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How Does the Changing Environment for Business Affect Google's Ability to Communicate in This Situation?

Essay by   •  September 17, 2013  •  Case Study  •  1,290 Words (6 Pages)  •  4,787 Views

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1. How does the changing environment for business affect Google's ability to communicate in this situation?

The changing environment for business affects Google's ability to communicate because everything is available on the internet now. Google said themselves that they hope to "provide the greatest access of information to the greatest number of people" (Argenti, 2009, p.22). Anything and everything that Google does or says in any situation is available for anyone to see. The very product that they are providing can also help or hinder them. If people in the United States and Europe did not have access to Google's business records online, then they would never know about Google censoring in China. If they did not know, then groups such as Reporters Without Borders would not be able to use them as a launching group for their issues.

It is also important to mention that not only Google, but all organizations have a difficult time communicating because of the formation of the "Global Village" (Argenti, 2009, p.7). People no longer have to wait for the morning or evening news to find out what is going on in certain situations; all they have to do is log on to their computer and search for whatever topic they desire more information on. Everyone knows that you can read hundreds of articles and posts about the same topic and each one will have a different view point and different facts; which is why it is hard for Google to communicate their side of the story.

2. Where is the company most vulnerable, from a communications standpoint?

RWB said in a 2006 press release, "Google's statements about respecting online privacy are the height of hypocrisy in view of its strategy in China" (Argenti, 2009, p.19). Google is most vulnerable, from a communications standpoint, in trying not to be labeled a hypocrite. For example, they cannot withhold their own business information while giving millions of people access to every other business. An example of this would be if they censored the Human Rights Watch finding's on the censorship of Google in Canada but did not censor their information on any other company. Since they cannot do this, they release the information and everyone is able to publically see it. Another reason why people might call Google a hypocrite is because of their "Don't be Evil" slogan (Argenti, 2009, p.18). It was very difficult for people to handle the fact that Google prides itself on not being evil, yet they refused to provide user reports to the United States government to aide them in their efforts of tracking down individuals that look at child pornography.

"Successful companies connect communication with strategy through structure, such as having the head of corporate communication report directly to the CEO" (Argenti, 2009, p.15). This is another area where Google is vulnerable, from a communications stand point, because the company has no real structure. When an organization doesn't have structure it poses a problem in terms of communication because individuals outside that organization tend to think that no one within the organization is ever on the same page; in return, the organization becomes more vulnerable.

3. What are the key problems Google faces in this situation?

The key problem that Google is facing in this situation is trying to define where their company fits in relation to the law and their own mission statement. Google's own mission statement says, "We aspire to Make Google an institution that makes the world a better place" (Argenti, 2009, p.18). How is Google able to decide what exactly makes the world a better place? They say no censorship in the United States and they stand up for their user's privacy, but are willing to censor search results in China. Meanwhile, all of this is made public

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