Case 10 "Google's Strategy in 2011"

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Introduction It goes without saying that Google is one of the most recognizable terms in the world of technology today. The phrase “Google it” isn’t just a term that students use anymore. Google it has solved arguments over who is singing a certain song, how much does something cost and where in the world are we right now? Founded by 2 guys in the late 1990’s Google, formerly called BackRub (imagine the term “BackRub it” instead) is the place to go when a question need an answer or advertisers need to reach the masses. Google’s first funding source was from a Sun Microsystems co-founder, Andy Bechtolsheim, who helped contribute $100,000 in 1998. In 1999, the next groups of investors were Kleiner Perkins Caufield & Byers and Sequoia Capital, who invested a total of $25 million into the company. The Google IPO took place on August 19, 2004. 19,605,052 shares were offered at a price of $85 USD per share. Google believes that the most effective, and ultimately the most profitable, way to accomplish that mission is to put the needs of its users first Issues The first issue is obvious. Google is hypocritical. They set forth these rules to do business by and in turn violate the most basic principle, privacy. In reading other articles about Google it seems they accuse the top management of knowing all about these ethical infractions, but yet still allowing such practice to continue until they were eventually caught. The response given to the US government upon discovery of their privacy infraction and collection of personal information was beyond lame if you ask me. “We screwed up” is all they had to offer up? Really? It would stand to reason that anyone who knows anything about internet practice and procedure in this day and age would know that privacy violations are taken very seriously. Allowing the Chinese government to manipulate the way Google

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