BA 385 PSU CSR and Solution Development Googles Project Nightingale Case Study Instructions for Case Analysis Part II:CSR and Solution Development: Contin

BA 385 PSU CSR and Solution Development Googles Project Nightingale Case Study Instructions for Case Analysis Part II:CSR and Solution Development: Continue your own outside research to learn as much as you can about the ethical issues surrounding Google’s ‘Project Nightingale’ and the impact Google’s business practices are having on stakeholders. Refer back to your stakeholder table and prioritization Assignment 1 (uploded in word doc) before you begin this assignment.In this assignment, you will continue to analyze the same case as you discuss the Google’s corporate social responsibilities (CSR), develop solutions, and explain the consequences of your recommendations on major stakeholder groups. Use knowledge you have gained in BA385 to respond to the prompts that follow.Your answers should state your position and use logical arguments, as well as terminology and concepts from the course, to support it.More favorable scores will be given to those who demonstrate generate novel and creative solutions. Type your responses directly into this document and submit your completed work to the d2l dropbox by the due date stated in the syllabus.You are not limited by the space on the pages; type in as much as you need to provide comprehensive responses. Remember… For the sake of this case analysis, assume you are David Feinberg, MD, the head of Google Health. You will be answering the question:Should we continue Project Nightingale?How should we respond to societal concerns? Stakeholder Table, Prioritization and Relationship
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Stakeholder Table, Prioritization and Relationship
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April 2020
Learning Objective 1: Stakeholder Identification
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Stakeholder Table, Prioritization and Relationship
1. Users:
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Users are individuals and organizations that use Google products.
Usually, these stakeholders do not have to pay the company. For
example, users include people who use Google and Chrome search
engines. This group of stakeholders is interested in the practicality of
the company’s products. Such stakeholders are important because
their behavior determines the company’s popularity. Google’s
popularity corresponds to the company’s business value.
According to Google’s business philosophy, users have the
highest priority in corporate social responsibility activities. The
company’s philosophy is: focus on users, everything else will
happen. This is why users are the main players in Google. When
developing all products, user needs are taken into consideration. In
this way, the company’s CSR work effectively points to interested
user groups.
2. Employees
Employees are the second priority among Google’s stakeholders.
Employees want to provide sufficient compensation and satisfactory
professional experience for the company. For example, many
employees want to work for Google because the company is
regarded as one of the most suitable companies. This stakeholder
group is important because it defines the company’s capabilities,
such as the ability to innovate quickly.
Google’s CSR work responds to the interests of its
employees as a major stakeholder group through competitive
compensation and work pleasure. The company’s compensation
strategy includes high salaries and various rewards and benefits, such
as free meals and flexible work processes. Google Objects is also a
cool workplace, where employees can exercise, play games and
share ideas. In addition, the company uses the Google Supplier Code
of Conduct to indirectly deal with the working conditions of supplier
employees,
including
concerns
about
work
practices
and
occupational health and safety. Therefore, Google’s CSR activities
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Stakeholder Table, Prioritization and Relationship
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effectively serve the interests of corporate stakeholders.
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Stakeholder Table, Prioritization and Relationship
3. Advertisers
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Google’s success depends on the company’s CSR efforts to meet the
needs of advertisers and other customers as a stakeholder group.
Advertisers are the company’s main source of income. These
stakeholders need effective services, such as effective online
advertising campaigns. Advertisers and other customers are a large
number of stakeholders because they directly affect Google’s
financial performance.
Google’s CSR efforts will consider the interests of advertisers and
customers based on the company’s popularity. As mentioned earlier,
giving a group of interested user’s priority makes the company
popular. In turn, this popularity increases the coverage and efficiency
of the commercial market. As a result, advertisers and other
customers will benefit more from the company’s services. Google’s
comprehensive CSR efforts are in the interest of advertisers and
other customers.
4. Investors
Since its initial public offering in 2004, Google has now regarded
investors as the main stakeholder group that affects corporate social
responsibility activities. Investors want to ensure that Google will
increase its profits. Investors are important stakeholders because they
determine the availability of funds used by the company for
operations.
Google’s CSR activities are usually focused on providing
useful products. Although these efforts will satisfy stakeholders such
as users, advertisers or customers, they will also please Google
investors. The practicality of these products makes them popular,
widely used, and cost-effective. In addition, Google ’s R & D
strategy can also be seen as part of the company’s overall approach
to fulfilling its social responsibilities. These research and
development strategies aim to provide useful and profitable products.
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Stakeholder Table, Prioritization and Relationship
5. Governments
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The government is an important stakeholder group. They affect
Google through regulations. The company works with many
governments because of its global operations. As a stakeholder, the
government wants to ensure compliance with Google regulations.
Such stakeholders are important because they can approve or
prohibit Google’s business operations in their jurisdictions.
6. Communities
The community also participates in Google’s activities. The
community is interested in the direct or indirect benefits obtained
from the activity. In theory, companies can benefit the community
through
charity
programs,
charities,
and
related
activities.
Communities are important stakeholders because they affect how
customers view and respond to Google products.
Google’s CSR activities include a charity program through
Google.org, which has provided more than $ 100 million in grants
and investments. Google.org aims to combat climate change, global
public health and global poverty. In addition, Google has also added
international standards and ethics to its supplier code of conduct, in
order to achieve the purpose of community stakeholder groups.
These efforts are also linked to the company’s philosophy: you can
make money without being hurt. As a result, the company’s CSR
efforts are very effective in satisfying the interests of the
community’s stakeholder groups.
7.Competitors
Apple, Amazon, Microsoft, and Facebook are stakeholders to Google
because each company can directly or indirectly affect the results of
its competitors. The companies benefit from Google Marketing plans
usually aimed to capture the market share of specific competitors or
build customer loyalty when faced with competition from promising
newcomers.
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Stakeholder Table, Prioritization and Relationship
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8. Members of the media Members of the media need Google support to continue to provide
high-quality open and independent news in the long term. Google
has enable media fraternity to maintain editorial independence from
traditional media, and social platforms that have led to false
information. It seems that it cannot stop the development of largescale technology and independent voices suppressed by commercial
ownership. The independence of the media means that they can
define their own procedures and express their opinions. Google
journalism is free from commercial and political prejudices and has
never been influenced by billionaire owners or shareholders. This
makes it different and a great business partner. This means that we
can challenge the strong without fear and speak to those who listen
less.
9. local political parties
According politician with interest, Google has been a great partner in
making political donations to members of the US Congress. During
the last election cycle in the United States, there was growing
concern about the influence of this Internet giant’s lobbying agency
in Washington. The financial support allows Google to further
research, solve and raise issues. This is in return for protection of the
independence, which has never been more important.
10. lobbying groups
The lobby groups also receive financial donations and the financial
support allows Google to further research, solve and raise issues
about certain politician’s likely derailing Google investments. This is
in return for protection of the independence, which has never been
more important to both Google and lobby groups.
11. The Employees of
Google supply chain employees are also an important issue in
suppliers and
corporate social responsibility activities. These employees are
distributors.
indirect shareholders of Google’s activities, but define the
company’s social responsibility. The main interests of this
stakeholder group are similar to those of Google’s own employees,
such as adequate wages and job security.
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Stakeholder Table, Prioritization and Relationship
12.Foreign governments
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Foreign governments need to ensure control of flow of information
since Google provide free and open access to all information.
13. General public
General public is interested with the services and how the products
affect their daily lives Google is a powerful machine with various
applications, programs and tools. Many of these features (such as
Gmail and Google Docs (now called Drive)) are very useful and
appreciated by many people. But the Google network hides amazing
and little-known tools that can make your life easier.
14.Developer
Google does a lot for programmers, and vice versa. After the
Android operating system started, the number of developers who
created products for Google and its operating system increased
significantly. In fact, when Android appeared, more and more people
wanted to make the operating system as versatile as a computer.
That’s when the application or application concept was born. Many
developers have started to create many applications for Android and
Google. Then there is the Chrome Web store, which today offers
countless very useful applications. In addition to users, Google and
Android should also be attributed to developers. This is why they are
very important stakeholders of Google.
15.Cyber Security
They are interested in protection of consumer information and
officials
utilizing Google to monitor what cyber thief’s are up to and the key
stake is Cyber security
16.Cyber Thief’s
Interested in mining free data from Google engines and utilizing the
same for personal benefit.
17.Shareholders
They are interested with ownership of Google as partners. They have
a stake in decision making processes and investments into various
fields.
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Stakeholder Table, Prioritization and Relationship
18. Google Owners and
They jointly hold about 14% of the shares and control 56% of the
their families
shareholders’ voting rights through voting shares. Control of the
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organization is the key stake.
19. Activists
The unprecedented activities of employees among companies and
technology giants such as Google, in particular, have seen many
radical employees who work around themes that are very personal to
them. People who organize and discuss issues they agree or disagree
with Google make up a key stakeholder whose stake on an issue
cannot be overlooked.
20. Government
As technology companies point out in their statements, they comply
Agencies using User
with legal requirements for government user data. Related companies
Data
publish statistical information about these applications. These figures
show that companies often follow government orders and often
generate user data shared with the police.
Learning Objective 2: Stakeholder Prioritization
a) Identify the TWO stakeholders that you feel are MOST LEGITIMATE
1. Employees: Employees are the main stakeholders of an organization. Google will
provide employees with sufficient salary and remuneration based on their efforts to
protect their interests. The company is recognized as the best company for its employees’
compensation and rewards. Because Google relies heavily on its human resources for
innovation and competitiveness, Google hopes to attract employees by providing
competitive salaries and a pleasant working environment. The company offers many
benefits, including gyms, playgrounds and brainstorming between them. The company
provides health and safety measures for all employees.
2. Major customers: The Company has classified customers as a major shareholder group.
Google collects revenue by charging advertisers who run online campaigns on the site.
Online advertisers are the company’s main source of income. Google is committed to
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Stakeholder Table, Prioritization and Relationship
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satisfying customer requirements by providing efficient services. The company has
implemented various strategies to increase the effectiveness of advertising campaigns.
For example, the company created individual customers based on their queries and
promoted the products accordingly. Google will also promote products based on previous
reviews and results. The company focuses on advertisers because they are the company’s
main source of revenue (Harrison and Wicks, 2013).
b) Identify the TWO stakeholders that you feel are MOST POWERFUL and explain
why.
1. Government: The government is the company’s main stakeholder because its rules and
regulations affect the company’s operations. Given the various referendums and
regulations regarding user privacy, it is important for organizations to comply with their
requirements. The company must be a multinational company, so it must cooperate with
governments. The government regulates activities in accordance with various laws, such
as user privacy. The government is an important part of business because it can prohibit
business in that particular jurisdiction. The company has implemented various policies to
ensure compliance with laws and regulations in this particular location. For user privacy,
it has some strict rules. Although the company will track your private information and
search terms to provide users with more personalized and relevant results, Google will
ensure that your private information is not misused. They created a system in which userspecific information will become anonymous after a period of time. The company also
guarantees compliance with the privacy regulations of the countries where it operates.
2. Investors: The Company is committed to serving the interests of all shareholders,
including investors. The company went public in 2004, and the number of investors has
since increased. Investors are important assets of the company because they guarantee
that the company will increase profits. In addition, investors also ensure that companies
can use financial assets when needed. The company focuses on creating useful and
environmentally friendly products because they improve the organization’s position and
use energy-saving methods to reduce long-term business expenses (Harrison and Wicks,
2013).
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Stakeholder Table, Prioritization and Relationship
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c) Identify the TWO stakeholders that you feel are MOST URGENT and explain why.
1. Government Agencies using User Data- : Over time, technology companies act as
surveillance intermediaries and the ease with which governments obtain data vary widely.
Some commentators believe that the agreement usually results in insufficient cooperation
between the broker and the police. Therefore when Google is requested for data it should
produce the data with minimal delay since it could be an issue to solve a national or
international security that could save lives and investments.
2. The communities:-The community highly participates in Google’s activities. The
community is interested in the direct or indirect benefits obtained from the activity. In
theory, companies can benefit the community through charity programs, charities, and
related activities. Communities are important stakeholders because they affect how
customers view and respond to Google products which is an area Google should never at
any point delay to improve.
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Stakeholder Table, Prioritization and Relationship
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Learning Objective 3: Stakeholder Relationships
Please identify TWO PAIRS of specific stakeholders with OPPOSING interests/stakes
1st Pair: Local political Parties and lobby groups
Explain: The tussle between lobby groups can make Google a key intermediary between the two
parties especially if the interest also concerns Google as a business. Lobbyists try to influence the
government Lobbying policy. This means they try to raise their case for support for those who
have the power to decide Government policies such as ministers, bureaucrats, political parties,
parliamentarians and public. On the other hand, according politicians, Google has to make a
tough choice in making its political donations. During the last election cycle in the United States,
there was growing concern about the influence of this Internet giant’s lobbying agency in
Washington. Combined efforts should enable collaboration of Local political Parties and lobby
groups to agree on various motive issues that are not debatable such as environmental protection
or solving a health crisis thus being able to gain additional funding for projects while
safeguarding interests and investments of Google as a donor.
2nd Pair: Google owners and Investors
Explain: There is a complex relationship between the founder and the first investor. The risk
ecosystem tries to maintain the cooperation between founders and investors, but the coordination
of interests is far from ideal, and the interests and mood of investors and founders may be
completely different. In order for Google owners partnership to work with investors then both
parties should understand the art of communicating, and paying attention to mutual benefit and
the balance of interests will enable you to take advantage of the positive motivation of founders /
investors, and positive motivation is the foundation of the great success of the business risk
ecosystem.
Please identify TWO PAIRS of specific stakeholders with SHARED interests/stakes and
describe briefly how they might benefit from coordinating efforts.
1st Pair: Google Employees & The Employees of suppliers and distributors.
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Stakeholder Table, Prioritization and Relationship
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Explain: Employees play important roles in Google’s corporate social responsibility approach.
This stakeholder group consists of Google Gaming employees. The main interest of these
stakeholders is to obtain appropriate remuneration and professional development. The
Employees of suppliers and distributors: – Google supply chain employees are also an important
issue in corporate social responsibility activities. These employees are indirect shareholders of
Google’s activities, but define the company’s social responsibility. The main interests of this
stakeholder group are similar to those of Google’s own employees, such as adequate wages and
job security. Combined efforts of Google Employees and the Employees of suppliers and
distributors should enable both parties to be able to bargain for better remuneration packages as
well as employee welfare in the longrun.
2nd Pair: Governments and Government Agencies
Explain: Google’s comprehensive CSR approach emphasizes legal compliance. The company’s
business philosophy is: you can make money without being hurt. According to this philosophy,
the company ensures that all its business activities comply with regulatory requirements.
Therefore, Google’s CSR principles are in the interest of the government as a stakeholder.
Government Agencies using User Data- : Over time, technology companies act as surveillance
intermediaries and the ease with which governments obtain data vary widely. Some
commentators believe that the agreement usually results in insufficient cooperation between the
broker and the police. Therefore when Google is requested for data it should produce the data
with minimal delay. Combined efforts of the Governments and Government Agencies should be
able to share information as quickly as possible in order to take advantage of Google as a
surveillance tool.
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Stakeholder Table, Prioritization and Relationship
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References
Aguinis, H., & Glavas, A. (2012). What we know and don’t know about corporate social
responsibility a review and research agenda. Journal of Management, 38(4),
932-968.
Harrison, J.S. and Wicks, A.C. (2013). Stakeholder theory, value and firm performance.
Business Ethics Quarterly, 23, 97-125.
Ofodile, U. E., Altschuller, S., Dolize, A., & Fessler, M. (2012). Corporate Social
Responsibility. The International Lawyer, 46(1), 181.
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