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Case Analysis: Google In China

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Brianna Self

on 28 October 2014

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Transcript of Case Analysis: Google In China

Google In China
Section 3: Group 6
Recommendations for Google
Inconsistent Template (for China)
Inconsistent Philosophy
Tarnished Image
Unethical Decisions
Choice of Product Components
Executive Summary
Continue with Google.cn and expand with Gmail and Blogger products.
Provide Google services- but without Chinese government restrictions.
Leave Chinese market.
Stay in China and continue expansion.

Executive Summary
Google.cn is not equally equipped in regards to components offered:
Gmail & Blogger
Undesirable censorship results in possible ethical disputes:

Is information a privilege or a right?

Problem 1:
Inconsistent Template
Company Image
Number of Google Users
Customer Relationships
Legal Consequences
Decision Criteria
Problem 2:
Inconsistent Philosophy
Problem 3:
Tarnished Company Image
Decision Criteria
Alternative 1
Alternative 2
Alternative 3
Solution : Alternative 1
Implementation Plan
Implementation Plan
"Don't Be Evil"
Limited accessibility
Unethical actions for the sole purpose of generating higher profits
Current negative reputation for slow connectivity speeds
Developed negative publicity & protestors
Compared to "Nazi collaborators"
Hypocritical views
Direct result of short term problems
Continue with Google.cn and expand with Gmail & Blogger
Provide Google services, but without Chinese government restrictions.
Leave the Chinese market.
Increased number of users
Untapped potential, increased market share
Risk of a lack of privacy and security measures
Unethical practices
Damages customer image
Less scrutiny = positive reputation
Still obtain users
Decrease in service quality
Decrease in quality of consumer relations
Legal implications & repercussions from Chinese government
Positive impact on company image
Reduce protestors
Positive impact on stock price
Waste of resources and investment
Reduceses number of Google users
Loss of market share

China sees 19% jump in internet users. (2006, Jul 20).
Wall Street Journal
Retrieved on October 25th 2014, from http://search.proquest.com.uproxy.library.dc-uoit.ca/docview/398965677?accountid=14694

Dan, G.E., & Hadow, .N. (2007). Just Doing Business or Doing Just Business: Google, Microsoft, Yahoo! and the Business of Censoring Chinas Internet. Journal of business ethics , 79 219-334, Retrieved from http://download.springer.com.uproxy.library.dc-uoit.ca/static/pdf/93/art%253A10.1007%252Fs10551-007-9373-9.pdf?auth66=1414256944_93dc1d60efac4508290b6fe435dfc066&ext=.pdf

Google loses market share in wake of china concerns. (2006). Sunday Business, Retrieved from http://search.proquest.com.uproxy.library.dc-uoit.ca/docview/333240356?accountid=14694

Kim, S. W., & Douai, A. (2012). Google vs. china's "great firewall": Ethical implications for free speech and sovereignty. Technology in Society, 34(2), 174-181. doi:http://dx.doi.org/10.1016/j.techsoc.2012.02.002

Petrie, C.(2010), "Is Google Evil?," Internet Computing, IEEE ,14(3) , 92-96 , Retrieved from http://ieeexplore.ieee.org.uproxy.library.dc-uoit.ca/stamp/stamp.jsp?tp=&arnumber=5481374

Gantt Chart: Google In China
Stay in China and develop Gmail, Blogger and possibly others
Solution best meets decision criteria
Most profitable alternative
Results in the most Google users
Reduces negative company image
Increase market share
No alternative addresses all these problems.
In order to address all problems, it is going to require multiple courses of action- not just one alternative.
However it addresses problem number one, as Google will implement their products and services they offer to the rest of the world.

In the event that our services are not well received, we will retract these services from China and rethink our implementation strategy.
If negative publicity continues to be a problem, we will withdraw google.cn from China completely.
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