TABLE OF CONTENTS

1.SUMMARY OF CASE……………………………………………. PAGE NO. 2 - 3

ANSWERS OF QUESTIONS:

QUESTION NO.1 …………………………………………………… PAGE NO. 4 - 5

QUESTION NO.2 …………………………………………………… PAGE NO. 5 - 7

QUESTION NO.3 …………………………………………………… PAGE NO. 7 - 8

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 SUMMARY OF CASE
Google started off as a small search engine and ranking system and has become one of the
most profit-able Internet companies in the world. Today the corporate is that the owner
and provider of products that go above and beyond simply an enquiry engine. The founders
believe that developing a company and "slimming down" Google to focus more on its
Internet businesses are going to be beneficial for the firm within the end of the day . Google
has made itself into the epitome of a "best company to figure for". The benefits Google
offers employees are extensive, and Google empowers them to form decisions to enhance
the company's operations. The company has taken a robust stand on green initia-tives and
supports technologies to deal with global challenges. Google's 10 core principles provide a
blueprint for a way employees should conduct themselves within the corporate , and its
"Do not Be Evil" mantra has become a well-liked yardstick to guide Google's actions.
Because Google depends on tracking and similar activities to take care of profitability, it's
an outsized stake within the privacy issue. Google's size, reputation, and history provides it
a singular opportunity to positively impact how companies interact on the web.

Being a large company, Google has many risks and ethical issues it must constantly
address.

Google has been named among Ethisphere's World's Most Ethical Companies for 6 years running
thanks to its contributions to the community and therefore the environment. Other consumers feel
that Google's use of their personal information could also be alittle price to pay in exchange for
access to the company's superior services. Despite Google's attempts to be transparent, there are
ethical gray areas regarding the gathering and use of knowledge . Although Google is that the
hottest program , one poll found that 52 percent of Google users have concerns about their privacy
when using it. Search QueriesOne of the major privacy criticisms levied against Google is that the
company keeps track of users' search terms. Consider all of the items you've got ever looked for
using Google's program . Need-less to say, Google's storage of users' search terms is a controversial
topic. Google has also been accused of failing to respect user privacy within the world . The
investigation led to a $7 million settlement among Google, the FCC, and 38 states and therefore the
District of Columbia. The developer argued that this practice violated Google's privacy policy, which

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stated that identifiable information would never tend to 3rd parties without user consent. Still,
Google's approach to privacy continues to be a topic of controversy and debate.

FORM MANY POLICIES TO ONE:

Google has had specific privacy policies for most of its services for the most of its existence,
each describing how Google gathers and utilizes information for that product. In the other
hand, sifting through the sheer number of policies was frustrating, boring, and time-
consuming, and it would have been impossible for the ordinary user to decode them. Did
the current legislation broaden the information-gathering capacity of Google in the pretext
of simplifying things? One feature of Google's new strategy, in particular, was that it
required the company to take all the data it received from its customers across all its goods
and merge them together. Combined with the current Google+-based streamlined login
framework, the new privacy policy allowed Google to use data on a much wider and more
encompassing scale. The EU demanded that Google delay the adoption of the proposal so it
could research its consequences and properly understand them. It argued that there was
legal enforcement with the current policy and declined to postpone the transition. The EU
Justice Commissioner challenged the legitimacy, under EU law, of Google's current strategy.
By promising to amend its privacy policies for U.K. customers, the organization barely
escaped yet another fine in the U.K., and there are signs that it will make such a change
Europe-wide in an effort to ease the fears of the EU and its member states. The public's
response to Google's unified privacy policies once again brings to light the more general
controversy about the company's collection and use of user information. Critics are still
skeptical with the speed at which Google seems to change its rules, which may lead users
and their privacy rights to be in danger.

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 ANSWERS

1.Has Google implemented a strategy that serves all

stakeholders?

Google is an American International technology company specializing in Internet-related

services and merchandise. These embrace on-line advertising technologies, search, cloud
computing, and computer code. Most of its profits are derived from AdWords, a web
advertising service that places advertising close to the list of search results.
The stakeholders act in step with their interest and use their power to influence the
merchandise within the direction they need. the primary task in developing the project’s
strategic aim and transient is to spot the stakeholders, while not that the project can most
likely not be thought-about as successful though the project’s team is ready to manage the
project inside time, budget and quality. In project management, effective project managers
need keen analytical and intuitive skills to the identification of stakeholders and work with
them to know their expectations and influence upon project success
Google encompasses a responsibility to manage its operations for the advantage of its
stakeholders. Stakeholders embody not solely the shareholders of the company’s stock,
however additionally the staff, customers, suppliers, trade associations, and community.
Google selections could also be influenced by the govt, activist teams, and therefore the
media, all of WHO have their agendas and responsibilities to the folks they serve. every
neutral encompasses a relationship with Google and this relationship is that the supply of
the stakeholder’s power to affect Google’s selections. Google’s distributed business model
ensures that no neutral encompasses a level of importance that might one by one
amendment the direction of the corporate, however, the approach that the mass of internet
users, media, and governments interpret their activity may influence the company’s
objectives.

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It is Google’s management’s job to confirm the survival of the firm and therefore the long
edges of the stakeholders. proceedings and politics typically have an impression on each of
the short and long results which is why it's necessary to be watchful of the external
atmosphere. Some stakeholders have conflicting claims, like the user’s right to info and
therefore the government’s responsibility to safeguard info – or consequently, the user’s
right to privacy and therefore the government’s right to access records. Management is
tasked to weigh the seriousness of every claim and choose that outcome that can best profit
the bulk of their stakeholders.
 

2.How can Google respect privacy and still maintain its

profitability?
 
Privacy which is an absolute right of every individual should be respected and protected by
any organization that is involved in maintaining user privacy. Respecting privacy while still
being profitable is an easy choice that should be considered by Google and it can do so by
signing an agreement with its users that Google as an organization will not sell any
personal information to third parties and giving customers the highest say in the process
on how they want their data to be used.
Google can communicate how data is secure and is used with absolute privacy only to
improve the user experience and the same can be done by obtaining consent from the
customers for any data storage and giving customers the right to delete all the information
with one click. Google can ensure privacy with profitability by focusing on data
minimization and concepts like “federated learning" which allows Google’s products to
work better for everyone without needing to collect the raw data from the user's data.
Artificial Intelligence can be used to do more with fewer data without compromising the
profitability aspect of the business.
Yes, Google can respect privacy & can still gain profitability, following point will shed
light on key ways to implement this:
 

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1) Google’s simple use for users propelled the program to its favored standing, expulsion
competitor search engines like WebCrawler and Infoseek. As Google gained in quality, it
enlarged into the sort of various ventures, also as advertising, book business, social
networking, and mobile phones. the company conjointly nonheritable or owns sort of
different well-known sites, like Orkut (a social-networking website fashionable in Brazil
and India), the photo-sharing website Picasa, and YouTube, the foremost fashionable video
sharing website within the planet. In 2011 it launched Google+, a social networking
website being watched rigorously by its contestant Facebook. For four consecutive years,
Google was thought-about to be the foremost valuable complete within the planet
(although it was surpassed by Apple in 2011). approximately two billion searches a day
area unit performed through Google’s program.
2) As is common with most massive corporations, Google has intimate its share of ethical
problems. Its mantra “Don’t Be Evil” was questioned once it entered China, wherever it
allowed the govt. . to censor a variety of its sites. Its wide reach and its plans to publish
countless books on-line have incurred lawsuits from each publisher, WHO suspect the
company of violating copyrights, and governments, WHO feared that Google’s power was
violating antimonopoly laws.
3) Despite Google’s makes an effort to be clear, their area unit several moral grey areas
concerning the gathering and use of data. as a result of there's still therefore little or no
legislation to regulate however net corporations will gather and use user data, it's tempting
for companies to push the boundaries on privacy. Going too way, however, may produce
issues in terms of name and legal entanglements. Google has typically appeared to take a
cavalier perspective toward privacy within the past. as an example, former corporate
executive Eric statesman was quoted as speech, “If you are doing not need anyone to
understand, don't jazz.” In 2007 Google was given a “hostile to privacy” rating by Privacy
International. though Google is that the foremost well-liked program, fifty 20 years of
Google users have some considerations regarding their privacy on the positioning. this
could be a possible obstacle for Google as shopper trust plays a huge role in however,
they'll move with a corporation.
4) The privacy issue that Google faces won't be resolved any time before long. With the
threat of recent regulation, Google has taken measures like lobbying to form positive

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legislation isn't passed that may prove unfavorable to the corporate. as a result of Google's
dependence on following and different activities to keep up profitableness, it's an outsized
stake within the privacy issue. however, instead of seeing this alone as a liability, Google
would possibly instead opt to improve its privacy practices and increase transparency into
its operations. Google has the responsibility to make sure that the rights of stakeholders
square measure revered. though Google has created nice strides in social responsibility,
each the corporate and society grasps that there's space for improvement. Google is within
the distinctive position to completely impact however corporations move on the web.

3.How will increasing global regulation of privacy affect

Google’s operations?

The increasing global regulation of privacy will change the way corporations like Google
forever. it'll require Google to figure closely with the legislative bodies and consumer
organizations. Ideally, increasing global regulation will mandate Google to simply accept
responsibility for the way the info is employed, maintained, and processed which can
create consistent and universal protections for user privacy at large. If Google fails to
accommodate the concerns raised by regulations and consumer bodies, it'll delve into
increasing lawsuits and losing markets. it'll also translate into the info minimization and
fewer tracking on the user's activities.
Consumer issues over privacy problems have prompted the govt to think about new
legislation control what info web corporations like Google will collect and the way they'll
use it. As a result, several corporations have instituted “do not track” options that users will
click on if they want to avoid being caterpillar-tracked. Google has put in this feature in its
Google Chrome. Such self-regulation is an effort to push back federal legislation that would
seriously limit Google’s trailing activities.
Some of the concepts that regulators are discussing embrace a User’s Bill of Rights and a
don't Track mechanism that will be obligatory for web corporations to use. The Bill of
Rights would sure|check that} that corporations adhere to certain privacy practices. Its

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intent would even be to form web privacy policies easier for users to know. A don't Track
mechanism would be just like don't decision legislation. corporations cannot sell to
shoppers over the phone if those shoppers area unit on the nation doesn't decision register.
Doing this will subject corporations to fines. one thing similar for the net may seriously
impact however web corporations collect info.
Because legislation may become a significant threat to Google, the corporate spends
millions in lobbying and employs eleven lobbyists for its employees. Google hopes to
obviate regulation that it feels may prohibit its ability to coordinate targeted advertising or
provide custom-built services to users.
The company joined with alternative web corporations to protest and eventually defeat 2
bills that were being thought of, the Stop on-line Piracy Act and also the defend IP Act that
will prohibit however websites use a material that may be subject to copyright. However,
with privacy problems and web breaches turning into a growing concern, possibilities for
inflated regulation are probably going. though Google may not be ready to forgo legislation
proscribing a number of the activities of web corporations, it will work with regulators to
think about legislation that may have less of a negative impact on its operations. Google’s
lobbyists can have a profound impact on the passage of laws safeguarding web security.

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