Google Operating In China From A Business Perspective Marketing Essay

One of the most important developments over the past 60 old ages has been the internationalization and globalization of concern, where procedures to increase engagement in international operations go manus in manus with an attack that actively seeks homogeneousness in merchandises, markets and image. This development has altered the nature of competition in a planetary graduated table. In Google ‘s instance, whilst since 2000 it had offered a Chinese version, Chinese users found this service to be slow and undependable, ensuing in Google losing market portion, peculiarly to the Chinese house Baidu. Hence the direction determination in 2005 to come in this market section.

As a worldwide taking supplier of cyberspace merchandises and services, Google direction would hold completed a SWOT analysis to guarantee market incursion in China would be executable. Detailed below is a SWOT analysis for Google ‘s planned concern venture in China.



Global trade name image

Financially robust

Trying to delight stockholders and Human Rights protagonists but stoping up delighting no 1.

Politically naif when covering with Chinese government.

Damage to trade name image.



Growth in new market.

Local competition

Uneasy partnership with Chinese authorities who have the power to decline operating licience.


Addition Market Share. By 2005, Google ‘s market portion in China was shriveling, peculiarly in relation to local, Beijing-based rival Baidu. To change by reversal this tendency, Google would necessitate to perpetrate to the full to the of all time spread outing cyberspace market in China.

Addition in Profits. Gross from internet market online advertisement potency was a critical factor in make up one’s minding to perforate the Chinese market. By 2005, there were 103 million cyberspace users in China compared to 154 million in the USA. ( pg 471:12 ) Cheng ( 2010 ) states that China offers Google and its challengers the chance to tap into a market with 350 million users.

Demographics. Market research indicated Chinese users to be good educated, immature and socially cognizant. To advertizers, this would offer a wealth of untapped potency.

Opportunities. Opportunity to increase merchandise arrangement within an spread outing market by teaming up with local nomadic phone bearer, authorities owned China Mobile. The figure of nomadic phone in usage was projected to turn by about 57 million yearly. ( Duke pg 6 )

Satisfy Shareholder. Market Share. Increased gross from expanded market portion would be good in increasing stockholder profitableness. With the USA making impregnation point, come ining the Chinese market would be in line with the strategic purposes of Google by utilizing international development to hike growing.

Brand Awareness. Increased trade name consciousness through offering dedicated Chinese services to wider market section aimed at pulling all degrees of society. Current off-shore based services had been chiefly utilised by English talking elite.

Market Segmentation. With an one-year gross of $ 6.1 billion, Google were acknowledged as the universe ‘s prime cyberspace hunt services supplier. In order to increase market section, to the full come ining and spread outing the untapped potency of the China market was the most logical pick.

Brand Image. Chinese authorities wanted to be seen as in partnership with an international trade name leader. This would ease obtaining relevant licenses and licenses doing the operational set up procedure drum sander and problem free.

Quality of Service. Offering an off-shore based Chinese service since 2000, Google ‘s Andrew McGlaughlin confirmed the service was hapless and non something they were proud of. Entering the China market straight, would better user experience, enhance service degrees and increase overall dependability and take some of the jobs generated by the great firewall of China censoring. ( pg 467 no 2 )

Market Research. In comparing to local suppliers, market research indicated the Chinese market viewed Google as a distant and foreign rival. Establishing locally would convey the merchandise straight to the consumer.


Competition in China. Local competition from already established suppliers. In peculiar, Baidue, who are alleged to hold strong unofficial ties and influence with the Chinese authorities. This may impede market incursion and slow net income returns.

Global Competitors. International competition from already established rivals, Yahoo and Microsoft who had teamed up local Chinese spouses to increase their ain market incursion.

Brand Image. Damage to trade name by working with and being seen to follow with autocratic government censoring demands coupled with human rights deductions. This may adversely impact concern chances and possible for net income as other companies and market operators may wish to distance themselves from Google. The instance for his statement can be justified as a direct effect of the Shi Tao and Zhao Jing incidents impacting Yahoo and Microsoft. ( 475 )

Start up Costss. Any new venture would incur put up costs including substructure, staff, operating costs. Puting up in China posed peculiar jobs which Google planned to countervail by using cardinal leading specializer ( headed up by Kai-Fu Lee ) and locally recruited employees to give as much of a Chinese spirit as possible.

Local Legislation. Conformity with local censoring ordinances would still impact user hunts for sensitive subjects. Internal location of the company would non countervail government censoring and firewall issues.

Choice of services. Google is presently more than a hunt engine supplier, yet non an amusement company or a portal offering its ain content unlike its local rival, Baidu, who offered a full scope of services that included amusement. In add-on to being unable to vie straight with its rivals, Google would really necessitate to curtail those characteristics and merchandises it would offer, such as G-mail and blogger, to avoid compromising Chinese dissenters and Human Rights militants.

Cultural difference. Cheng ( 2010 ) remarks on Google ‘s unfastened challenge to China ‘s swayers and high spots the importance of cultural consciousness when carry oning concern overseas and cites Albert Louie, pull offing spouse of Beijing-and Hong Kong-based A. Louie & A ; Associates, a house that helps multinationals manage crisis and hazard in China, who stated that Google ‘s actions did non reflect concern patterns in China and it would hold been better for the company to carry on dialogues for a just colony through a 3rd portion like former President Bill Clinton and former U.S. Secretary of State Henry Kissinger who were friends of China.

Critically measure the statements for and against Google runing in China from an ethical position.

Administrations are now required to take into history the full range of their impact on communities and the environments in which they work, equilibrating the demands of stakeholders with the demand to do a net income. Although there is no 1 size fits all scheme, good managed programmes have cosmopolitan benefits. Google ‘s appears to hold a Utilitarian ( in that Utilitarianism maximises the greatest good for the greatest figure of people ) instead than Ethical Formalist doctrine. This is enshrined in their mission statement, “ to form the universe ‘s information and do it universally accessible and utile ” . However, the China selling determination appears to hold suborned this doctrine replacing it with a more Ethical Formalist doctrine whereby in return for market entree, Google will follow with local Chinese Torahs and their perceived cosmopolitan prescription as defined by the Communist authorities.

Detailed below are the relevant statements that critically evaluate for and against Google ‘s Chinese operation.

Case For

Increased personal pick allows greater freedom of information by offering users a recognized ethical planetary trade name as an option to local suppliers with strong but unofficial ties to the Communist government ( ) .

Promote company mission and ethical values by developing relevant company ethos and work patterns within locally employed labour force. This ties in to Kotler and Lee ( 2005 ) who province that of import ethical issues can associate to the workplace, labor, community development and Human Rights.

Promote Beneficial Influences. Work to instill Google doctrine and ethical values into Chinese society as a whole through the spread of concern contacts, user experience and wider entree to internet based intelligence, web logs and information citations.

Offer ethically tailored services and merchandises to run into Chinese users ‘ demands that worked efficaciously within locally imposed restrictions and limitations by Chinese authorities. Google intentionally chose non to offer Gmail and Blogger in order to avoid human rights and privateness concerns raised by Chinese authorities probe of dissenters.

Access to information. Participate in spread outing cyberspace usage across all societal degrees of Chinese society to make full the information nothingness in China created by province controlled media thereby carry throughing its ego declared mission and values of supplying indifferent, accurate and free entree to information for those who rely on us around the universe… … functioning our terminal users is at the bosom of what we do. ( pg 469 – instance survey

Some is better than none. Limited entree to the universe ‘s information would be good to the Chinese people instead than no entree at all. Brin ( DATE ) stated “ one thing we know, is that people can do better determinations with better information ” .

Case Against

Public Pledge. Google can be seen as being complicit with Chinese domestic policy ( internet policing and heretical suppression – local jurisprudence known as Public Pledge and signed by all companies wishing to run in China ) . Specific to Google was the demand for self censoring to follow with Government blacklisted IP references and URLs ( see pg 474 – no 22 )

Make no immorality. By conforming to the Chinese authorities “ Public Pledge of Self-Regulation and Professional Ethics ” , the company straight contradicted its ain well publicised ethical stance and slogan ‘do no immorality ‘ . This authorities ordinance would impact on Google ‘s ability “ to form the universe ‘s information and do it universally accessible and utile ” .

Poor direction. May finally show hapless managerial determination devising and highlight the company to be politically naif in its outlooks and traffics with a good established autocratic government. Damage to trade name equity may ensue with loss of user assurance in company ‘s ethical ability.

Ethical Integrity. Bugeja ( 2007 ) highlighted a split in Google ‘s ethical unity over users rights and privateness. Domestically Google resisted US Federal Government force per unit area and claimed First Amendment concerns over a proposed jurisprudence that would necessitate Google to provide user information of operators of kid erotica sites. Bridis ( 2006 ) as cited in Bugeja ( 2007 ) stated that Sergey Brin acknowledged that his company compromised its rules in assenting to China ‘s censoring demands in order to run its China market. This wedged adversely on Google ‘s ethical stigmatization.

Lack of Transparency. By silent credence and subsequent fronting of Chinese authorities censoring, Google may be seen as holding put an ethical trade name mask over an autocratic governments ‘ tool for repression. This may promote others who would make concern with China to follow a similar deficiency of ethical transparence.

Do you believe Google was right to retreat from mainland China in March 2010? Give grounds based on your ain independent research.

Ethically and economically, it is my sentiment, Google was right to retreat from mainland China in March 2010. Ethically, this showed a return to their nucleus construct of ‘do no evil ‘ . Additionally, research indicated that economically there was besides a good implicit in ground for interrupting with China.

I have used John Elkington ‘s ( 1997 ) Triple Bottom Line ( TBL ) Index below to exemplify why I think Google was right to retreat from China. I have used this index because it reflects Google ‘s operating license in society to fulfill its stakeholders through bring forthing net incomes ( the economic underside line ) , and will help my statement to reflect the company ‘s actions to better its merchandises, services and resource control and usage ( environmental underside line ) and merchandise users privateness and protection ( societal underside line ) .



Google ‘s instance highlights the importance of ethical behavior in concern i.e. Corporate Social Responsibility ( CSR ) . CSR defines how companies manage the concern processes to bring forth an overall positive societal impact on the communities they interact with.

( NGO – Non-governmental Administrations )

Beginning: Mallen Baker – Corporate Social Responsibility – What does it intend? – News and resources – available at hypertext transfer protocol: //

In my sentiment, when make up one’s minding to retreat from China, a reappraisal of the undermentioned factors utilizing Baker ‘s theoretical account would foreground factors impacting Google ‘s ability to run and present quality services to users in China and its impact on the company ‘s planetary standing. This would in turn support the company ‘s determination to retreat from the mainland China market.

1. The quality of their direction ( Both local to China and at head office ) – in footings of people, procedures and policies – ( the inner circle ) .

2. The nature of and measure of their impact on society as shown in the assorted countries above – market growing, consumer satisfaction and protection ( Human Rights ) , conformity with local Torahs and merchandise arrangement ( the outer circle ) .

Google is a planetary company with a publicly stated CSR program that is built-in to its concern scheme. I believe that in today ‘s planetary concern environment, external stakeholders would be CSR cognizant and interested in the impact of the company ‘s CSR activities. Campbell ( 2110 ) affirms this when she states that Google disappointed “ earnest fans ” when it agreed to follow with China ‘s censoring. Using the above diagram ( the outer circle ) they can analyze company public presentation, good or bad, in footings of its merchandises and services and in footings of their impact on the environment, local communities, work force development and intervention. Of the assorted stakeholders, it is fiscal analysts who are preponderantly focused on direction quality ( the inner circle ) as an index of likely future public presentation.

My research has indicated that by early 2010, Google faced a turning quandary: either adhere to its ethically based and socially sound mission and slogan, “ to form the universe ‘s information and do it universally accessible and utile ” and “ do no immorality, ” or divert from its nucleus values and go on to develop its market portion in the 2nd largest planetary economic system ( Boyton, 2010 ) .

Pg 7/8 It is clear that at the highest degree within Google, a determination was made to give economic potency ( the company was on mark to run into predicted Chinese gross revenues of $ 600 million ) to the societal and ethical demands of the company ‘s mission statement. The ensuing benefit to company trade name equity of this determination is confirmed by Bill Bishop ( day of the month ) . This besides confirms my belief that backdown from mainland China was the right determination bring forthing clear benefits to the company.

Additionally, Google ‘s has a repute to keep and whilst its reaction may hold been seen by many as over the top ( Cheng 2010 ) , this was necessary to guarantee client assurance in their concern operations.

Economic /Environmental

With its going from China, Google lost an extended market portion and cut off entree to over a million cyberspace users. However, from a strictly economic point of view, the loss of ( pg 7 ) hereafter concern potency in the China market would be offset by the company stoping its current commercial battle to keep and spread out market portion in the face of the combined competition of domestic challengers Baidu ( 58.4 % of the market ) , Alibaba ‘s Taobao and Tencent. This confirms Bill Bishop ‘s, Beijing based angle investor, statement that there was no long term potency for Google in the Chinese market.

By routing user petitions to Hong Kong based resources, Google attempted to equilibrate its economic demand against operating within China ‘s mainland environmental demands ( conformity with local Torahs and ordinances baning internet use ) . In my sentiment, this was an effort in spirit by Google to run into China ‘s censoring policies that in pattern allowed it to claim it was keeping its ain anti-censorship stance ( pg 1 top.

Pg 1. The subsequent dirt affecting Chinese authorities choping allegations against Google waiters and the loss of confidential information and electronic mail informations further added to Google ‘s malaise over its engagement with Chinese authorities cyberspace censoring policies with its possible to impact on Google users ‘ human rights.

Additionally, impending American statute law ( Global Online Freedom Act 2010 ) , if passed, will coerce American based companies making concern with autocratic governments to protect their user ‘s personal information and forestall them from passing this information to the governments concerned. I believe that Google ‘s determination to retreat from China in 2010 may be seen in portion as an effort to follow with this at hand statute law and reenforce its image of following with statute law ( this straight ties in with environmental conformity as described in Elkington ‘s ( DATE ) TBL theoretical account.

In Conclusion.

A planetary economic system and betterments in engineering enables the populace to entree information associating to how socially responsible and ethical companies are ( ensuing in increased worldwide sensitiveness to ethical issues ) . Consumers are taking more involvement in the companies which they use, their impact on the environment, on local communities, and in how they treat their work force. Investors are doing investing determinations based on societal sustainability and authoritiess have tightened statute law and developed economic, environmental and societal enterprises. In Google ‘s instance, it was right for them to retreat from mainland China if merely for the undermentioned salient points:

Business point. Market portion growing has non met outlook.

Ethical point. It was right for them non to follow with Chinese censoring.

Overall. Brand image protection.