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Memetic mapping and genealogy of Google’s organizational culture

Farzad Fesharaki (Allameh Tabataba'i University, Tehran, Iran)

International Journal of Organizational Analysis

ISSN: 1934-8835

Article publication date: 6 July 2021

Issue publication date: 7 December 2022




The purpose of this study is to describe the culture of Google using memetic mapping.


Printed and online texts published about Google are coded, and 40 memes are discovered. Memes are placed into six levels of organizational culture, namely, basic assumptions, values, norms, artifacts, work procedures and human resources practices.


To understand the formation of Google’s culture in the course of history, genealogy method is applied. In this approach, parent of each meme (the culture from which the meme is adopted) is identified. In total, 85 cultures that had impacts on the emergence of Google’s culture are recognized and analyzed.

Practical implications

Practical implications are presented as memetic engineering technique, which is capable of diagnosing and treating defective memes to facilitate and enhance the internal dynamics of corporate members.

Social implications

The application of this approach for tackling the challenges posed by the COVID-19 pandemic is discussed through a real-world example.


Memetic mapping is a powerful tool for managers, consultants and organizational researchers to explore the cultural phenomenon and change it to achieve higher performance.



Fesharaki, F. (2022), "Memetic mapping and genealogy of Google’s organizational culture", International Journal of Organizational Analysis, Vol. 30 No. 6, pp. 1271-1285.



Emerald Publishing Limited

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