Nadler Tushman Resources and environment are two the inputs in the Nadler Tushman congruence model. The company's strategy should reflect, among other factors, its external environment and its internal resources. The environment for Google is generally positive. Google operates in an environment characterized by a rapid pace of technological change. Thus, there is considerable emphasis on innovation as a means of maintaining competitive advantage. Over the years, Google has added a number of different methods to drive traffic, including expansion of its content offerings and the introduction of Android and Chrome, as a means of leveraging innovation to achieve its desired outputs.

The environment is also highly competitive, because Google operates in the advertising industry. The company must compete not only against other online advertisers, but Google must also compete against conventional media. While it uses its data superiority to outcompete traditional media there is little doubt that winning advertiser dollars is going to require Google to deliver superior value to advertisers, who have many competitive options with respect to where to put their advertising spending.

Another facet of the environment is that Google's business should fluctuate with the business cycle. The company was...

First up are the financial resources. Google is tremendously wealthy. Its balance sheet shows $58.7 billion in cash (MSN Moneycentral, 2014). If Google needs to innovate, it can afford to increase R&D spending. If Google needs to ride out a recession, or engage in predatory pricing, it can do those things as well. That kind of financial strength is a tremendous resource that allows Google the flexibility to adopt any strategy that it wants.
Another key resource for Google is its people. Google has become an employer of choice, something that not only improves its innovative capabilities, but will also allow it to hire the advertising sales people with the best contacts. Google offers the most attractive packages, both to engineers and to marketers. As such, Google's human resources capabilities are one of the reasons it continues to excel against some very strong competitors -- it has better people.

The Google brand is becoming a major resource as well for the company. Google's rapid emergence comes…