business ethics case report

3 Google LLC is an American multinational corporation, renowned for its comprehensive range of services that primarily revolve around search engine functionality, online advertising, and

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BỘ GIÁO DỤC VÀ ĐÀO TẠO TRƯỜNG ĐẠI HỌC KINH TẾ QUỐC DÂN

Student: Vũ Hà Anh - 11220674 Class: CBA401E

Module: Business Ethics

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Abstract 3

Introduction to the c ase of Google 4

Company Culture 5

Search Engine 6

Web Browser 6

Email Account 7

Youtube 7

Advertising 8

Newer Products 8

Google’s Initiatives 9

Google Green 9

G oo gle.org 10

Privacy 11

Google Search Queries 11

Google in China 12

Tracking users 12

Hacking Attack 13

Google privacy audits 13

Changes to Google’s privacy policy 14

Government response to privacy issuses 14

Conclusion 15

Question 16

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Google LLC is an American multinational corporation, renowned for its comprehensive range of services that primarily revolve around search engine functionality, online advertising, and cloud computing solutions With its widespread influence, Google has solidified its position as an unrivaled industry leader, often hailed as "the most powerful company in the world." Its remarkable success and global recognition stem from its unparalleled market dominance and cutting-edge technological advancements

The inception of Google traces back to the visionary minds of Sergey Brin and Larry Page, who conceptualized the precursor of this tech giant known as

"Backrub" in 1996 Later on, in 1998, it evolved into what we now know as Google, a company that has transformed the digital landscape forever What initially started as a modest search engine and ranking system has since burgeoned into an unrivaled powerhouse, dominating the realms of online information retrieval and digital advertising

Beyond its core search engine functionality, Google's innovation and diversification have given birth to numerous revolutionary products and services that have shaped the global technology landscape Platforms like Google+, Youtube, and Motorola Mobility have revolutionized social networking, video sharing, and mobile communication, respectively The introduction of Google Glass, a pioneering wearable device, offered a glimpse into the future of augmented reality and personal computing

Not only has Google achieved unparalleled financial success, but it has also established itself as one of the most desirable employers in the world Its commitment to fostering a stimulating and inclusive work environment has attracted some of the brightest minds in the industry, making it a hotbed of innovation and creativity

However, with great power comes great responsibility, and Google has not been exempt from ethical concerns One of the pressing issues faced by the company pertains to its privacy policy and the utilization of personal user information As Google strives to navigate the evolving landscape of data privacy, it continues

to implement stringent measures to protect user data and prevent unauthorized access By investing in robust security protocols and developing privacy-focused initiatives, Google aims to strike a balance between providing personalized experiences and safeguarding user privacy

In conclusion, Google's journey from a humble search engine to the most profitable and influential multinational corporation underscores its unparalleled impact on the world of technology With an impressive suite of services, an

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innovative product portfolio, and an ongoing commitment to address ethical concerns, Google remains at the forefront of the digital revolution, shaping the future of technology and human interaction

In 1996, Sergey Brin and Larry Page embarked on a transformative journey by creating the groundbreaking search engine named "BackRub." What set BackRub apart from its predecessors was its innovative approach of utilizing links to determine the ranking of websites Prior to BackRub's inception, search engines relied heavily on algorithms that solely focused on keywords, often leading users to encounter a mix of relevant and less pertinent search results, commonly referred to as "Easter Eggs." This limited users to hope that their search queries would yield desired outcomes In response to this challenge, Brin and Page devised a novel algorithm that took into account the significance of links, akin to citations that connect websites This breakthrough solution revolutionized the search engine landscape as it allowed for search results to

be ranked based on their relative importance, empowering users to access the most relevant information promptly The resounding success of this approach laid the foundation for the birth of Google as a search engine powerhouse in

1998

As with many prominent companies, Google has not been immune to ethical dilemmas throughout its evolution While the company embraced the mantra of

"Don't Be Evil," concerns arose following its expansion into the Chinese market Google's ambitious plan to digitize and publish millions of books online triggered legal disputes with publishers and government entities, raising questions about copyright infringement and intellectual property rights

However, the topic that continues to captivate the attention and concern of users worldwide revolves around internet privacy In its pursuit of enhancing search capabilities and delivering personalized experiences, Google collects and stores user information without explicit consent, giving rise to apprehensions regarding potential privacy breaches In an era plagued by increasing cyber threats, individuals are apprehensive about the security of their personal data and the extent to which it may be compromised

This case study delves into Google's endeavors to embody corporate citizenship while also addressing the intricate web of privacy issues the company has confronted The analysis commences by providing an overview of Google, its technological innovations, and its overarching initiatives We will explore Google's core principles and its ongoing efforts to embrace social responsibility

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as a corporate entity Subsequently, we will delve into the criticisms and controversies that have been directed towards Google, including its initial forays into the Chinese market, its user tracking practices, and the changes it has made to its privacy policies Additionally, we will examine instances where Google has clashed with governmental authorities, leading to agreements that necessitate privacy audits for the next two decades Finally, we will explore the regulatory landscape surrounding internet data collection practices and delve into Google's responses to proposed legislation aimed at safeguarding user privacy

By examining Google's journey through the lens of ethical considerations and privacy concerns, this comprehensive case study provides valuable insights into the complex interplay between a tech giant's corporate responsibility and the expectations of its users and regulators

Google has embraced a decentralized approach as part of its strategy to empower its employees and create a work environment that goes beyond the traditional office setting By fostering a sense of belonging and making the workplace a "second home," Google ensures that its employees feel valued and supported in their professional endeavors The company has gone to great lengths to cultivate a fun and innovative atmosphere, going against the norms

of a formal office environment

Google's core principles, such as "You can be creative without a suit" and "You don't need to be at your desk to need an answer," serve as guiding principles that distinguish the company from more rigid corporate cultures These principles encourage employees to express their creativity freely and emphasize the importance of collaboration and flexibility

In its quest to attract top talent, Google takes a progressive approach to recruitment Rather than solely focusing on academic achievements, the company places a higher emphasis on finding individuals who possess exceptional creativity and talent This mindset has empowered employees and created an environment that fosters innovation and ingenuity Consequently, Google has been successful in attracting highly skilled and talented individuals who are drawn to the company's unique culture

It is this distinctive company culture, built on the principles of empowerment, creativity, and inclusivity, that has contributed significantly to Google's success

in various market niches By prioritizing the well-being and satisfaction of its

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employees, Google has created an environment where innovation thrives and where individuals are motivated to reach their full potential

Larry Page once said, "A good search engine understands exactly what you mean and gives you back exactly what you want" highlighting the fundamental principle behind the creation of Google and shedding light on why it has managed to outshine its competitors Google's commitment to this philosophy has propelled its success in the search engine market

When a user enters a search term into Google's search box, the platform's indexing system works diligently to match the term with the most relevant information available, presenting users with a curated list of results Google's dedication to providing accurate and tailored search results has been instrumental in setting it apart from its rivals

To maintain its competitive edge, Google has always placed great emphasis on the speed and efficiency of its search engine The company has continuously optimized its infrastructure and algorithms to ensure prompt response times to user queries In fact, Google's impressive response time, which typically takes around one-fourth of a second, enables users to receive search results almost instantaneously

By prioritizing precision, relevance, and speed in its search engine operations, Google has established itself as a leading player in the industry The company's unwavering commitment to understanding user intent and delivering accurate search results has solidified its position as the preferred search engine for millions of users worldwide

Google Chrome, a web browser developed by Google, stands as a formidable contender in the realm of internet browsing, rivaling other popular options such

as Internet Explorer, Safari, and Mozilla Firefox With its open-source nature, Google Chrome has garnered recognition for its remarkable processing speed, extensive support, and robust security measures Users often laud the browser for its swift loading time, enabling them to access web pages within mere seconds Moreover, Google Chrome's commitment to delivering a seamless browsing experience is evident through its user-friendly interface, enhancing user satisfaction and facilitating effortless navigation By combining its exceptional performance, comprehensive support, and stringent security

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features, Google Chrome has solidified its position as a preferred choice among internet users seeking an optimized browsing experience

Gmail, the email service provided by Google, boasts an impressive user base

of approximately 425 million active individuals, solidifying its position as the leading email service provider, surpassing even Hotmail The popularity of Gmail stems from a multitude of factors, with one of the primary reasons being its remarkable capacity to store and manage vast amounts of data Users are drawn to Gmail's expansive storage capabilities, allowing them to effortlessly store, organize, and access a significant volume of emails and attachments This attribute sets Gmail apart from its competitors, as it eliminates the need for users to constantly worry about reaching their storage limits or purging their email archives By offering a reliable and spacious platform for email communication and data management, Gmail has emerged as a preferred choice for users seeking a robust and efficient email service

In the year 2006, Google made a significant acquisition by purchasing the renowned video-sharing platform known as YouTube for a staggering amount of

$1.65 billion Since then, YouTube has solidified its position as the third most popular website globally, attracting an immense user base One of the distinctive features of YouTube is its user-friendly interface, allowing individuals to upload their own original videos with a duration of up to 15 minutes This remarkable platform has not only provided users with a means to showcase their creativity but has also proven to be a lucrative venture for Google, generating substantial advertising revenues However, it is worth noting that the user experience on YouTube can sometimes be accompanied by the presence of advertisements, which may be perceived as bothersome by some viewers

Despite its immense success, YouTube has encountered legal challenges concerning copyright infringement Notable organizations, including Viacom, have taken legal action against YouTube after discovering copyrighted content

on the platform In an effort to mitigate such issues, YouTube explicitly warns users against uploading TV shows, music videos, or commercials without obtaining proper permission, unless the content is entirely self-created However, not all users diligently heed this warning, leading to instances where copyrighted material finds its way onto the platform

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While YouTube has faced its fair share of legal and ethical dilemmas, it remains

an influential and transformative platform that has revolutionized the way we consume and share videos Its vast popularity, coupled with its ability to captivate audiences and generate revenue through advertisements, has solidified YouTube's position as a dominant force in the digital landscape

The primary source of revenue for Google is derived from advertising, which serves as the backbone of its financial success In the year 2012 alone, Google raked in an astounding $43.7 billion through its advertising endeavors The flagship advertising platform of Google is none other than Google AdWords, which distinguishes itself from conventional advertising methods through its unique pay-per-click model This innovative approach allows companies to pay only when users actually click on their advertisements or links

The pay-per-click advertising model offered by Google AdWords holds significant advantages for businesses seeking to maximize their advertising budgets By utilizing this targeted approach, companies can precisely reach their desired audience, ensuring that their promotional efforts are focused on the right individuals who are more likely to engage with their offerings Unlike traditional advertising methods, where companies incur costs regardless of the outcomes, the pay-per-click system ensures that companies only pay when genuine interest is expressed by potential customers through their active clicks This strategic and results-oriented advertising approach has catapulted Google's advertising revenue to unprecedented heights, solidifying the company's position as a global advertising powerhouse The ability to provide targeted advertising solutions that align with the goals and preferences of both businesses and users has undoubtedly contributed to Google's remarkable financial success and its ongoing dominance in the digital advertising landscape

In addition to its renowned search engine and advertising services, Google boasts an array of diverse products designed to cater to the needs and preferences of both businesses and consumers One such product is Google Analytics, a cutting-edge market research tool that empowers businesses to delve deep into the intricacies of their website and mobile traffic Through comprehensive data analysis and insightful metrics, Google Analytics equips

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businesses with invaluable insights to optimize their online presence, enhance user experiences, and drive strategic decision-making

Shifting gears to groundbreaking innovations, Google Glass emerges as a groundbreaking product poised to revolutionize the computer industry This remarkable wearable technology takes the form of sleek glasses that adorn the user's face, serving as a compact computer system with a plethora of capabilities Google Glass has garnered widespread acclaim for its potential to redefine the way we interact with technology and augment our daily lives However, as with any technological advancement, it has also raised valid concerns surrounding privacy

The seemingly innocuous appearance of Google Glass presents a unique challenge, as its inconspicuous design may facilitate the covert recording of individuals without their consent This raises significant concerns regarding the ethical implications and potential risks associated with non-consensual recording As society grapples with the delicate balance between technological progress and individual privacy rights, the impact and implications of Google Glass continue to be a subject of intense scrutiny and debate

Despite the concerns surrounding privacy, it is crucial to recognize the immense potential and transformative possibilities that Google Glass brings to the table With its hands-free functionality, seamless integration with various applications, and the ability to provide real-time information and experiences directly in the user's line of sight, Google Glass represents a significant leap forward in wearable technology As the technology evolves and privacy concerns are addressed, Google Glass has the capacity to shape the future of computing and redefine the way we perceive and interact with the digital world

Similar to many large corporations, Google has made substantial investments

in various initiatives aimed at fostering economic development, promoting environmental awareness, and engaging in philanthropic endeavors Recognizing its social responsibility as a global powerhouse, Google actively seeks out opportunities to contribute positively to society Through its financial support and active involvement in initiatives related to education, technology advancement, community development, and environmental conservation, Google strives to make a lasting impact on the world By leveraging its resources and expertise, the company endeavors to empower individuals, organizations, and communities, driving progress and positive change in areas that align with its core values Google's commitment to these initiatives not only demonstrates

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its dedication to corporate social responsibility but also serves as an inspiration for other companies to follow suit in their pursuit of creating a more inclusive, sustainable, and compassionate world

Google has realized the immense business potential that comes with embracing greener operations and technologies By implementing sustainable practices, the company not only saves money in the long term by reducing energy costs but also positions itself as a leader in environmental stewardship Furthermore, Google's commitment to greener technology allows it to develop and offer eco-friendly products that cater to the growing demand for sustainable solutions Through its focus on energy efficiency, renewable energy sources, and waste reduction, Google sets an inspiring example for other companies striving to achieve environmental sustainability By prioritizing greener practices, Google not only benefits its own bottom line but also contributes to a more sustainable future for all

Google.org serves as the philanthropic division of Google, dedicated to utilizing technology to tackle global challenges and providing support to innovative partners through a range of resources, including grants, investments, and in-kind contributions With a mission to make a positive impact on society, Google.org focuses on developing and implementing cutting-edge technologies that can address pressing global issues, such as poverty alleviation, education access, healthcare improvement, and environmental sustainability By leveraging Google's technological expertise and resources, Google.org actively collaborates with nonprofits, social enterprises, and research institutions to drive meaningful change and create scalable solutions for a better world Through its strategic investments, funding initiatives, and collaborative efforts, Google.org aims to empower communities, promote equality, and foster sustainable development, ultimately striving to create a more inclusive and equitable future for all

As a prominent corporation, Google faces numerous risks and ethical dilemmas that require constant attention and resolution The company has encountered