11F_4040_W13_Google_International_Advertising_1 - Case...

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Case Analysis — Google Case — Global Marketing and International Advertising MC 4040 Fall 2011 Google Background: Internet censorship in China is conducted under a number of laws and administrative regulations. More than sixty Internet regulations have been made and implemented by the Chinese government. The government not only blocks website content but also monitors the internet access of individuals. Several government bodies are involved in reviewing and enforcing laws related to information flowing within, into, and from China, but the most powerful monitoring body is the Communist Party’s Central Propaganda Department (CPD), which coordinates with GAPP and SARFT to make sure that content promotes and remains consistent with party doctrine. Google, the world’s largest internet search engine company was introduced to the Chinese market in 2000, when the company developed the Chinese interface of the U.S.’s google.com website. In 2005, Google hired the ex- CEO of Microsoft, Lee Kai Fu, as head of Google China. In 2006, Google rolled out google.cn , a China-based search page that censors the results as per Chinese government regulations. Critics viewed the announcement of Google to comply with the Internet censorship laws in China as the submission to the Golden Shield Project (a censorship and surveillance project operated by the Ministry of Public Security) division of the government of China in 1998 and implemented in 2003. Due to this censorship, whenever people search for prohibited Chinese keywords on a blocked list maintained by the Chinese government, google.cn will display the “In accordance with local laws, regulations and policies, part of the search result is not shown” or
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Case Analysis — Google Case — Global Marketing and International Advertising MC 4040 Fall 2011 “Search results may not comply with the relevant laws, regulations and policy, cannot be displayed.” Back in the U.S., several people began criticizing Google for its actions in China. According to the critics, Google’s slogan, “Do No Evil” seemed irrelevant in China. Because Google is an American-based company, many people believed Google was “doing evil” by disregarding the American concept of freedom in exchange for additional International revenue. Furthermore, Google’s alliance with the Chinese government was viewed as an American
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11F_4040_W13_Google_International_Advertising_1 - Case...

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