CASE STUDY 21 Dilemmain China Google's JaneStuartBaker andLuTang This case explores whether we should use one set of universal ethics that is applicable to all cultures or multiple ethical standards situated in the diverse legal, cultural, and social contexts of various nation states. In an era of globalization, it raises questions about how global companies should deal with conflifring ethical views from divergent stakeholders around the world. The case also seeks to examine the dilemmas of aligning organizational values and practices in other parts of the world that may not share such ethics. ,Tl I he process of globalization is fundamentally changing the ways corporations do business today (Castells,1996). While there is a lack of consensus on the causes, conceptualization, and effects of globalization, Held, McCrew, Goldblatt, and Perraton (1999) identified rhe following four aspects as its defining characteristics:(1) the extensity of the networks that connect different countries, people, and organizations in the world; (2) the intensity of the interaction in these networks; (3) the speed with which information, capital, people, and products move around the globe, and (4) the impact of these trends on different communities. Within the or$anizational realm, scholars have been examining two concurrent trends by which globalization has affected today's organizations: convergence and divergence (Stohl,2O01). The convergence approach emphasizes how the social, economic, and technological infrastructures of the global market lead organizations to operate and communicate similarly in the global context. On the other hand, the divergence perspective focuses on the heterogeneity of organizational practices that are brou$ht about because of different cultures around the world. At the center of this tension is the dialectical relationship between globalization and localization. Great attention has been paid to examining how today's organizations $lobalize or localize their practices and communication to be successful in this new era of globalization. As corporations are increasingly integrated into the global marketplace, stakeholders such as governments, international non$overnmental organizations, errployees, and customers have scrutinized the ethics applied to their practices. The concept of ethics is problematized by globalization as different cultures bring different concepts of ethics (Scherer & Palazzo,2008). What constitutes ethical practices for today's corporations? Should there 285 -.-1>- 286 PARrvr couRAGE be one set of universal ethics that is applicable to all cultures or multiple ethical standards situated in the different tegal, cultural, and social contexts of different nation-states? How should global companies deal with conflicting ethics and requirements from their different stakeholders around the world? Should they adhere to their own ethical standards developed in the context of their home country and culture or adapt their ethical standards to meet the local social and legal environments? Caught in this dilemma is Google, the largest search engine in the world. Google has no doubt influenced our use of the Internet as a source ol information. According to market research source Experian Hitwise (2010), Google accounted for over 7O% of total Internet searches in the United States during June 2010. Along with the success of its business, Coogle has presented itself as a highly ethical company. lts corporate philosophy features t h e s t a t e m e n t , " Y o u c a n m a k e m o n e y w i t h o u t d o i n g e v i l " ( G o o g l e ,2 0 1 1 ) . Despite Google's official stance toward this philosophy, the company's behaviors p e c i [ i c a l l y .t h e 2 0 0 6 l a u n c h o f i t s C h i n a - b a s e d s e a r c h e n g i n e , G o o g l e . c n - h a s d r a w n skepticism from human rights organizations and the U.S. government. Since the launch, Google has conceded to China's censorship laws by agreeing ro filter out politically sensitive terms, such as Falun Gong, democracy, and Tiananmen, from its search results. Human rights activists and political leaders have, in turn, accused Google of betraying its espoused ethical standards by ignoring the value of freedom of expression and information access. In the years that have followed, Google has responded in various ways, shifting its rhetorical strategies as it has attempted to address changing needs. Google has not laced such ethical challenges alone. Technology firms such as Yahool, Microsoft, Cisco Systems, and Sun Microsystems have all faced similar criticisms by con, gressional leaders and human rights organizations, who criticized the technology companies lor lacking integrity and urging them to take a stand for human rights when doing business abroad. While the ethics of any of these companies would be worth further examining. Coogle presents a particularly interesting case because the company has staunchly detended its business practices as ethical in spite of opposition by some stakeholders.This case introduces the controversy around Goo$le's China-based search en$ine Goo$le.cn and how Google and different stakeholders have addressed and negotiated this controversy. Excerpts from Google's official statements, such as company blo$s and testimonies before t h e U . S .S e n a t ea n d C o n g r e s s a , r e p r e s e n t e dt o b r i n g t o l i g h t t h e e t h i c a l d i l e m m a s t h e c o m pany has faced between 2006 and 2010. T H EL A U N CO HFG O O G L E . C N On January 27. 2006. Google published a blog explaining that Chinese users of Google.com were experiencing slow and often unavailable service. The blog stated that Coo$le was not proud of the service it was able to provide and argued for the need to create a local search engine, Google.cn,based in China. The company acknowledged that Chinese law would require that search results on this local version of Goo$le be censored,which would violate the company's commitment to free inforrnation access.Nonetheless, Goo$le used the blog as a forum for aligning the decision to launch Google.cn with the fulfillment of its corporate mission: W m mi ar( Go sev qu this ma int€ On Intern schola freedo Schra prese b a s e dr a busi rnChi Chines Ope to ha mark searc (and1 Howe i t sC h i n There Chin beca to pro ethic cultur its mis Intern not all would aseto consid CASESTUDY21 cal standards How L-states? heir different idards develstandards to ioogle has tro ing to market total Internet 'its busrness, rphy features 's behavior.r-has drawn r et h e l a u n c h , l i t i c a l l ys e n s i : s u l t sH . uman ( its espoused natlon access. ng its rhetorirch as Yahool, cisntsby conotogy compas when doing further examhas staunchlY leholders.This Google.cnand is controversy. monies be[ore r m a st h e c o n l - of Google.com )oogle was not : a local search v would require iolatethe cotnrlog as a forum te mlsslon. Google'sDilernnrain China 287 We ultimately reachedour decisionby askingourselveswhich coursewould most effectivelyfurther Goo$le'smissionto organizethe world's information and rnake it universallyusefuland accessible. Ot put simply: how can we provide the greatestaccessto information to the greatestnumber of people? Filteringour searchresultsclearly compromisesour mission.Failin$to offer Googlesearchat all to a fifth of the world's population,however,does so far more severely.Whether our critics agreewith our decisionor not, due to the severe quality problemsfacedby usersrying to accessGoogle.comfrom within China, this is preciselythe choicewe believewe faced.By launchingGoo$le.cnand making a major ongoinginvestmentin peopleand infrastructurewithin China.we intend to changethat. (Mclaughlin,2006) O n F e b r u a r y 1 5 . s h o r t l y a f t e r t h e o f f i c i a l l a u n c h o f G o o g l e . c n t, h e C o n r m i t t e eo n I n t e r n a t i o n a lR e l a t i o n so f U . S .C o n g r e s sh e l d a h e a r i n g i n w h i c h p r i v a t e c o m p a n i e s . s c h o l a r s ,a n d g o v e r n m e n tl e a d e r sw e r e i n v i t e d t o m a k e s t a t e m e n t sr e g a r d i n gI n t e r n e t I ' r e e d o mi n C h i n a a n d t h e r o l e s t o b e p l a y e d b y A m e r i c a n t e c h n o l o g y f i r m s . E l i o t S c h r a g e .G o o g l e ' sv i c e p r e s i d e n t f o r c o r p o r a t e c o m m u n i c a t i o n a n d g u b l i c a f f a i r s . p r e s e n t e da t e s t i m o n yt h a t f u r t h e r r a t i o n a l i z e dC o o g l e ' sd e c i s i o nt o l a u n c h t h e C h i n a b a s e ds e a r c h e n g i n e .S c h r a g e( 2 0 0 6 ) f i r s t d e f e n d e dG o o g l e ' si n t e r e s t i n m a i n t a i n i n g a b u s i n e s sr e l a t i o n s h i pw i t h C h i n a a n d e x p l a i n e dt h a t G o o g l eh a d l o s t m a r k e t s h a r e i n C h i n a b e c a u s eo f i t s c o m m i t m e n t t o m a i n t a i n i n g t h e u n c e n s o r e dG o o $ l e . c o mi o r C h i n e s eu s e r s : Operatinqwithout a local presence,Google'sslownessand unreliabilityappears to havebeen a major-perhaps the major-factor behind our steadilydeclining market share.Accordingto ttrird-partyestimates.Baidu has gone from 2.5% oi the s e a r c hm a r k e ti n 2 O O 3t o 4 6 % i n 2 0 0 5 ,w h i l e G o o g l eh a s d r o p p e dt o b e l o w 3 0 % land falling). However,Schrage(2006)alsoacknowled$edthat the company'sdesireto cotr-rpete with i t s C h i n e s ec o u n t e r p a r t lsi k e B a i d uc r e a t e da n e t h i c a ld i l e m m a : f h e r e i s n o q u e s t i o nt h a t , a s a m a t t e r o f b u s i n e s sw , e w a n t t o b e a c t i v ei n C h i n a . . . I t w o u l d b e d i s i n $ e n u o r r tso s a y t h a t w e d o r r ' t c a r e a b o u t t h a t b e c a u s eo, f c o u r s e ,w e d o . W e a r e a b u s i n e s sw i t h s t o c k h o l d e r sa, n d w e w a n t t o p r o s p e ra n d g r o w i n a h i g h l y c o r n p e t i t i v ew o r l d . A t t h e s a m e t r m e ,a c t i n g e t h i c a l l y i s a c o r e v a l u e f o r o u r c o m p a n y ,a n d a n i n t e g r a lp a r t o f o u r b u s i n e s s c u l t u r e .O u r s l o w n e s sa n d u n r e l i a b i l i t yh a s m e a n t t h a t G o o g l ei s f a i l i r r gi r r i t s m i s s i o n t o m a k e t h e w o r l d ' s i n f o r m a t i o na c c e s s i b l e and usefulto Chinese I n t e r n e tu s e r s .O n l y a l o c a l p r e s e n c ew o u l d a l l o w G o o g l et o r e s o l v el n o s t , i f n o t a l l , o f t h e l a t e n c ya n d a c c e s si s s u e s B . u t t o h a v ea l o c a l p r e s e n c ei n C h i n a w o u l d r e q u i r eG o o g l et o g e t a n I n t e r n e tC o n t e n tP r o v i d e rl i c e n s e ,t r i g g e r i n g a s e t o f r e g u l a t o r yr e q u i r e m e n t st o f i l t e r a n d r e m o v el i n k s t o c o n t e n t t h a t i s c o n s i d e r e di l l e g a l i n C h i n a . 288 PART VI coURAGE Schrage (2006) then framed Google's dilemma in terms of two choices: [ 1] stay or-rtof China , or [2] establish a local presence in China-either of which would entail some degree of inconsistency with our corporate mission. In assessing these options, we looked at three fundamental Google commitments: a. Satisfy the interests of users, b. Expand access to information, and c. Be responsive to local conditions. Based on the previous considerations, Schrage presented Google's decision. which entailed three parts. First. the company had opted to launch Google.cn and censor the search results accordinq to Chinese law. Second, Goo$le had begun to disclose the fact that it was filtering the results "in a step toward greater transparency." Third, Google had promised not to launch a Chinese version of Gmail and Blogger so that tlre company would not be faced with requests by China's government to release private and confidential information sent arrd posted by users. Despite Coogle's attenrpts to align its br-rsinesspractices and ethical standards, represenlatives of human rights organizations presented a very different picture of Intentet access in countries such as China. Timothy Kumar of Amnesty lnternational directly accused technology companies of complying with foreign governments' censorship laws at the e x p e n s eo f h u m a n r i g h t s . Several international companies provide Internet services in CIrina, and marry have headquarters within the Unitetl States.Some of these companies, includin$ Cisco Systems and Sun Microsystems, have helped to build the infrastructure that makes Internet censorship possible while others, including Yahool, Microsoft. and C o o g l e a r e i n c r e a s i n g l yc o m p l y i n g w i t h g o v e r n m e n t d e r n a n d s t o a c t i v e l y c e n s o r Chinese users by lilniling the inforrlation they call access.(Kurnar, 2006) Speaking directly to Google, Kumar drew attention to the recent launch of the comp a n y ' s C h i n e s e s e a r c h e n g i n e . Q u o t i n g S e c r e t a r y C e r r e r a lI r e n e K h a n , K u m a r p o i n t e d o u t d i s c r e p a n c i e sb e t w e e n G o o g l e ' sp r a c t i c e s i n C h i n a a r r d i t s s t a t e d c o r l m i t m e n f t o f r e e information access: (2006)t defens lAnl Chin that at th is Gc disc sysi the ( inclt resu Chi But you to gt aroL THEENDO DesPt Googl humar Coo$l ing ttr v i c eP to con if the requir On l-aw I relati W h e t h e r s u c c u m b i n g t o d e m a n d s f r o m C h i n e s eo i i i c i a l s o r a n t i c i p a t t n g g o v e r n r n e n t c o n c e r n s , c o m p a n i e s t h a t i m p o s e r e s t r i c t i o n st h a t i r r f r i n g e o n h u m a n 'Ihe r i g h t s a r e b e i r r $e x t r e r n e l y s h o r t - s i g h t e d . a g r e e r r e n t st h e i n d u s t r y e n t e r s i u r o w i t h t h e C h i n e s eg o v e r n m e n t , w h e t h e r t a c i t o r w r i t t e n , g o a g a i n s tt h e I T i n d u s t r y ' s claim that it promotes the right to freedom ol informarion of all people, at all times, everywhere. (Kumar, 2006) Tom Malirrowski.representativefor Hurnan RightsWatch,another influential human rights organization.also protestedthe actionsof technologyconipanies.In Malinowski's ethics tion I Cens Th is ln Ih tri C A S ES T U D Y2 l 'which :I ASSESSINg c i s i o n ,w h i c h n d c e n s o rt h e ie the factthat glehadpromlny would not n t i a li n f o r m a rrds,represenlternetaccess 'ectlyaccused ip lawsat the G o o g l e 'D s i l e m m ai r r C h i n a 289 (2006)testimony,he presentedcommon argumentsmade by the Internetcorporationsin defenseof censorshipand then attackedthem: [An] argumentmade by some cornpaniesis that censorshipis acceptableif' ChineseInternetusersare honestlytold what is happening.This is the argument that Googleis making,becausethe ChineseGoogtesite includesa disclaimer at the bottom informin$ usersthat some information is bein$ censored.But is Googlereally being honestand open about what it is doing?Googleis not disclosinga crucial piece of information--it is not saying how its censorship systemworks. Ir is not telling userswhat rnaterial-what sites,words, and ideasthe Chinesegovernmentis tellin$ it to block. fAnother] argument that companies, including Google,make is that the sitesthey removefrom their searchengine resultsare in any caseblockedby the Chinesegovernment,and thus that their Chineseusersare not being deniedanything to which they previouslyhad access. But this is not entirely true. If you punch in the words "human rights" on Coogle, you wilt find links to literally millions of websites.from the home pagesof NGOs. to governmentsites,to newspapers.univr:rsities, and blogs in scoresof countries a r o u n dt h e w o r l d . THEENDOFCENSORSHIP? many rcludinq cturethat osoft.and y censor ') Despite the challerrging remarks made by human rights organizations at the hearing, Google went about businessas usual unti{ 2010, when an attack on Grnail accounts of human riQhts activists in China forced executives to change strategies. On January 12, Google's senior management published a blog entry in response to these attacks. announci n $ t h e c o r n p a n y ' s p l a n t o e r r d t h e c e n s o r i n g o i s e a r c h r e s u l t s .D a v i d D r u m m o n d , s e n i o r vice president of corporate developrnent, stated, "We have decided we are no lon$er willing r of thecomumar pointed rtmentt.oFree to continue censoring our results on Google.cn" and indicated that Goo$le would exit China i f t l r e C h i n e s eg o v e r n r n e n tw o u l d n o t a g r e et o l o o s e n i t s I n t e r n e t c e n s o r s h i p a n d f i l t e r i n g r e q u i r e m e n t s( D r u r n m o n d , 2 0 I O a ) . O n M a r c h 2 n d , a t t h e U S . S e n a t eh e a r i n g o n G l o b a l I n t e r n e t F r e e d o m a n d t h e R u l e o f Law, Nicole Wong. vice president and deputy general counsel of Coogle, redefined the )n nurnan rters Into industry's at all e n t i a lh u m a n Malinowski's relationship between business and ethics. While irr the 2006 testimony, business and ethics were framed as contradicting each other, at least in the context of Coogle's operat i o t t i n C h i n a . C o o g l e ' s2 0 1 0 t e s t i m o n y p o s i t i o n e d t h e t w o a s i n d i s p e n s i b l e t o o n e o t h e r . C e n s o r s h i pc o u l d i n d e e d h u r t b u s i n e s sa n d h u m a n r i g h t s s i m u l t a n e o u s l y : -lhe debate on lnternet censorship is, of course, not only about human rights. At issue is the continued economic growth spurred by a free and globally accessible lnternet. . . . When a foreign government pursues censorship policies in a nranner that favors dornestic Internet cornpanies, this goes against basic international trade principles of non-discrimination and maintaining a level playing field. t,ocal 290 PART VI COURAGE competitors gain a business advantage, and consumers are deprived of the ability to choose the best services for their needs. And when a government disrupts an Internet service in its entirety-e.$., blockin$ an entire website because of concerns with a handful of user-generated postings-the government is restricting trade well-beyond what would be required even if it had a legitimate public policy justification for the censorship. (Wong, 2010) Wong (2010) also reiterated Internet censorship as a global problem and called for the collaboration of the U.S. government and corporations in promoting an international code of conduct to respond to foreign governments who demanded censorship: Ultimately, governments that respect the right to online free expression should work together to craft new international rules to better discipline government actions that impede the free flow of information over the Internet. We need forward-looking rules that provide maximum protection against the trade barriers of the new technology era. On the multilateral human rights front, enforcing and supporting the mechanisms of the International Covenant on Civil and Political Rights and others under the UN system (e.g.,the UN Human Rights Committee) to demand accountability from governments for Internet censorship is helpful. At the very least, these mechanisms can be better used to shine light on government abuses. Beginning March 23rd, Google.cn visitors were automatically redirected to the uncens o r e d G o o g l e . c o m . h k .D r u m m o n d c o m m e n t e d o n t h i s n e w a p p r o a c h : We believe this new approach of providing uncensored search in simplified Chinese from Coogle.com.hk is a sensible solution to the challenges we've facedit's entirely legal and will meaningfully increase access to information for people in China. We very much hope that the Chinese government respects our decision, though we are well aware that it could at any time block access to our services. We will therefore be carefully monitoring access issues, and have created this new web page, which we will update regularly each day, so that everyone can see w h i c h G o o g l e s e r v i c e sa r e a v a i l a b l ei n C h i n a . ( D r u m m o n d , 2 0 1 0 b ) Various human rights organizations. such as Human Rights Watch, now praised Google for its stance on censorship and freedom of expression and urged other Internet companies to follow in Google's footsteps. Human Rights Director Arvind Ganesan declared the following: Google's decision to offer an uncensored search engine is an important step to challenge the Chinese government's use of censorship to maintain its control over its citizens. This is a crucial moment for freedom of expression in China, and the onus is now on other major technology companies to take a firm stand against censorship. (Human Rights Watch, 2010) Hc any r an at "Goo Chin; A REVIS InaJ tOWa opera had re hk, th contin It's rhe WC ren pag witl cen one Goo had inr based r but wo Coogle MOVINGTO SOCIALRE Google taneou be inte when tl in the L adaptec about G CASESTUDY2l ability )ts of stficting c policy alled for the ational code :lould nent ed ) barriers ring and rtiticat nlttee) elpful. At vernmenl to the uncen- fied 've faced-or people r decision, ;ervices. rd this ne can see praisedGoogle lternet comPaLndeclared the step to ontrol over l h i n a ,a n d and against Coogle'sl)ilerrimain China 297 However,other commentatorswere less optimistic that Google'sdecisionwould have any real impact on improvinghuman rights regardinginformation access.Cynthia Wong, an attorney at the Center for Democracyand Technology in Washin$ton responded. "Goo$le'smove is really commendablebut I don't think it will have a major impact on China'ssystemof filtering"(Farrell,2010). A REVISED APPROACH I n a J r r n e 2 8 . 2 O l O .b l o g , G o o g l e a n n o u n c e d t h a t i t w a s r e s c i n d i n g o n i t s s t r o n g p o s i t i o n toward redirecting users of Google.cn to Coogle.com.hk. Believing that the renewal of its operating license was at stake, representativesposted a blog exptaining that the conrpany had relaxed its policy and that instead of automatically redirecring users to Coogle.com. hk, they would be taken to a landing page, at which tilne they would be given the option to continue on to the censored Goo$le.crror opt for the uncensored Coogle.corn.hk: It's clear from conversations we have had with Chinese government offidals that they find the redirect fto the uncensored Coogle.hk] unacceptable-and that if w e c o n t i n u e r e d i r e c t i n $u s e r s o u r I n t e r n e t C o n t e n t P r o v i d e r l i c e n s e w i l l n o t b e renewed . . . we have started taking a small percentage of [users] to a landind page on Google.cn rhat tinks to Google.com hk . . which we can provide locatly w i t h o u t f i l t e r i n g T h i s a p p r o a c h e n s u r e sw e s t a y t r u e t o o u r c o n r m i t n r e n t n o t t o censor our results on Goo$le.cn and gives users access to all of our services from o n e p a g e .( D r u m m o n d , 2 0 1 0 c ) Coogle updated its blog on Jtrly 9, 2010, to announce that the Chinese government h a d i n d e e d g r a n t e d i t s r e q u e s t f o r a r e n e w a l o [ t h e I n t e r n e t c o n t e n t p r o v i d e r ( l C P )l i c e n s e based on the condition that userswould not automatically be directed to Coogle.cotn.hk b u t w o u l d b e g i v e n t h e c h o i c e b e t w e e n t h e l l o n g K o n $ v e r s i o n o f G o o g l ea n d t h e c e n s o r e d GooQle.cn. MOVINGTOWARD A THEORETICAL APPROACH OFCORPORATE SOCIAL RESPONSIBILITY Google's move demonstrates its atrempt to be accountable to multiple stakeholders simultaneously. 1-he cornpany's initial decision to launch the China-based search engine can be interpreted as the company's attempt to be accountable to its shareholders. However, when this practice attracted criticism from other stakeholders, such as the gerreral public in the United States,human rights organizations, arrd the U.S. $overnment, rhe colnpany adapted both its business and rhetorical strategies to respond to these stakeholders. How about Google's users in China? What has the cornpany done to be accountable to thern? 292 PART VI COURAGE In examining Google's practices and rhetoric regarding Internet censorship, the company appeared to face several dilemmas. Carroll (1991) proposed a widely used model describing corporations' social responsibility. At the most basic level, the corporation should focus on economic $oals: maximizing profits, minimizin$ losses,and streamlinin$ [or e[[iciency. At the legal level, corporations are ensuring that while they are maximizing profits they are also abiding by local, state, and national laws and working cooperatively with regulatory agencies to avoid engaging in practices that society considers wrong. At the legal level. the business is iulfilling its contract with society but going no further. The third level focuses on the corporation's ethical responsibilities to its stakeholders and to society to produce goods and services that do not cause harm and that are produced through fair and just means. At this level, the corporation chooses not to engage in certain practices even though they may be legal if doing so would cause societal harm. Carroll's model depicts the highest set of goals as philanthropic pursuits. These transcend mottos such as Goo$le's well-known "Don't be evil" mantra and actually improve society, the community. or the environment in ways that transcend the core service or goods that the business provides. ln managing the controversy around lnternet censorship, Coogle addressed several levels of social responsibility in Carroll's model, namely economic responsibility, legal r e s p o n s i b i l i t y ,a n d e t h i c a l r e s p o n s i b i l i t y One challenge Google faced was how to make compatible its economic, legal, and ethical goals. In particular, Google sought to increase profits by exploiting the vast market in C h i n a b u t a l s o f e l t b o u n d b y t h e e t h i c a l r e s p o n s i b i l i t yo f a d h e r i n g t o v a l u e s s u c h a s h u m a n rights and freedom of expression. Another dilemma that Google faced was deciding how best to manage the contradiction between its ethical standards for lnternet freedom with calls for censorship frorn the Chinese government. Coogle has clearly faced ongoing difficulties during its tenure in China. No choice has been straightforward, and with every decision the company has made, it has risked alienating one group of stakeholders in order to satisFyanother. The case highlights the importance of attending to multiple definitions of ethical responsibility simultaneously and the inherent difficulties in doing so. Moreover, organizations face new obstacles when seeking to apply ethical standards from their local culture in an international settin$, as such standards are not always held universally. Organizations such as Google must be mindful of these challenges not only because of how they mi$ht affect their reputation and business but also rn the ways they impact the people they purport to serve through their corporate missions. REFEREN Carroll of Castell Drumft hfl Drumn Re Drumm go( Irxperia 201 sea Farrell, Scir mo Google col H e l d ,D and Human Ret gov Kumat I the Con DISCUSSION QUESTIONS Malinow Asit D i d C o o g l e m a k e t h e r i g h t c h o i c e i n i t i a l l y - t o l a u n c h G o o g l e . c na n d c e n s o r t h e search results? ope McLaugf goo FIow has Google's rhetoric regarding ethics, human rights, and business changed over time? 3 What perspective(s)on ethics form the basis for Google's decisions? A Does Google's rhetoric match its behavior? What implications does this have for GooQle?For Chinese users ol its services? Scherer, A.M (pp Schrage pac Con C A S ES T U D Y2 l , the comsed model lrporatlon ^eamlining laximizing )peratively ong. At the r. The third 1 to socletY hrough fair n practices oll's rlodel .tos such as )ommunity, rsinessProlsed several ibility, legal a l ,a n d e t h i ;t market in h a sh u m a n :ciding how eedom with > choice has skedalienat: imporlance the inherent dng to apply itandardsare f these chalssbut also tn : missions. G o o g l e 'D s r l e m m ai n C h i n a 293 5. What responsibilities do companieslike Googlehave in promoting human righrs internationally? 6. Is it ethicalfor Googleto baseits decisionregardingcensorshipon what competitors like Yahooland Microsoftare doing? 7. How important is it for an organizationto standby its values,evenwhen they clashwith the localvaluesof a foreignnation in which the organizationis operating? REFERENCES Carroll,A B.(1991) Thepyramidofcorporatesocialresponsibility: Towardthemoral management o f o r q a n i z a t i o n a l s t a k e h o l d e r s .B u s i n e s sH o r i z o n s . 3 1 . i 9 - 4 8 . C a s t e l l s .M . ( 1 9 9 6 ) . 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(2010, March 22). kstimony of Google,Inc. United States Senate Hearing on Global Internet Freedomand the Rule of Ldrv.Retrievedfrom http://judiciary.senate.gov/pdfllO-O3pdf O2wong%27 sTestimony. Spe 7 p c t, lt HOSPICE C Health access debate us aga In actu this ca care se not pa Ironica enhan policy munitl Hos patien ance, I to Mec cial re consec Case Studies in ORGANIZ.ATIONAL COMMUNICA'rION Ethical Perspectives and Practices r"'.*nk "tr #&- ulr 1 Editedov Steve May The University of North Carolina at Chapel Hill 0sncr I I Los AngelesI LondonI New Delhi SingaporeI WashingtonDC