google+case - Closing Case: Google in China Google, the...

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Closing Case: Google in China Google, the fast growing Internet search engine company, was established with a clear mission  in mind: to organize the world’s information and make it universally accessible and useful.  Google has built a highly profitable advertising business on the back of its search engine, which  is by far the most widely used in the world. Under the pay-per-click business model, advertisers  pay Google every time a user of its search engine clicks on one of the paid links typically listed  on the right hand side of Google’s results page. Google has long operated with the mantra “don’t be evil!” When this phrase was originally  formulated, the central message was that Google should never compromise the integrity of its  search results. For example, Google decided not to let commercial considerations bias its  ranking. This is why paid links are not included in its main search results, but listed on the right  hand side of the results page. The mantra “don’t be evil,” however, has become more than that  at Google; it has become a central organizing principle of the company and an ethical  touchstone by which managers judge all of its strategic decisions. Google’s mission and mantra raised hopes among human rights activities that the search  engine would be an unstoppable tool for circumventing government censorship, democratizing  information, and allowing people in heavily censored societies to gain access to information that 
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This note was uploaded on 05/14/2011 for the course BUS 475 taught by Professor Lessor during the Spring '09 term at University of Phoenix.

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google+case - Closing Case: Google in China Google, the...

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