Web Search Engine and Google

Topics: Web search engine, Bing, Censorship Pages: 2 (754 words) Published: February 12, 2012
Case Discussion Questions:
1. How does Google’s mission drive strategy at the company? Google had a framework and foundation with the vision to obtain the business of China’s customers with little to now censorship. Seeing that they needed China in the market, Google not only followed their own policies but also made key decisions adopted by the management which had major financial impact. To remain true to their mission of “to organize the world’s information and make it universally acceptable and useful” (Jones, 2008) they had to decide whether or not to move operations to China or remain in the U.S. The direction of the organization toward keeping that mission was effective when they decided to move operations to China and turned to be a winning formula for the company overall. Google realized that to keep its mission true, they would have to reformulate the strategy to meet the needs of all involved and to be profitable in the same ideas and measure. It was also important that Google remained true to why they existed and that the search engines are in fact “universal”, including China and the value of its customers. 2. Is Google’s stance toward Internet search in China consistent with its mission? Yes, I believe their stance is indeed consistent. Although the information which was finally approved to be listed on their search engine, they did make the information “useful and universally acceptable” for China. Google also instilled a bullet point in the columns of the search engine pages to denote information the Chinese government instructed them or censored themselves. As per the text on page 53…”Sergey Brin justified the Chinese decision by saying that “it will be better for Chinese Web users, because ultimately they will get more information, though not quite all of it” (Jones, 2008). 3. Do you think that Google should have entered China and engaged in self-censorship, given the company’s long-standing mantra “Don’t be evil”? Is it better to...
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