larry Page (Page) and Sergey Brin (Brin) founded Google in 1998. Their quest to device a search engine that would offer relevant search results gave rise to `BackRub', which was renamed as Google in 1997. Started as a PhD project at the Stanford University campus, Google emerged as a global search engine giant. However, due to continual shortage of funds, the company's rise to success was not so smooth. Acknowledging this pressing demand for capital, in 1999, Page and Brin stumbled upon the prospect of selling ads themselves, through `AdWords'. The simple search technology combined with the innovative AdWords concept transformed Google from a small company started in a garage into a powerful technology house with an impressive headquarters at Mountain View, California. However, Google's success cannot be ascribed just to its strong technological product but also to its fun-filled yet compelling work environment. Guided by the philosophy of, "Get the brightest people in and create an environment that enables them to perform", Page and Brin created a great company that attracts nearly 1,000,000 job applicants every year. Complementing the conventional trend of pay hikes and promotions with innovative and exciting benefits as a means of employee retention, Google emerged as the most sought after place to work. Fortune declared Google as the `Best Places to Work' for 2007 and 2008. However, Google's meteoric growth since its inception has caught the attention of many competitors, raising apprehensions about the long-term sustainability of Google's informal and fun-filled culture. Amidst these speculations, Google continues to hire, grow and thrive on its unique culture.

Based in Mountain View (California), Google Inc. was established on September 7, 1998 by Stanford University's PhD students, Page and Brin. The story of Google dates back to 1995, when Page and Brinmet in the Stanford campus as computer science PhD students. It was their love for technology that paved the way to an eventful friendship, which later extended into business collaboration between the two.

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