W6 Discussion: Case Study on Google: The Drive to Balance Privacy with Profit

Chapter 10: Google: The Drive to Balance Privacy with Profit: 10-7 Conclusion Book Title: Business Ethics: Ethical Decision Making and Cases Printed By: Kennisha Holloman ([email protected]) © 2019 Cengage Learning, Cengage Learning

10-7 Conclusion

Google’s success story is unparalleled among search engine providers. The company

started off as a small search engine and ranking system and has become one of the most

profitable Internet companies in the world. Today the company is the owner and provider of

products that go above and beyond simply a search engine. While there might be a risk of

Google overextending itself, the company has a talent for making highly profitable

acquisitions that increase its global reach.

As a way to manage its various businesses, in 2015 Google created a new publicly traded

holding company called Alphabet run by Google founders Larry Page and Sergey Brin.

Google was made a subsidiary of Alphabet with its own CEO. The founders believe that

developing a holding company and “slimming down” Google to focus more on its Internet

businesses will be beneficial for the firm in the long run.

Google has made itself into the epitome of a “best company to work for.” The benefits

Google offers employees are extensive, and Google empowers them to make decisions to

improve the company’s operations. The company has taken a strong stand on green

initiatives and supports technologies to address global challenges. Google’s “Don’t Be Evil”

mantra became a popular yardstick to guide Google’s actions. After Google became part of

the holding company Alphabet, its popular motto was modified to “Do the Right Thing.”

On the other hand, Google has faced challenges in privacy, many of which continue to this

day. Google is forced to draw a fine line between using user information to generate

revenue and violating user privacy. Because Google is able to offer targeted advertising to

advertisers through its collection of information, the company can provide quality Internet

services to its users for free. At the same time, Google has committed questionable actions

that seem to infringe on user rights and has encountered resistance from governmental

authorities on many privacy-related initiatives.

With the threat of new regulation, Google takes measures such as lobbying to try and

prevent legislation from being passed that proves unfavorable to the company. Because

Google depends on tracking and similar activities to maintain profitability, it has a large

stake in the privacy issue. However, rather than seeing this solely as a liability, Google might

instead choose to improve its privacy practices and increase transparency in its operations.

Google has the responsibility to ensure stakeholder rights are respected. Although Google

has made great strides in social responsibility, both the company and society know there is

room for improvement. Google’s size, reputation, and history give it a unique opportunity to

positively impact how companies interact on the Internet.

Chapter 10: Google: The Drive to Balance Privacy with Profit: 10-7 Conclusion Book Title: Business Ethics: Ethical Decision Making and Cases Printed By: Kennisha Holloman ([email protected]) © 2019 Cengage Learning, Cengage Learning

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