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Case Study Assignment-Google in China



























Case Study Assignment- Google in China

Background of the Case


In the year 2000, Google’s engineers began to create a version of their search

engine that could understand character-based Asian languages like Chinese, Japanese and

Korean. By the end of the year a serviceable Chinese-language version of Google’s

homepage was available in China. When residents in China surfed to google.com, they

would be sent to the Chinese-language search interface. Baidu, at the time, was a very

popular search engine in China, and appealed to many mp3 hunters. Google appealed to

white-collar urban professionals in the major Chinese cities who are familiar with

Western ideals and speak some English. By 2002, Google had taken 25% of all search

traffic in China. Then, on September 3, 2002, the Chinese government began blocking

Google search results. This was done in two ways: For companies inside its borders, the

government uses a broad array of penalties and threats to keep content clean. For

websites originating from anywhere else in the world, they were censored by a firewall.

Basically all content arriving from outside the border would be examined, and if any of

the content was on the governments blacklist, it would not get through. Then in late

2002, the Chinese government decided to shut down all access to Google.


In January of 2006, Google announced it would be introducing a new version of

its...