Google case

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  • Publié le : 11 avril 2011
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Table of content
1 Exploring The situation 3
1.1. History 3
1.2. Values 3
1.3. Key Player 4
2 Analyzing the situation 5
2.1. What is the problem? 5
2.1.1. The privacy of Gmail 5
2.1.2. Google in China 5
2.1.3. Refusing the justice department 5
2.1.4. Scanning copyrighted material 5
2.1.5. The role of click fraud 6
2.2. Who is involved? 6
3 What ethicaldilemmas /guidelines / framework apply? 7
3.1. Dilemmas 7
3.1.1. The privacy of Gmail 7
3.1.2. Google in China 7
3.1.3. Refusing the justice department 7
3.1.4. Scanning copyrighted material 7
3.1.5. The role of click fraud 7
4 How / what contributed to the occurrence of the situation/problem? 8
5 How could the situation have been prevented, or be improved 8
6 Lessons learnedfrom this case / example 8
7 Advice 8

1 Exploring The situation
2.1. History
Google began in January 1996 as a research project by Larry Page and Sergey Brin when they were both PhD students at Stanford University. It’s name is orientated from a misspelling of the word ”googol”, the number of one followed by one hundred zeros.
The domain name for Google was registered onSeptember 15, 1997, and the company was incorporated on Sep 4. It was based in a friends garage. And its initial public offering followed on August 19, 2004.
2.2. Values
Google is famous of its informal corporate culture. On Fortune magazines list of best companies to work for, they ranked first in 2007 and 2008. and 4th in 2009 and 2010
The Companys mission statement from outset was "Toorganize the world’s information and make it universally accessible and useful.”
And the Companys unofficial slogan is “Don’t be evil’.
Ten things we know to be true (from google’s hompage)
* Focus on the user and all else will follow.
* It’s best to do one thing really, really well.
* Fast is better than slow.
* Democracy on the web works.
* You don’t need to be at your desk toneed an answer.
* You can make money without doing evil.
* There is always more information out there.
* The need for information crosses all borders.
* You can be serious without a suit.
* Great just isn’t good enough

2.3. Key Player
Type | Public (NASDAQ: GOOG,FWB: GGQ1) |
Industry | Internet
Computer software |
Founded | Menlo Park,California(September 4, 1998)[1][2] |
Founder(s) | Sergey M. Brin
Lawrence E. Page |
Headquarters | 1600 Amphitheatre Parkway,Mountain View, California,United States |
Area served | Worldwide |
Key people | Lawrence E. Page
(CEO, Co-Founder and President, Products)
Eric Schmidt
(Executive Chairman)
Sergey M. Brin
(Co-Founder and President, Technology) |
Products | See list of Google products. |Revenue |  US$ 29.321 billion (2010)[3] |
Operating income |  US$ 10.381 billion (2010)[3] |
Profit |  US$ 8.505 billion (2010)[3] |
Total assets |  US$ 57.851 billion (2010)[3] |
Total equity |  US$ 46.241 billion (2010)[3] |
Employees | 24,400 (2010)[3] |
Subsidiaries | YouTube, DoubleClick, On2 Technologies, Google Voice,Picnik, Aardvark, AdMob |

Analyzing thesituation
What is the problem?
The privacy of Gmail
In April 2004, Google launch a new free e-mail system, called Gmail, to compete with Microsoft and Yahoo. Google had to face with some criticism because it use the information of the email to customized advertisement.
Google response to this criticism saying that the e-mail would not be read by a human but a computer program would do a automaticsearch for key content word. And Google tried to reduce the privacy fears by stating the advertising would be used for only incoming e-mails and would not be attached to outgoing e-mail.
So Google doesn’t respect the Electronic Communications Privacy Act which says that any Internet service providers are not allowed to have access to the content of electronic communications.
Google in China...