Management: Overcoming Complexity
Winning these different fights won't be easy. But the principal challenges could well come from within Google itself. The main challenge is the business's increasing complexity, which can't be solved simply by hiring more staff. Google will also have to take the following things into account:
Greater market diversity
A richer commercial offering
An increasing overlap of economic, political, and technical issues
Technical problems that are extremely difficult to solve, like machine translation and the indexing of sounds and images
In 1955, Edith Penrose, an American economist (well known for her contribution to the resource-based view of strategic management) published a paper called "Limits to the Growth and Size of ...