Google’s Mission Statement and Vision Statement (An Analysis)

Google corporate mission statement, corporate vision statement, digital advertising, computer technology, cloud services business case study
A Google Street View car. Google LLC’s (formerly Google Inc.) corporate vision statement and corporate mission statement emphasize innovation and excellence. Corresponding strategic objectives ensure business effectiveness in the computer technology, cloud computing, consumer electronics, and digital content distribution industries. (Photo: Public Domain)

Google LLC (formerly Google Inc.) applies its mission statement and vision statement to achieve and maintain a leadership position in multiple industries in the global market. Founded in 1998, the company follows its corporate mission and corporate vision, leading to its current position as one of the most valuable brands in the world. Even after the company’s reorganization to become a subsidiary of Alphabet Inc., such brand value remains a major strength, as shown in the SWOT Analysis of Google LLC. The company’s mission statement defines the strategies of the business, such as the development of new products. In a similar way, the company’s vision statement pushes the organization to achieve new heights, such as through rapid innovation. The success of Google is directly connected to business efforts to fulfill its corporate mission and corporate vision. Such fulfillment supports the company’s growth in the computer technology (software and hardware), cloud computing, consumer electronics, and digital content distribution industries.

Google LLC follows its corporate vision statement and corporate mission statement through strategies that support business growth. The resulting business condition helps the company counteract the effects of competitors like Apple Inc. and Inc., as well as Facebook Inc., Snap Inc. (Snapchat), and Twitter, which have significant presence in the global online advertising market. Such strategies represent Google’s generic strategy for competitive advantage and intensive strategies for growth. Google’s corporate mission and vision statements are used as bases for the company’s strategic choices, especially in dealing with the external factors in the industry environment.

Google’s Corporate Mission Statement

Google’s corporate mission is “to organize the world’s information and make it universally accessible and useful.” Ever since its beginnings, the company has focused on developing its proprietary algorithms to maximize effectiveness in organizing online information. Google continues to focus on ensuring people’s access to the information they need. The company’s mission statement adheres to a utilitarian benefit that the business provides to its users. In this regard, the following are the primary elements of Google’s corporate mission:

  1. World’s information
  2. Organization
  3. Universal accessibility
  4. Usefulness

Google’s corporate mission statement is parallel to the company’s vision statement. The mission statement has four variables, namely, world’s information, organization, universal accessibility, and usefulness. The company fulfills the “world’s information” component by crawling websites. The company organizes the information through its proprietary computer algorithms. Google also fulfills the “universal accessibility” component of its corporate mission by offering its products worldwide. For example, the company’s online search service, blogging platform (, and video-sharing platform (subsidiary YouTube) are globally accessible. Such organizing of information makes results useful to the individual user. Through personalization and analysis of extensive databases, Google effectively follows its mission statement. This condition makes the company successful in delivering value to online users, who are a major stakeholder group identified in Google’s corporate social responsibility strategy and stakeholder management.

Google’s Corporate Vision Statement

Google’s corporate vision is “to provide access to the world’s information in one click.” The company’s nature of business is a direct manifestation of this vision statement. For example, Google’s most popular product is its search engine service. This product enables people to easily access information from around the world. The company applies its vision together with the mission statement to maintain dominance as an Internet technology, software, hardware, and online services business. The following are the primary elements of the company’s corporate vision:

  1. World’s information
  2. Access
  3. One click

Google’s corporate vision statement has three variables, namely, world’s information, accessibility, and one click. The company fulfills the “world’s information” component of the vision statement by indexing webpages and maintaining databases of the resulting information. Google applies the “accessibility” component by offering its products to everyone around the world. The “one click” component of the corporate vision refers to easy access to information. The company fulfills this component by offering innovative products, such as the easy-to-use Google Search. These products are specified in the product mix of Google’s marketing mix or 4P and enable the business to maximize the accessibility of its technical capabilities to benefit online users. Thus, the company effectively follows its vision statement.

Google’s Corporate Vision and Corporate Mission – Recommendations

Google effectively follows its corporate mission and vision statements. The company is known for products, like Search, that satisfy the specifics of the vision and mission of the business. Leadership in the industry supports the “universal accessibility” component of the mission statement by making the company’s products widely used. Innovative strategies contribute to the company’s capacity to maintain its leadership in the industry. This leading position empowers Google to continue fulfilling its mission statement and vision statement.

A recommendation is to modify Google’s corporate vision and mission statements to reflect the wide variety of products that the company currently offers, considering new and planned future products. The company’s vision and mission have remained the same in spite of changes in the product mix. Thus, the adjustment should reflect the current diversity of Google’s products. Also, ideally, the corporate vision should depict the future condition of the company, with consideration for its diversified business. In relation, the corporate mission should indicate the company’s aims in terms of such diversification of business operations.


  • About Google, Our Culture & Company News.
  • Allison, J. (2017). A vision statement taxonomy: Linking strategic management, strategic communication, and organizational culture. Global Journal of Management and Marketing, 1(2), 1-18.
  • Alphabet Inc. – Form 10-K.
  • Eldor, L. (2020). How collective engagement creates competitive advantage for organizations: A business‐level model of shared vision, competitive intensity, and service performance. Journal of Management Studies, 57(2), 177-209.
  • Kirkpatrick, S. A. (2017). Toward a grounded theory: A qualitative study of vision statement development. Journal of Management Policy and Practice, 18(1), 87-101.
  • Marjanova Jovanov, T., & Fotov, R. (2014). Corporate mission: Much ado about nothing or essential strategic step? International Journal of Arts and Sciences, 170-182.
  • Martinčić, S. G. (2018). Identification of the elements for the creation of corporate vision. International Journal Vallis Aurea, 4(1), 49-58.
  • Pace, S. (2017). Shaping corporate brands: From product features to corporate mission. International Studies of Management & Organization, 47(2), 197-205.
  • Suranga, J. M. (2017). Importance of corporate vision. In Proceedings of International HR Conference, 1(1), 34-40.
  • Toh, S. Y., Tehseen, S., Mahmoud, A. B., Cheok, J., Grigoriou, N., & Opute, J. (2021). Mission statement effectiveness: Investigating managers’ sensemaking role. Corporate Communications: An International Journal, 27(2), 329-345.
  • U.S. Department of Commerce – International Trade Administration – Media and Entertainment Industry.
  • U.S. Department of Commerce – International Trade Administration – Software and Information Technology Industry.