This document discusses Google's history in China and challenges balancing its mission with local conditions. It outlines Google's entry into China without government approval by hosting search locally but shutting down due to censorship. By 2005, Chinese search engine Baidu emerged as the leader. The document also discusses Google's consideration of a censored Chinese search engine, Dragonfly, which raised human rights concerns among employees and organizations. Google ultimately struggled to balance its mission of open information access with China's censorship rules.

1. RAJEEV GUPTA
0
MGNM571
CORPORATE STRATEGY &
ENTREPRENEURSHIP-I

2. • Text Book:
• STRATEGIC MANAGEMENT CREATING COMPETITIVE ADVANTAGES by
GREGORY DESS, GERRY MCNAMARA, ALAN EISNER, SEUNG-HYUN LEE,
Mc Graw Hill Education
• Reference Book:
• STRATEGIC MANAGEMENT by JOHN PEARCE II, RICHARD B ROBINSON,
AMITA MITAL, MC GRAW HILL
1

3. News Article
2

4. Learning Outcomes
1 You will be able to define mission and
Vision.
You will be able to critically appraise and
design strong and compelling mission
and vision statement.
2

6. Why does a company exist?

7. Mission
• Broad and enduring statement of the unique reason of a
firm’s existence (Strategic Intent) that differentiates a
firm from its competitors and defines the scope of its
operations in terms of Product, Market & Technology.
• Questions it addresses:
• Why does it exist?
• Activities?
• Values, principles and beliefs?
• Characteristics:
• Short
• Memorable
• Inspiring

8. For a mission to be effective it must include the following nine
components:
• Customers. Who are your customers? How do you benefit
them?
• Products or services. What are the main products or services
that you offer? Their uniqueness?
• Markets. In which geographical markets do you operate?
• Technology. What is the firm’s basic technology?
• Concern for survival. Is the firm committed to growth and
financial soundness?

9. For a mission to be effective it must include the following nine
components:
• Philosophy. What are the basic beliefs, values, and
philosophies that guide an organization?
• Self-concept. What are the firm’s strengths, competencies, or
competitive advantages?
• Concern for public image. Is the firm socially responsible and
environmentally friendly?
• Concern for Stakeholders. How does a company treat its
stakeholders?

10. Which company Mission statement is this?
• "To organize the world’s information and make it
universally accessible and useful”.

12. Mission Statements
• "To organize the world’s information and make it universally
accessible and useful.“-Google
• "At IBM, we strive to lead in the invention, development and
manufacture of the industry's most advanced information
technologies, including computer systems, software, storage systems
and microelectronics.-IBM
• At Microsoft, our mission and values are to help people and
businesses throughout the world realize their full potential.-Microsoft
• We aspire to be the global steel industry benchmark for value and
corporate citizenship- Tata Steel

14. Google in China
• Though Google’s U.S.-based site, Google.com, had been available in
China since the site’s inception in 1999, service was slow and
unreliable due to extensive Chinese government censoring of
international content.
• Google’s major U.S. competitors, Yahoo! and Microsoft MSN, had each
entered the Chinese market as ISPs years earlier, agreeing to self-
censor.
• Great firewall of china

16. Google in China
• Google, the leading Internet search engine company in the
world, entered the Chinese market in early 2000 by creating a
Chinese-language version of its home page, google.com, that
was located in the United States but that could handle search
requests from China.
• In this way, the technology was not subjected to Chinese
censorship laws as the facilities were not within China’s
physical boundaries, and Google did not need a license from
the Chinese government to operate its business.
• In 2002, the Chinese version of Google was shut down for the
Chinese users and completely inaccessible for Chinese colleges
and universities.

17. By 2005, the Chinese search engine company Baidu emerged as the
leading Internet search company in China.

19. • It is clear that Google had to compromise its mission by failing to
serve its users in China or compromise its mission by entering
China and complying with Chinese laws that required Google to
censor search results.
“Self-censorship, like which we are now required to perform in China,
is something that conflicts, deeply with our core principles… This was
not something we did enthusiastically or something we’re proud of at
all” said Google.
• Google and more than 20 other US companies had been the victims
of a sophisticated cyber attack originating from China.
• During investigation into these attacks it was uncovered that the
Gmail accounts of dozens of human rights activists connected with
China were being routinely accessed by third parties.

21. Financial Perspective
• From a financial perspective, China represented for Google a dynamic
and fast-growing, though increasingly competitive, market.
• With over 105 million users online in early 2006, China’s Internet
market was the second in size only to that of the United States, but it
still represented only about 8% of the Chinese population.
• According to Google’s 2006 projections, the Chinese internet market
was expected to grow from 105 million users to 250 million users by
2010.
• Moreover, in early 2006 there were already 350 million mobile
phones in use in China and that number was projected to grow by
about 57 million annually.

22. Google’s objective is to make the “world’s information accessible to
everyone, everywhere, all the time.”
First: Commitment to satisfy the (a) interests of users, and by doing so
to build a leading company in a highly competitive industry; and
Second: Conviction that expanding (b) access to information to anyone
who wants it will make our world a better, more informed, and freer
place.
“Some governments impose restrictions that make our mission difficult
to achieve, and this is what we have encountered in China. In such a
situation, we have to add to the balance a third fundamental
commitment: Be responsive to (c) local conditions”

24. • Google designed the Chinese search engine, code-named Dragonfly, to
blacklist information about human rights, democracy, religion, and
peaceful protest, in accordance with strict rules on censorship in
China that are enforced by the country’s authoritarian Communist
Party government.

25. • “We are among thousands of employees who have raised our voices
for months. International human rights organizations and
investigative reporters have also sounded the alarm, emphasizing
serious human rights concerns and repeatedly calling on Google to
cancel the project”.
• ... “Many of us accepted employment at Google with the company's
values in mind, including its previous position on Chinese censorship
and surveillance, and an understanding that Google was a company
willing to place its values above its profits. After a year of
disappointments including Project Maven, Dragonfly, and Google's
support for abusers, we no longer believe this is the case”, as quoted
by Google employee.

26. 25

27. 26

28. 27
THANK YOU
RAJEEV GUPTA