Global Strategic Communication in the Technology Sector

Global Strategic Communication in the Technology Sector:

A Comparative Study of Apple and Google

Carline Brown, Sabrina Correa, Dominic Mateus, Kennedy Springer, Maria Martinez-Guzman

Team 1

Florida International University

Global Strategic Communication Management

Professor Bermudez

October 13, 2024

Global Strategic Communication in the Technology Sector

Table of Contents

1. Overview/ Introduction to the Technology Industry

2. Apple and Global Strategic Communication
3. Google and Global Strategic Communication
4. Privacy and Data Security in GSC:

Apple’s Privacy Strategy

Google’s Privacy Strategy

5. Innovation as a driver of Global Communication

6. Brand Loyalty and Trust
7. Cultural Adaptation
8. Summary of Best Practices
9. Conclusion

Technology Overview
Global Strategic Communication in the Technology Sector

The technology industry has been integral to society for decades. Today, it plays an essential role
in global communication by encompassing a spectrum of digital devices, software applications,
and social networks. Technology has made communication more accessible and transformed the
way we collaborate, develop ideas, and interconnect. This industry has been incorporated to
enhance progression efficiently. The power of technology has globally paved the way to change
that we seem unable to elude from.

Implications of Technology in Global Strategic Management

While technology has made communication easier and faster, it faces many challenges like the
rise of privacy and security concerns. Data breaches, access to information that is not authorized,
and the misuse of communication data are risks that users simply overlook (Connolly, 2024). For
example, Facebook has pushed privacy boundaries with behavior target marketing where private
purchasing information was used beyond Facebook. The Age, an Australian newspaper, wrote
“After copping a barrage of criticism from users and the media, Facebook CEO Mark
Zuckerberg has broken his silence and apologized for flagrantly breaching user privacy in the
pursuit of profits.” Private information that is made public can result in long-term damage to an
individual and can present significant legal issues (Williams, 2009, p. 72).

Organizations that operate globally may face challenges because countries have different
regulations. For example, The Court of Justice of the European Union (EU) overruled Google’s
appeal regarding the Google Shopping case. Google abused its dominant position in the search
engine market by favoring its comparison shopping services on the results page. The ruling is set
to shape antitrust measures in the tech industry alongside enforcing the EU’s new regulation
under its Digital Markets Act (DMA) (Google Shopping, 2024).

Importance of Innovation, Connectivity, and Information Exchange

Innovation drives the technology industry and is fundamental to growth. Organizations that are
customer-centric present opportunities for continuous improvement leading to innovative
strategies. Technology and innovation initiatives enable an organization to transform new ideas
into products and services that increase consumer value, organizational efficiency, and
profitability.

Connectivity has enabled the way we learn and engage with today’s society. The use of
technology has impacted connectivity by opening the door to remote work, education degrees
that can be completed online, and access to news information that occurs globally.

The development of communication has increasingly evolved and has allowed us to keep in
continuous connection worldwide. Social media networks like Facebook, Instagram, and Twitter
enable their users to stay connected through the digital realm. With these platforms, users can
create, share, and exchange information immediately. In this digital era, almost all businesses
have immersed themselves in targeting their consumers using social media platforms.
Communication tools like FaceTime, Zoom, and Google Meet provide us with social interactions
through audio and video at any given time and place. Technology continues to be one of the
fastest growing industries and is a vital component that has emerged into our lives.
Global Strategic Communication in the Technology Sector

Insights on Trends, Competition and Market Dynamics

Corporate social responsibility initiatives have incorporated sustainability into their business
tactics as companies strive for a more green environment. Organizations have committed to be a
part of the environmental change and are attempting to reduce their carbon footprint by
incorporating sustainable materials into their product development. For example, organizations
like Apple and Google run their data centers and offices on 100% renewable energy (Embracing
Sustainability, 2024).

AI has emerged in various sectors. Almost all websites have a customer service AI bot that
answers basic questions before being transferred to a representative. Voice assistants like Siri
and Google can perform tasks like setting reminders, acquiring information, and assisting with
directions. E-commerce websites can help recommend products and finalize decision-making
based on past purchases. AI has created endless opportunities for innovation and optimizing
effectiveness.

The rise of 5G technology delivers faster internet connectivity, lower latency, and enhances a
more connected and efficient world. 5G is more than just quicker internet access, it has
contributed to healthcare services, smart cities, and autonomous vehicles. With its potential to
drive economic growth and support emerging technologies, 5G is molding into the digital space
(Flinders, 2024).

Virtual reality (VR) has reshaped and revolutionized communication by creating immersive
experiences through a virtual world. Businesses, entertainment, and education have benefited
from this augmented reality. This 3D computer-generated content can be experienced through a
VR headset that provides an artificial world where you can move around and interact with
features. VR has advanced to an extensive range of fields that take advantage of performing tasks
that are hard to practice due to limited resources or inherent risks and dangers that can sometimes
lead to catastrophic consequences. VR opens up opportunities for people to practice these tasks
safely while also being immersed enough for it to feel realistic and transferable to the real world
(Hamad & Jia, 2022).

The technology industry is a competitive sector with companies like Apple and Google
dominating the market and economic growth with their devotion to innovation, cloud computing,
and cutting-edge technology. Smartwatches, audio sunglasses, and other wearable technology
have been integrated into our everyday pieces (Rogers, 2021). These companies play a central
role in revolutionizing the modern world.

Apple and Google

Apple has dominated today’s society with its appealing innovative design, integration with other
Apple devices, and cutting-edge technology. In our technology-based world, an Apple product is
never far away. Although its seamless design is a plus, Apple has built its reputation on
performance, user-friendly interface, and longevity.
Global Strategic Communication in the Technology Sector

Google plays a leading role in cloud computing, AI, and digital advertising. The world’s largest
search engine has revolutionized global communication. Their development of software and
hardware devices is influencing the shaping of digital culture.

Apple and Global Strategic Communication

Company Overview
Global Strategic Communication in the Technology Sector

Apple Inc. is a multinational technology company best known for its consumer gadgets, software,
and digital services. As one of the world's most valuable brands, Apple's global reach stems from cutting-
edge technology, inventive product design, and purposeful global communication initiatives. Apple's
product portfolio, which includes iPhones, iPads, Mac computers, and Apple Watches, continues to
dominate the global marketplace. With a strong emphasis on user experience, Apple has built an
ecosystem that seamlessly connects hardware, software, and services, bolstering its global consumer
appeal (Apple, 2023).

Key Communication Strategies

Apple's communication strategies are critical to its brand identification and business growth.
These include product launches, corporate social responsibility (CSR) efforts, and brand communication.
1. Product Launches
Apple product launches, such as those for the iPhone and other products, are global events that
generate a lot of media coverage and consumer curiosity. These releases are meticulously planned and
promoted, emphasizing innovation and brand devotion. The company's Worldwide Developers
Conference (WWDC) and product unveiling events, frequently live-streamed to millions, demonstrate the
brand's ability to control its messaging and generate excitement in worldwide markets. According to
Apple's 2023 annual report, these events are critical to preserving consumer loyalty and positioning the
company at the forefront of innovation.

2. Corporate Social Responsibility (CSR)

Apple's dedication to corporate social responsibility is key to its communication strategy. The
company has made significant progress in promoting environmental sustainability and ethical labor
practices, establishing itself as a leader in responsible tech manufacturing. Apple aims to achieve carbon
neutrality across its entire supply chain by 2030, as outlined in its latest Environmental Progress Report.
This supports the company’s emphasis on sustainability, a crucial aspect of its branding, especially in
regions with strict environmental regulations, such as the European Union (Apple, 2023).

3. Brand Communication
Apple's minimalistic approach to marketing advertising is another distinguishing feature. The
company's messaging stresses simplicity, design, and the customer experience. This minimalism extends
to its advertising, packaging, and retail environments, which frequently emphasize the product's elegant
form and utility rather than bombarding the consumer with technical jargon. Apple's marketing strategy,
which conveys a sense of luxury, innovation, and simplicity, has played an essential role in developing its
iconic global brand.
(Apple, 2023).

4. Technological Contributions
Apple has played a crucial role in advancing technology that has dramatically impacted the field
of communication. Platforms like iMessage and FaceTime have become integral to global personal and
business communication, while services like Apple News have transformed how users consume media.
These services are designed to integrate seamlessly with Apple’s hardware, fostering an ecosystem that
enhances user retention and loyalty. Apple's innovation in communication platforms has expanded its
technological influence and deepened its engagement with users worldwide (Apple, 2023).

5. Global Reach and Challenges

Navigating international markets presents both opportunities and challenges for Apple. The
company’s global reach extends to major markets such as China, Europe, and the Americas. However,
Global Strategic Communication in the Technology Sector

Apple must adapt to diverse regulatory environments and cultural expectations while maintaining a
consistent brand identity. For example, in China, one of its largest markets, Apple has had to balance
regulatory requirements with its core values of privacy and freedom of information (Apple, 2023).
Simultaneously, Apple has faced stringent antitrust regulations in the European Union, prompting
adjustments to its App Store and service offerings to comply with local laws (Apple, 2023).

Apple’s strategic communication, technological innovation, and global influence have solidified
its position as a leader in the technology sector. The company’s ability to balance product launches, CSR
initiatives, and global challenges continues to drive its success in the international communication
landscape.

Google and Global Strategic Communication

In today's increasingly international corporate world, effective technical communication

is essential. Remaining relevant requires a business to create and deliver communications that
Global Strategic Communication in the Technology Sector

support its objectives across several languages, cultures, and geographical areas. Effective
communication involves addressing a wide range of audiences and cultural nuances, requiring
businesses to consider the diverse situations present in global markets. Public relations,
advertising, media management, and branding strategies are all integrated in this sector to
provide global relevance. Coherent communications that support an organization's goals in
business, politics, and social causes, among other areas. One company that has not just navigated
but excelled in the challenges of international communication is Google, a brand known for its
innovative products and technology, inspiring us with its global success.
Google's Global Communications & Public Affairs (GCPA) division is pivotal in
addressing crucial public policy concerns. This division promotes modern products and services
and highlights the value of modifying branding initiatives and harnessing social media to
strengthen Google's communication strategy. By utilizing audience-specific strategic
communication techniques, Google's GCPA division can customize local content to appeal to
various consumers while maintaining consistency throughout its global presence. Google
successfully navigates the complexity of international marketplaces by striking a balance
between local relevance and global uniformity. The company's communication strategy is
effective and impressive in its open, creative, and adaptable approach that aligns with its
transparent conversations and user-centered process (Inside et al.), illustrating how multinational
corporations can create meaningful connections with consumers worldwide.
Google prioritizes communication platforms, aggressive engagement in public policy,
and targeted messages in its global communication strategy. Google reaches billions of
customers globally through social media and platforms like YouTube and its channels for
product announcements and policy statements. Furthermore, Google's Global Communications
and Public Affairs (GCPA) team explains the company's perspective on significant issues such as
legislation and data protection. It ensures that the government and the general public understand.
Google's strategy correspondingly relies on its ability to balance local adaptation and global
uniformity. Google adjusts its marketing to fit cultural differences and regulatory limits in
various regions while keeping a consistent corporate image. As Google’s emphasis on openness
highlights, effective branding often requires adapting communication strategies to fit different
markets. Google has tailored its branding to align with cultural preferences and regulatory limits,
ensuring its brand message is legible and appealing in various geographical contexts. Creating a
consistent brand identity for the firm and generating trust, loyalty, and familiarity with the target
audience through consistent messaging across all media are critical components of a successful
marketing strategy. As a worldwide technological brand, Google pursues various tactics that
consider the unique characteristics of both global and local markets.
While Google emphasizes consistency across global markets, it also understands that
different cultural, economic, and competitive factors require distinct branding tactics for local
markets. Brands' top priorities in global markets are standardization, upholding a consistent
image, and highlighting universal values like quality, innovation, and satisfaction to resonate
Global Strategic Communication in the Technology Sector

across diverse cultures. These companies must be able to balance local relevance and global
consistency since certain ads might transfer poorly across cultural divides. Local markets are a
testament to the adaptability and resilience of businesses. They strongly emphasize
customization, with companies tailoring their messaging and offerings to align with local
preferences. These businesses thrive when they deeply connect with local values and foster
emotionally solid relationships with their communities. Despite financial obstacles and
competition from global businesses, they continue to grow and succeed in the long term. Google
prioritizes universal qualities in its worldwide markets, including innovation, openness, and
accessibility, to ensure its brand message is legible in various geographical contexts. With
accessible platforms like YouTube and Google Search that provide easy access everywhere, the
corporation gains economies of scale. Google has changed its messaging in local markets to
match unique cultural, linguistic, and legal circumstances. To address areas with poor internet
access, Google provides offline functions for Google Maps, exemplifying how the company may
tailor its services to local requirements.
Established and emerging economies have different branding strategies, reflecting each
market's unique needs and features. Brands in developed markets prioritize emotional ties and
customer loyalty through innovation, personalization, and high quality. Businesses leverage their
well-established brand to provide exceptional customer experiences, such as data analytics and
personalized marketing, to keep up competitively. As well-established markets become
increasingly saturated, companies must continuously innovate and differentiate themselves to
stay relevant. In contrast, branding in developing countries strongly emphasizes accessibility,
security, and usefulness to appeal to budget-conscious consumers. While brand loyalty is
commonly lower in these areas, brands succeed by developing trust and dependability.
Companies usually participate in corporate social responsibility (CSR) programs or facilitate
with local influencers to build a solid local presence. However, regulatory obstacles, different
customer tastes, and limited infrastructure are challenges that growing countries provide to
brands, making it crucial for companies to adapt their branding strategies to these unique
circumstances.
These two market categories require different branding tactics for a company like
Google. Google emphasizes the seamless user experience provided by its various services,
including Gmail, Drive, and Photos, to keep users in the market. Google excels at digital
branding by leveraging its platforms, such as Google Ads, to offer tailored advertising
experiences. For instance, in emerging regions, Google focuses more on accessibility and
affordability, as seen by devices like Android Go, presumably for lower-income users. However,
Google faces challenges in these markets, such as competition from local brands and regulatory
hurdles. In order to maintain its reputation as a trustworthy brand and make itself available to a
broader audience, Google also invests in trust-building through CSR projects and collaborations
with regional authorities. These examples illustrate how Google adapts its branding tactics to
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different markets, ensuring its brand message is legible and appealing in various geographical
contexts.
In addition to varying approaches between global and local markets, companies like
Google must also navigate the divide between luxury and mass-market branding. Brands in the
luxury market stress exclusivity, craftsmanship, and legacy to convey status. The value of
craftsmanship in luxury brands is unparalleled. Limited availability of their items preserves their
popularity, while customization, high-end customer service, and limited-edition offers improve
the entire consumer experience. However, luxury businesses have the issue of negotiating
exclusivity with the desire to be visible, particularly on social media platforms. Mass-market
companies, on the other hand, prioritize broad appeal, providing inexpensive, high-quality items
to a wide range of consumers. Their branding stresses efficiency, value for money, and wide
availability. Supply chains and distribution networks must be optimized in the mass market to
remain competitive. However, mass-market brands face challenges such as intense price
competition and differentiation in saturated markets. These challenges underscore the need for
mass-market brands to innovate and continuously differentiate themselves to stay relevant.
Though creative, Google caters mainly to the masses. Its branding emphasizes
accessibility and variety rather than luxuries. Products like the smartphone Pixel are marketed as
affordable alternatives to expensive electronics. Furthermore, Google's success in the mass
market is attributed to its free offerings, such as Android, Gmail, and Google Search, which
allow the company to expand its global reach and capture a sizable portion of the market. This
mass-market strategy contrasts luxury enterprises that prioritize exclusivity and first-rate
experiences. The company's approach, highlighted by its readily available goods and services,
offers an intriguing comparison to the more exclusive strategies of luxury brands. One essential
tool in managing these complexities is social media, which has transformed international
communication by allowing companies to engage directly with consumers in real time. Reaching
various audiences requires balancing a customized message and a unified global image. The rise
of social media, a transformative tool in international communication, has further accelerated this
process, allowing companies to engage with consumers in real time across different regions.
Luxurious brands emphasize exclusivity and premium experiences, whereas mass-market
branding emphasizes a more mainstream approach. In difference, mass-market brands focus on
affordability and accessibility. Understanding these differences and the varying demands of
developed and emerging markets is critical for companies aiming to tailor their strategies and
succeed globally effectively.
Social media has become a priceless tool for international communication, allowing
businesses to reach various consumers and build their brands. These platforms harness real-time
customer interaction and are essential for public relations, product launches, and managing brand
perception. Google dramatically expands its reach into international markets by using YouTube
as a single center for product launches, tutorials, and instructional videos. Along with various
social media sites to promote interaction through interactive programs like Google Doodles,
Global Strategic Communication in the Technology Sector

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which encourage user participation and creativity. Using this open engagement strategy, Google
can create and sustain international communities by projecting a brand image that prioritizes
openness and community globalization. The controlled messages on these platforms allow for
upholding its reputation for community building and creativity (Quarter, n.d.). Establish real-
time relationships with their audiences and develop their global identities by skillfully integrating
social media into their corporate communication strategies, bridging the gap between global
uniformity and localized involvement, and demonstrating the significance of social media for
modern branding campaigns.
Companies operating in today's international economy must communicate effectively to
negotiate various cultural, economic, and competitive environments. Google is a shining
example of a company that effectively balances local relevance and global consistency by
tailoring its marketing techniques to appeal to different regions. The company's ability to retain a
consistent brand identity while accommodating local requirements is illustrated by its Global
Communications & Public Affairs division, branding initiatives, and privacy rules. This
strengthens relationships, establishes credibility, improves visibility in the dynamic business
world, demonstrates mass-market goods, and uses social media to engage audiences. Long-term
success for businesses expanding globally will continue to depend on their ability to comprehend
and adjust to the subtleties of other markets while maintaining the essential principles of their
brand.

Company Case Studies: Comparison and Contrast of Apple and Google in Global Strategic
Communication

In today’s digital age, privacy has become a paramount concern for users as companies collect
vast amounts of data for various purposes. Two of the largest and most influential tech companies, Apple
and Google, take markedly different approaches to privacy, reflecting their distinct business models.
While Apple markets itself as a champion of privacy, leveraging this as a core selling point, Google has
traditionally relied on data-driven advertising as the foundation of its business model. This essay explores
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the similarities and differences between Apple and Google's privacy approaches, analyzing their policies,
practices, and implications for users and the broader tech ecosystem.

Apple’s Privacy-Centric Approach

Apple has made privacy a cornerstone of its brand identity. Its public stance is that privacy is a
fundamental human right, as frequently emphasized by CEO Tim Cook. Apple's business model,
primarily focused on selling hardware like iPhones, iPads, and Macs, does not heavily depend on
advertising revenue generated from user data. This allows Apple to adopt a more privacy-centric
philosophy without negatively impacting its bottom line.

1. Privacy by Design
Apple’s "Privacy by Design" principle is deeply embedded in its product development process.
This philosophy ensures that privacy features are built into Apple’s products from the outset,
rather than being tacked on as an afterthought. For instance, Apple devices feature on-device data
processing, meaning that sensitive data such as facial recognition (Face ID) and fingerprint data
(Touch ID) are stored locally on the device rather than in the cloud. By limiting the amount of
user data that leaves the device, Apple significantly reduces the risk of data breaches.

2. Data Minimization
Another key aspect of Apple’s privacy strategy is data minimization. Apple collects only the data
necessary to improve user experience and function, and it often gives users control over what data
they share. For instance, with iOS 14, Apple introduced a feature called App Tracking
Transparency (ATT), which forces app developers to request permission from users before
tracking their activity across other apps and websites. This feature gave users more visibility and
control over how their data was used, leading to significant pushback from companies like
Facebook, which rely on cross-app tracking for targeted advertising.

3. Encryption
Apple places a heavy emphasis on encryption, ensuring that data transmitted and stored on its
devices is protected. iMessages and FaceTime calls are end-to-end encrypted, meaning that only
the sender and recipient can access the content, not even Apple. The company’s encryption
policies have brought it into conflict with government authorities, such as during the 2016 San
Bernardino case when Apple refused to create a backdoor for the FBI to access an iPhone
involved in the investigation. Apple argued that doing so would compromise the security of all
users, underscoring its commitment to user privacy even in the face of legal pressure.

4. Differential Privacy
To balance the need for data collection with user privacy, Apple employs techniques like
differential privacy. This method allows Apple to gather insights into how users interact with
their devices while keeping individual data anonymous. Differential privacy adds statistical noise
to data sets to obscure individual information, allowing Apple to collect useful trends without
compromising personal privacy.

Google’s Data-Driven Approach

Google’s approach to privacy is shaped by its business model, which revolves around offering free
services such as search, Gmail, YouTube, and Google Maps, supported by advertising revenue generated
through user data. Google’s vast data collection allows it to deliver personalized experiences and highly
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targeted advertising, which has been the primary driver of its financial success. However, this data-centric
model presents challenges in balancing privacy with the personalization of services.

1. Data Collection for Personalization

Unlike Apple, Google thrives on data collection and has built a vast ecosystem of services that
collect user data across devices and platforms. Google’s search engine, Android operating
system, and various apps like YouTube and Google Maps collect information about user habits,
locations, preferences, and interests. This data is used to improve the accuracy of Google’s
services, such as delivering relevant search results or suggesting routes on Google Maps.
While this level of personalization enhances user experience, it raises privacy concerns. Google
offers users some control over their data through privacy settings, such as the ability to delete
search history, location history, and manage personalized ad settings. However, critics argue that
the default settings often favor data collection and that navigating privacy options can be
confusing for the average user.

2. Advertising and Data Monetization

Google’s core business model is built around advertising, and it relies heavily on user data to
serve personalized ads. Through tools like Google AdSense and Google AdWords, the company
provides advertisers with insights into user behavior, allowing them to target specific
demographics and interests. This approach has made Google a dominant force in the digital
advertising industry but has also made it a lightning rod for privacy advocates who argue that
Google collects excessive amounts of data without giving users enough control.
In response to growing privacy concerns, Google announced plans to phase out third-party
cookies on its Chrome browser by 2024. This move is part of its Privacy Sandbox initiative,
which aims to create new advertising tools that protect user privacy while still allowing
advertisers to target relevant audiences. However, skeptics question whether these new tools will
significantly improve privacy or simply shift the methods through which user data is monetized.

3. User Control and Transparency

Google has made efforts to give users more control over their data. The Google Account
dashboard allows users to manage their privacy settings, view and delete data such as search
history and location data, and opt out of personalized ads. Google also provides transparency
reports detailing government requests for user data and how it responds to these requests.
However, Google’s approach to transparency has faced criticism. Privacy advocates argue that
while Google offers tools to manage privacy, the complexity of the settings and the default data
collection practices make it difficult for users to fully understand how their data is being used.
This contrasts with Apple’s more straightforward approach, where privacy settings are
prominently displayed, and users are required to opt in to data sharing, rather than opt out.

4. Privacy Innovations: Federated Learning

Google has invested in privacy-enhancing technologies like federated learning, which allows
machine learning models to be trained across decentralized devices without collecting raw data.
This approach helps improve services like Gboard’s predictive text function without sending
users’ private data to Google’s servers. However, federated learning is still in its early stages and
has not been widely implemented across Google’s products.

Key Differences in Privacy Philosophy

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The most significant difference between Apple and Google lies in their business models, which
directly shape their privacy philosophies. Apple, as a hardware company, does not depend on user data
for revenue and is therefore able to prioritize privacy in a way that aligns with its brand image. Google,
on the other hand, is deeply entrenched in the digital advertising ecosystem, which necessitates extensive
data collection to drive personalized advertising.
While Apple’s approach is to minimize data collection and prioritize user control, Google focuses on
balancing personalization with privacy, collecting large amounts of data while giving users tools to
manage their privacy settings. This has led to a more complex relationship between users and privacy in
Google’s ecosystem, where personalization often comes at the cost of data transparency.

Apple and Google represent two distinct poles in the privacy debate. Apple’s privacy-first
approach, rooted in its hardware-based business model, allows it to limit data collection and prioritize
encryption and user control. In contrast, Google’s data-driven approach leverages vast amounts of user
data to deliver personalized experiences, with privacy measures layered on to mitigate concerns. As
privacy becomes an increasingly important issue for consumers, the differences between these two
companies’ strategies will continue to shape the future of data protection in the tech industry.

Privacy and Data Security in Global Strategic Communication

Apple’s Privacy Strategy:

Apple has consistently emphasized privacy as a critical differentiator in the global marketplace.
Recognizing the growing concerns over data security, Apple has built its brand around the idea that
privacy is a fundamental human right. This focus on privacy sets Apple apart from its competitors and
plays a significant role in shaping its global communication strategy.
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1. Minimal Data Collection and User Control

Apple's privacy policy limits data collection while offering users more control over their personal
information. Unlike many technology businesses that rely on personal data to generate advertising
revenue, Apple has taken a strong position against intrusive data collection. The company's renowned
motto, "What happens on your iPhone stays on your iPhone," demonstrates its commitment to protecting
consumer data (Apple, 2023). Features like App Tracking Transparency (ATT), which mandates that apps
obtain user agreement before tracking a user's activities across various apps and websites, support this
strategy. By fostering openness and control, Apple reassures its customers that their data will not be
monetized, thereby increasing consumer trust.

2. Privacy by Design
From the beginning, Apple has incorporated privacy into its product design, a principle known as
“privacy by design,” which implies that every phase of the product development process takes privacy
into account. For example, built-in encryption on iPhones and other Apple devices prevents unwanted
third parties from accessing user data. Additionally, Face ID and Touch ID features use on-device
processing, ensuring that biometric data never leaves the device (Apple, 2023). Apple’s focus on privacy
extends to its services, such as iCloud, which offers encrypted storage options for sensitive data.

3. Marketing Privacy as a Competitive Advantage

Incorporating privacy into its marketing strategy has been critical to Apple’s success in building
consumer trust. In commercials and promotional materials, Apple frequently draws attention to its privacy
features and emphasizes that its products are made to protect customer data. For example, during product
launches and global advertising campaigns, Apple reinforces that its devices offer superior privacy
compared to competitors. This privacy-centric marketing attracts privacy-conscious consumers and sets
Apple apart as a leader in ethical technology practices (Apple, 2023).

Apple’s privacy strategy—centered on minimal data collection, privacy by design, and strategic
marketing—has played a pivotal role in enhancing consumer trust. By making privacy a key pillar of its
global communication strategy, Apple continues to distinguish itself as a technology company that
prioritizes user security and control.

Google’s Privacy Strategy:

● Balance between data-driven business models (e.g., targeted ads) and ensuring user privacy.
● Public efforts to maintain transparency in data collection and use (e.g., Google’s data dashboards
and privacy tools).
● Ongoing challenges with data regulation compliance (e.g., GDPR, U.S. investigations).
Global Strategic Communication in the Technology Sector

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Google’s privacy strategy is multifaceted, balancing the need for data-driven business
models, such as targeted advertising, with user privacy protection. The company collects user
information to enhance its services, such as understanding language preferences and delivering
more personalized insights on relevant advertisements. According to Google’s Privacy Policy,
user interaction with the company’s services and privacy settings determines the amount and
type of data collected. Users can control their data even when not signed into a Google account.
To maintain preferences and provide more personalized experiences across sessions, Google uses
unique IDs associated with browsers or devices (Google, n.d.). Google’s commitment to
improving its services shows that it values its users and strives to provide a better online
experience.Google attempts to keep its data-collecting methods transparent, which is one of the
fundamental components of its strategy. Tools such as data dashboards and privacy settings
allow users to control the information collected about them and how that data is used (Google,
n.d.). Google's Transparency Report, which is updated often and includes information on
political advertising, government data requests, and content removal, is another example of the
company's dedication to transparency (Google et al., 2022). This is consistent with their
initiatives to encourage ethical data usage and address growing privacy concerns. However,
Google continues to need help to comply with data regulations, particularly in light of strict rules
such as the General Data Protection Regulation (GDPR) of the European Union. The GDPR
stipulates various requirements, such as security, data minimization, and transparency, to ensure
that companies manage personal data properly (GDPR.EU, n.d.). Google must continuously
oversee adherence to these regulations while finding a middle ground between permitting data-
driven services and safeguarding user privacy. As a result, implementing robust security
measures and managing data violations remain critical challenges for the company. Google's
privacy strategy shows a proactive attempt to balance user privacy and a data-driven company's
needs. Although consumers have power over the company's transparency tools, Google must
continue to comply with regulations, including GDPR, and uphold strict data protection
procedures to foster confidence and safeguard user information in a society that is becoming
increasingly data-centric.

Innovation as a driver of Global Communication:

Innovation as a Driver of Global Communication:

Comparative Analysis of Google and Apple
Innovation is a driving force behind the rapidly evolving landscape of global communication, with tech
giants Google and Apple leading the way. Both companies have fundamentally reshaped how people
communicate and share information across the world, but they have done so through distinct strategies
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and approaches. While Google emphasizes open-source collaboration and software-based solutions,
Apple focuses on a closed ecosystem with a hardware-centric strategy that prioritizes user experience and
security. In this essay, we will compare the innovations of Google and Apple in global communication,
examining their roles in shaping the digital landscape.
Google's Approach: Open Source and Accessibility
1. The Role of Android in Global Connectivity
One of Google’s most significant contributions to global communication is Android, the open-source
mobile operating system that powers billions of devices around the world. Android’s affordability and
accessibility have made it the go-to choice for mobile devices, particularly in developing countries where
cost is a significant barrier to technology adoption. Android's dominance in the mobile market (holding
over 70% of the global market share) reflects Google’s innovation strategy of making technology
accessible to everyone. This open-source model encourages collaboration from developers globally,
driving rapid innovation and customization, which in turn supports diverse communication needs across
different regions and cultures.
The availability of affordable Android devices has democratized access to communication tools such as
messaging apps, social media platforms, and cloud-based services. This is particularly important in
regions where traditional infrastructure, such as landline phones or broadband, is limited. With
innovations like Google’s Project Loon, which aimed to provide internet connectivity via high-altitude
balloons, Google continues to push the boundaries of global communication by seeking to connect even
the most remote parts of the world.
2. Google Search and Information Access
Google’s search engine, a monumental innovation in its own right, has revolutionized the way people
access and share information. In the context of global communication, search engines play a critical role
in enabling users to find, distribute, and verify information in real-time. Through its various algorithms
and artificial intelligence (AI)-driven tools, such as Google Translate, the company has broken down
language barriers, enabling people from different linguistic backgrounds to communicate seamlessly. This
has had profound implications for global commerce, diplomacy, and social interaction.
Google’s use of AI and machine learning to improve the accuracy and relevance of search results has also
enhanced the speed and quality of communication. Innovations such as Google Assistant, powered by
natural language processing (NLP), allow users to interact with technology more naturally, making
information retrieval more efficient and accessible.

3. Google Meet and Collaboration Tools

In the corporate and educational spheres, Google has innovated with tools like Google Meet, Google
Drive, and Google Docs, which have transformed collaboration. Google Meet became especially
prominent during the COVID-19 pandemic, when remote work and virtual classrooms became the norm.
By enabling real-time video communication, document sharing, and collaborative editing, Google has
contributed significantly to global communication infrastructures, making it easier for teams spread
across different time zones to work together seamlessly.
Apple’s Approach: Closed Ecosystem and Premium Experience
1. The iPhone and the Birth of the Modern Smartphone
If Google’s Android has been the engine for widespread accessibility, Apple’s iPhone has been the
beacon of premium, cutting-edge technology that has redefined personal communication. The iPhone,
launched in 2007, is widely regarded as the catalyst for the modern smartphone era. With its intuitive
touch interface, seamless integration of hardware and software, and focus on user experience, Apple
fundamentally changed how people communicate, browse the web, and interact with digital content.
Global Strategic Communication in the Technology Sector

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The iPhone was the first mobile device to effectively combine telephony with internet access, email,
multimedia, and apps, all within a single, portable device. The App Store, introduced in 2008, opened
new avenues for developers and led to the creation of communication apps such as WhatsApp, Snapchat,
and FaceTime, which continue to play pivotal roles in global communication. The innovation of
iMessage, integrated deeply into the Apple ecosystem, has further enhanced personal communication by
providing secure, fast, and media-rich messaging services.
2. Hardware-Centric Innovations: From FaceTime to AirPods
Apple’s innovations are often tightly integrated with its hardware, creating a controlled ecosystem that
emphasizes user privacy and experience. FaceTime, Apple’s proprietary video-calling platform, was a
game-changer in video communication when it launched in 2010. By embedding FaceTime into its
devices, Apple provided an easy, secure way for users to make video calls without relying on third-party
apps. This hardware-software integration ensures a high level of performance, stability, and security,
which are key concerns in global communication.
AirPods and the Apple Watch further illustrate Apple’s hardware-centric approach to innovation. AirPods
have revolutionized how people interact with voice assistants and make calls hands-free, while the Apple
Watch enables users to receive and respond to messages, calls, and notifications directly from their wrist.
These products represent Apple’s vision of a seamless communication experience, where hardware and
software work together to enhance connectivity without disrupting the user’s daily life.
3. Privacy and Security as Pillars of Communication
One of the key differentiators between Apple and Google is Apple’s focus on privacy and security. In
global communication, where data privacy concerns have become paramount, Apple’s innovations in
encryption and data protection stand out. The company’s commitment to end-to-end encryption in
iMessage and FaceTime ensures that user communications remain private and inaccessible to third
parties, including Apple itself. This focus on privacy has resonated with consumers, particularly in an era
where concerns over data breaches and unauthorized access to personal information are on the rise.
Apple’s emphasis on user privacy is not only a selling point but also a significant driver of innovation.
For example, the company’s introduction of privacy labels in the App Store forces developers to disclose
how they use user data, pushing the entire industry toward more transparency and responsible data
practices. This aligns with the growing demand for more secure communication platforms, making Apple
a leader in this space.
Google & Apple: Different Paths to the Same Goal
While both Google and Apple have had an undeniable impact on global communication, they have taken
different paths to get there. Google’s open-source, software-driven approach prioritizes accessibility,
collaboration, and the democratization of information. Innovations like Android, Google Meet, and
Google Translate have made communication tools more affordable and accessible, especially in
developing markets. On the other hand, Apple’s closed ecosystem focuses on premium user experience,
seamless hardware-software integration, and a strong emphasis on privacy and security. The iPhone,
FaceTime, and AirPods exemplify Apple’s commitment to innovation that enhances the quality and
security of communication.
In essence, Google and Apple represent two sides of the same coin in the realm of global communication.
Google’s innovation is driven by a philosophy of openness and inclusivity, aiming to connect as many
people as possible. Apple, meanwhile, focuses on creating a tightly integrated, secure, and premium
communication experience. Together, their innovations have shaped the way billions of people around the
world communicate, collaborate, and share information, driving the future of global communication
forward.
Global Strategic Communication in the Technology Sector

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Brand Loyalty and Trust:

In today’s competitive technology market, it is imperative that brands create loyalty amongst
their clients and customers in order to establish sustaining long-term success. For giants such as
Apple and Google, this loyalty comes from a combination of product quality, innovation, data
privacy, and effective crisis management. Both companies have developed a large and devoted
clientele, but their strategies for building and maintaining this loyalty differ in many significant
ways. Apple tends to lean their focus more on product quality, ethical practices, and privacy
whereas Google strives for an innovative and data centered business model. This report will
Global Strategic Communication in the Technology Sector

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explore the factors that contribute to brand loyalty of both Apple and Google, using insights
from industry experts, case studies, and an analysis of privacy and the role that it takes in
creating consumer trust.

Apple’s Approach to Brand Loyalty:

Apple has created a reputation for itself making and delivering high-quality, aesthetically
pleasing products that offer users a simple and seamless experience when using their products.
This is due to the company’s consistency in product design and functionality, which creates a
sense of reliability among its consumers. Apple products are known for their durability,
innovation, and durable design. These are all qualities that drive brand loyalty by making users
feel they are investing in long-lasting, premium devices that also create a sense of community
amongst its users. Another of Apple’s loyalty strategies is its strong commitment to privacy.
Apple has emphasized that privacy is a right, and position itself as a company, a protector of user
data. This resonates with consumers in an age where digital data security is a growing concern,
and it plays an important role in maintaining loyalty, especially with users who are concerned
with privacy. From highly anticipated product launches to its advertising campaigns, Apple
consistently sends a message to consumers of its commitment to innovation, quality, and user
privacy. Apple aims to make consumers feel like they are joining a way of life, a following of
loyal clients that are not just buying the next big gadget but are enhancing their way of life.

Google's Approach to Brand Loyalty:

Google’s brand loyalty is built around its innovation, products, and services. Google has
made itself a leader in technology through its advancements in artificial intelligence or AI,
cloud computing, and search engine algorithms. The company’s plethora of products and
services such as Android, Gmail, Google Maps, and YouTube, creates a system that users rely on
daily. Google’s data driven approach allows it to offer personalized services, creating a
convenient experience for users. For example, Google’s search engine gives results based on
individual needs and past inquiries and chosen results, similarly YouTube recommends content
based on past viewed videos. The personalization of results creates brand loyalty, as users
become accustomed to the intuitive services Google has to offer. However, Google has created a
reliance on user data for its advertising; this presents challenges of privacy. While many may
appreciate the personalized services, other users are increasingly expressing concerns of how
much of their information is being collected, shared and how it is being used. This could
potentially present an issue in Google’s loyalty strategy, as privacy concerns continue to grow
amongst consumers.

Apple Interview:

In an interview with Alejandro Martinez, Manager of Product Teams and Strategic Data
Solutions at Apple, we were able to explore aspects of the technology industry and Apple's
organizational structure. Alejandro shared a positive perspective on the technology industry,
describing it as being at an “inflection point”, especially with artificial intelligence (AI) on the
rise. Martinez stated “we are barely scratching the surface on AI and its promises and we are
Global Strategic Communication in the Technology Sector

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setting ourselves up for a revolution that I believe will be bigger than the Dot Com revolution.”
Martinez continued to emphasize that while AI has the potential to shape the industry into
something new, it must be developed carefully to avoid ethical shortfalls. Martinez added that
Apple has already begun to add AI into products like Siri and VisionPro. Apple, although large
in size, has maintained its original structure and organizes itself much like a start up, Martinez
says. Alejandro noted that Apple has one P&L (Profit & Loss statement) across all its products,
“Apple considers all Apple as one thing” Martinez states while comparing Apple to other
companies. Many companies operate with separate P&Ls for each product line. This structure
ensures cross-functional collaboration, Alejandro states that global teams take care of the values
and the strategy and the local teams take care of the day to day execution.”

Apple and Google Crisis Management:

How Apple and Google manage crises plays an essential role in ensuring consumer trust. Both
companies have endured challenges around data security and privacy. Apple continues to face
crisis management by diving deeper into its commitment to privacy and transparency with their
users. Apple Inc. established privacy as a core company value, reiterating the fact that consumer
privacy is their priority. Since, Apple has turned crisis into opportunities to reinforce its brand
message. Google has come face to face with several challenges, these crises have often been
abouts Google’s plentiful and diverse platforms. Google responds to crisis management by
ensuring quick responses and technical solutions. Google continues to respond to breaches and
crises by keeping moderation policies in check and improving algorithms. Google has enhanced
its transparency and security measures, but the question still remains: can balancing innovation
with responsibility impact long term consumer loyalty.

The Role of Privacy in Brand Loyalty:

Privacy has become a vital factor in creating brand loyalty for tech companies, especially
in an age where consumers are becoming more aware of data and security. Apple’s stance on
privacy, and its refusals to compromise user data, has become an established feature of its brand.
By prioritizing user privacy over commercial interest, Apple has built a loyal consumer base that
trusts the company to protect their information.Google has a more complex and intricate
relationship with privacy due to its need for data to enhance their advertising model.Although
efforts have been made on Google’s end to give users more control over their data, such as
increased control on privacy settings , concerns about data collection keep consumers wary of
Google’s model. This difference in the approach to privacy is a determinative factor in the divide
going on between Apple and Google users. Many consumers view Apple as the more trustworthy
brand, while others accept the data practices in exchange for the personalization that Google

Both Apple and Google have developed strong brand loyalty, but both companies have
achieved this through different strategies. Apple has remained focused on high-quality products,
user experiences, and a commitment to privacy has created a brand that is trusted by users. In a
Global Strategic Communication in the Technology Sector

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similar light, Google has created brand loyalty that comes from innovation, a plethora of
platforms, and user personalization. In the end, both Google and Apple will maintain the ability
to grow their brand loyalty based on their innovation and creative practices, crisis management
strategies, and readiness to handle consumer concerns within the realm of consumer privacy. We
are beginning to see a world in which brand loyalty may come down to who can protect their
consumers' privacy.

Cultural Adaptation
Global communication strategies often need to adapt to local cultures. The influence of culture
on technology adoption and design is imperative because it can foster innovation and enhance
relevance and usability (Edo, 2023). Apple and Google have adapted to cultural adaptation,
particularly in regions like Asia and Europe. They have retained brand consistency while being
culturally relevant by understanding and respecting different cultures while resonating with a
diverse audience.

Apple in Asia
According to “Apple International Expansion” (2023), Apple’s journey through global
development in countries like China have guided them through growth and discoveries. Adapting
to the Chinese market resulted in partnerships with local companies to understand consumers’
preferences for larger screens and dual SIM capabilities. In India, Apple has navigated pricing
challenges by offering refurbished hardware and financing options that make its products more
accessible.

Apple has implemented creative and emotionally appealing marketing campaigns to engage with
its consumers. They collaborate with local Chinese influencers that help bring brand awareness
Global Strategic Communication in the Technology Sector

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among the Chinese consumers. They produce marketing campaigns that showcase the respect
Apple has for Chinese festivals and holidays (Hesham, 2023).

Apple in Europe
In Europe, Apple has to adhere to its privacy regulations. Apple is committed to advertising
user’s privacy. In compliance with DMA, Apple announced changes to iOS, Safari, and the App
Store to reduce privacy and security risks (Apple, 2024).

Google in Asia
According to “Nikkei Asia” (2022), the Senior Vice President of Google, Prabhakar Raghavan
said, “to be successful, we have to invest in understanding local culture.” Raghavan recognizes
that countries like Vietnam and Indonesia have young populations with new internet users who
have trouble having access to information exchange. Google plans on setting up development
teams across Asian countries to tailor its services to different cultures.

Google in Europe
Google alters their communication in compliance with the EU privacy regulations. According to
Google’s consent policy, they conduct audits of websites and apps and require them to have a
Certified Consent Management Platform when placing ads in the European Economic Area,
United Kingdom, and Switzerland. Their commitment to transparency and control will improve
the consent experience.

Google Arts & Culture has partnered with European culture to bring their heritage online and
market a virtual experience. This experience showcases collections like traditional costumes and
iconic monuments to celebrate European Year Culture Heritage (Delacroix, 2018).
Global Strategic Communication in the Technology Sector

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Summary of Best Practices

Globalization allows multinational corporations to connect with diverse markets,

requiring a balance between maintaining a consistent global brand and adapting to local cultural,
economic, and consumer dynamics. Strategies that help global brands remain relevant in varied
markets while preserving a cohesive identity focus on organizational structure, corporate
reputation management, and sustainability. These pillars reveal how organizations manage their
reputation effectively. Organizational structure is crucial for brands operating globally while
catering to local demands. A strong customer connection is vital, as customer experience is
central to a brand's success. As companies grow globally, they must prioritize perfecting the
customer experience by being mindful of human connections, emotions, and empathy.
Successful global companies often employ decentralized decision-making, allowing local teams
autonomy to adapt strategies to regional preferences. For example, Unilever's regional branches
tailor marketing campaigns and product offerings to specific markets while maintaining
alignment with the overall brand. This balance between global consistency and local adaptability
empowers local teams to operate flexibly while staying true to the brand’s core identity. Cross-
functional global teams also help maintain unity across markets by incorporating diverse
perspectives and facilitating collaboration. Structures like this ensure local insights shape global
decisions, promoting innovation and enhancing product and marketing relevance across regions.
Innovation through localization is another critical practice for global brands. Companies
maintain brand consistency while meeting regional needs by tailoring products and campaigns to
Global Strategic Communication in the Technology Sector

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fit local tastes and preferences. Coca-Cola’s approach to product differentiation, which retains its
core identity, demonstrates how companies can engage local audiences while maintaining a
global presence. Automation in local business operations, such as email and SMS reminders,
shows how global changes can impact local effects when adapted to market-specific needs.
Managing corporate reputation globally involves navigating crises, maintaining
transparency, and ensuring cultural sensitivity. Proactive crisis communication is a cornerstone
for protecting a brand’s reputation. Johnson & Johnson’s response to the Tylenol tampering
incident is a prime example of effective crisis management, as it rebuilt trust through quick and
transparent actions. Brands must have frameworks for swift communication globally and locally,
ensuring consistent messaging while addressing regional concerns. Transparent global control is
essential for maintaining corporate reputation, with companies like IBM demonstrating their
commitment through detailed reports on ethical standards and governance. Ethical business
practices are fundamental to sustaining consumer trust.
Effective communication is critical to ensuring brand alignment. Over-communication
guarantees that a brand remains consistent across corporate and franchisee operations. Clarifying
messages to target audiences, such as vendors or internal leadership, enhances relationships and
maintains consistency. Determining the best communication channel, whether in-person
meetings, webinars, or text messaging, ensures the message resonates across markets. Cultural
sensitivity is a cornerstone for maintaining a positive brand image. Adapting messaging to align
with local customs and values is critical to building consumer trust. For example, McDonald’s
customizes its menus and marketing efforts to reflect regional preferences while upholding its
global identity, creating solid local connections without compromising brand consistency.
Sustainability is increasingly significant for global brands, with consumers prioritizing eco-
friendly and socially responsible companies. Sustainable practices are essential for brand
longevity and relevance. Patagonia’s commitment to using recycled materials and promoting
eco-friendly initiatives attracts environmentally conscious consumers. Social responsibility
initiatives also play a crucial role, as companies like Microsoft invest in education and
infrastructure development, addressing socio-economic challenges and building stronger
relationships with communities.
Lessons from global brand management show that decentralized innovation empowers
local teams to develop relevant strategies, while proactive crisis management helps protect a
brand’s reputation. Sustainability is vital for global brands, with consumers expecting eco-
friendly practices. The ability find the right balance between global consistency and local
customization remains challenging, requiring continuous assessment of strategies to meet diverse
audience needs. Expanding localized sustainability initiatives to address regional concerns more
effectively is also essential. Managing a global brand while retaining local relevance requires
decentralized decision-making, proactive reputation management, and a commitment to
sustainability. By adopting best practices in these areas, companies can navigate global markets,
Global Strategic Communication in the Technology Sector

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foster brand loyalty, and ensure long-term success. Continuous adaptation and evaluation are
necessary to meet the evolving demands of both global and local markets.

Conclusion

● Future Trends: AI, sustainability, and data regulations impact global strategic communication.
● Apple and Google’s Role: Both companies continue to shape the global communication
landscape with technological advancements and strategic narratives.
● Offer advice on improving global strategic communication in the industry.
Global Strategic Communication in the Technology Sector

27

References

These charts and graphs can be helpful in our report on Google and Apple in the context of global
strategic communication management:

1. Revenue Comparison Chart: Compare the annual revenues of Google and Apple over the past
decade to highlight growth trends and market dominance12.
2. Product Revenue Breakdown: For Apple, a pie chart or bar graph showing the revenue
contribution of different products (iPhone, Mac, iPad, Services, etc.) over the years 3.
3. Market Share Analysis: A line graph or area chart depicting the global market share of Google
and Apple in various sectors like smartphones, search engines, and cloud services 4.
4. Brand Value Trends: A line graph showing the changes in brand value for Google and Apple over
the years1.
5. User Base Growth: A bar chart or line graph illustrating the growth in the number of active users
for Google services (like Gmail, YouTube) and Apple products (like iPhone, iCloud) over time1.
6. Advertising Revenue: A bar graph comparing the advertising revenue of Google and Apple,
showcasing their strategies in digital marketing1.
7. R&D Expenditure: A line graph showing the annual expenditure on research and development by
both companies, highlighting their commitment to innovation1.
8. Geographical Revenue Distribution: A world map or bar chart showing the revenue distribution
of Google and Apple across different regions (North America, Europe, Asia-Pacific, etc.)1.
9. Employee Distribution and Productivity: A bar chart showing the number of employees and
revenue per employee for both companies1.
10. Social Media Engagement: A line graph or bar chart comparing the social media engagement
metrics (likes, shares, comments) for Google and Apple on platforms like Twitter, Facebook, and
Instagram1.
Global Strategic Communication in the Technology Sector

28

These visualizations will help effectively communicate the strategic positioning and performance of
Google and Apple in the global market.

Some Sources: https://careersonair.withgoogle.com/events/inside-gcpa

https://www.annualreports.com/HostedData/AnnualReports/PDF/NASDAQ_AAPL_2023.pdf

https://www.apple.com/jobs/pdf/HBR_How_Apple_Is_Organized_For_Innovation-4.pdf

https://policies.google.com/privacy?hl=en-US

https://transparencyreport.google.com/?hl=en

https://gdpr.eu/

List of possible Interview questions:

General Questions

1. Can you describe the primary objectives of your current global strategic communication
management project?
2. How does your company ensure consistent messaging across different regions and cultures?
3. What are the key challenges you face in managing global communication strategies?

Technology and Innovation

4. How do you leverage technology to enhance your global communication efforts?

5. Can you share any innovative tools or platforms your team uses to streamline communication?
6. How do you stay ahead of emerging communication technologies and trends?

Collaboration and Coordination

7. How do you coordinate communication efforts between different departments and international
teams?
8. What strategies do you use to ensure alignment between global and local communication teams?
9. Can you provide an example of a successful cross-functional communication initiative?

Crisis Management

10. How does your company handle communication during a global crisis or emergency?
11. What protocols are in place to manage misinformation or negative publicity globally?
12. Can you share a recent example of how your team effectively managed a communication crisis?

Measurement and Evaluation

Global Strategic Communication in the Technology Sector

29

13. What metrics do you use to measure the success of your global communication strategies?
14. How do you gather and analyze feedback from different regions to improve communication?
15. Can you discuss any recent insights or learnings from your communication metrics?

Future Outlook

16. What are your future goals for global strategic communication management?
17. How do you plan to adapt your communication strategies to evolving global markets?
18. What role do you see AI and machine learning playing in the future of global communication?

Google References - APA

Google. (n.d.). Privacy policy. https://policies.google.com/privacy?hl=en-US

Google Transparency Report. (2022, June 2). Political advertising on Google.

https://transparencyreport.google.com/?hl=en

GDPR.eu. (n.d.). Understanding GDPR's seven principles.https://gdpr.eu

Inside Google Communications. (n.d.). How we work: Inside Google communications. Google
Careers. https://careersonair.withgoogle.com/events/inside-gcpa

Quartr. (n.d.). The rise of Google, Meta, Amazon, and YouTube in advertising.
https://quartr.com/insights/company-research/the-rise-of-google-meta-amazon-and-youtube-in-
advertising.

Graph of google's advertising spending: https://a.storyblok.com/f/182663/2000x1398/d386e96c87/meta-

google-amazon_youtube_adspend.png

Summary of graph - Google dominates the world in digital advertising, particularly with its Ads network.
When Google's PageRank search engine was introduced in 1998, it soon became the preferred option for
online users. With the release of AdWords in 2000, "pay-per-click" advertising completely changed the
Global Strategic Communication in the Technology Sector

30

digital marketing landscape. With the help of Google's integrated ecosystem, which includes YouTube,
Google Maps, and the Google Display Network, advertisers can run across multiple platforms. Google's
widespread brand recognition solidifies its position as the preferred search engine, benefiting both users
and marketers.

These charts and graphs can be useful our report on Google and Apple in the context of global strategic
communication management:
1. Revenue Comparison Chart: Compare the annual revenues of Google and Apple over the past
decade to highlight growth trends and market dominance12.
2. Product Revenue Breakdown: For Apple, a pie chart or bar graph showing the revenue
contribution of different products (iPhone, Mac, iPad, Services, etc.) over the years 3.
3. Market Share Analysis: A line graph or area chart depicting the global market share of Google
and Apple in various sectors like smartphones, search engines, and cloud services 4.
4. Brand Value Trends: A line graph showing the changes in brand value for Google and Apple over
the years1.
5. User Base Growth: A bar chart or line graph illustrating the growth in the number of active users
for Google services (like Gmail, YouTube) and Apple products (like iPhone, iCloud) over time 1.
6. Advertising Revenue: A bar graph comparing the advertising revenue of Google and Apple,
showcasing their strategies in digital marketing1.
7. R&D Expenditure: A line graph showing the annual expenditure on research and development by
both companies, highlighting their commitment to innovation1.
8. Geographical Revenue Distribution: A world map or bar chart showing the revenue distribution
of Google and Apple across different regions (North America, Europe, Asia-Pacific, etc.) 1.
9. Employee Distribution and Productivity: A bar chart showing the number of employees and
revenue per employee for both companies1.
10. Social Media Engagement: A line graph or bar chart comparing the social media engagement
metrics (likes, shares, comments) for Google and Apple on platforms like Twitter, Facebook, and
Instagram1.

These visualizations will help you effectively communicate the strategic positioning and performance of
Google and Apple in the global market.

Dom’s References: Overview of Technology

Rogers, S. (2021, December 10). The role of technology in the evolution of

communication. Forbes. https://www.forbes.com/sites/solrogers/2019/10/15/the-
role-of-technology-in-the-evolution-of-communication/

Connolly, C. (2024, May 25). The Power of Connection: Exploring the impact of
technology on communication across borders. Medium.
https://medium.com/@ciaranpconnolly/the-power-of-connection-exploring-the-
impact-of-technology-on-communication-across-borders-02d4c9d5a549
Global Strategic Communication in the Technology Sector

31

Williams, M.-A., Innovation and Enterprise Research Laboratory, & University of

Technology, Sydney. (2009). Privacy Management, the Law and Global Business
Strategies: A case for privacy driven design.
https://cdn.aaai.org/Symposia/Spring/2009/SS-09-08/SS09-08-018.pdf

Discover how sustainability is reshaping international business strategies. (n.d.). TBS

Barcelona. https://barcelona.tbs-education.com/news/sustainability-international-
business/

Hamad, A., & Jia, B. (n.d.). How Virtual Reality Technology Has Changed Our Lives:
An Overview of the Current and Potential Applications and Limitations.
International Journal of Environmental Research and Public Health, 19(18),
11278. https://doi.org/10.3390/ijerph191811278

Google Shopping: EU court judgment signals stricter enforcement of abuses of

dominance. (2024, September 12). Insights | Sidley Austin LLP.
https://www.sidley.com/en/insights/newsupdates/2024/09/google-shopping-eu-
court-judgment-signals-stricter-enforcement-of-abuses-of-dominance#:~:text=The
%20Court%20of%20Justice%20of,the%20results%20from%20competing
%20services.
Dom’s References: Cultural Adaptation

Edo, J. (2024, June 24). The influence of culture on technology adoption and design.
Medium. https://medium.com/@JacobsEdo/the-influence-of-culture-on-
technology-adoption-and-design-e8ea61fbdac1

Hesham, H. (2024, May 7). Apple’s marketing triumph in China.

https://www.linkedin.com/pulse/apples-marketing-triumph-china-hussein-
hesham/

Apple. (2024, August 19). Apple announces changes to iOS, Safari, and the App Store in
the European Union. Apple Newsroom.
https://www.apple.com/newsroom/2024/01/apple-announces-changes-to-ios-
safari-and-the-app-store-in-the-european-union/

Saiki, S. (2022, September 9). Google to expand local development teams in Asian
countries. Nikkei Asia. https://asia.nikkei.com/Business/Technology/Google-to-
expand-local-development-teams-in-Asian-countries

Delacroix, S. (2018, October 11). The culture that connects Europe. Google.
https://blog.google/around-the-globe/google-europe/culture-connects-europe/

Help with the EU user consent policy – Company – Google. (n.d.).

https://www.google.com/about/company/user-consent-policy-help/#:~:text=Our
Global Strategic Communication in the Technology Sector

32

%20approach%20to%20compliance%20is,provided%20and%20the%20consents
%20obtained.

Google Revenue
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Chapter 32: Technology Apple Vs. Google

Industry Report typically provides an overview of an industry, market or sector in a particular geographic
area. usually includes definitions, key trends & outlook, leading companies, competitive landscape,
industry data (size, value, sales, ratios), key economic indicators and other related topics.

Emails: sabryaleja@gmail.com

Dominicmateus@gmail.com

kennedy.g.springer@gmail.com

Cbrow303@fiu.edu

mmartguzman@gmail.com

To do Comments DONE

1. Team Discussion 1 - The technology industry was Submitted

Week 3 - Pick 3 assigned.
Industries DUE SEP
15

Meeting on WED 6 PM Submitted

Sabrina- graphics, brand loyalty,
2. Team Discussion 2 - summary
Week 4 - Assign Dom- overview of tech industry,
Research Roles DUE cultural application
SEP 21 Kennedy- google, summary of
best practices, Privacy
Maria- Interviews, research,
comparison and innovation
Carline- apple, industry outline,
privacy

Meeting Tuesday, 09/24 Submitted

3. Team Discussion 3 - (Outline created. Please

Week 5 - Create an comment or make suggestions)
outline of your Based on this outline, some of us
Industry Research may need to add on to our
Report DUE SEP 28
Global Strategic Communication in the Technology Sector

40

Submitted

4. Team Discussion 4 -
Week 6 - Develop
Drafts of Charts and
Graphs and a
Reference Page DUE
Oct 5

Everyone should be working on Submitted for Review

their drafts.
5. Team Discussion 5 -
Week 7 - Draft Your
Report DUE OCT 13

6. Due Oct 14 Team

Industry Research
Report Dropbox

7. Due Oct 15 Peer

Evaluation Dropbox
for Team Activity