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Google in China (A) Case Solution

Solution Id Length Case Author Case Publisher
736 387 Words (2 Pages) John A. Quelch, Katherine E. Jocz Harvard Business School : 510071
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The case relates to Google’s threat to exit from the Chinese market on account of cyber-attacks on Gmail accounts. These highly organized cyber-attacks were reported by the company to originate from China and aimed at email accounts of Chinese political dissidents. The case discusses Google’s marketing strategy for China and its approach to dealing with challenges in the Chinese market. Google does not have a clear marketing strategy for the Chinese market. Google has made several changes in its approach towards the Chinese market. Initially, the company made an investment in Baidu. Later the company rolled back its investment in the company. Google also formed a dedicated site for Chinese market ‘Google.cn’. However, it failed to deliver the required level of service to its Chinese users. In addition, Google hadn’t devised any strategy to deal with the challenge of Government censorship in China.

Following questions are answered in this case study solution:

  1. Does Google have a clear marketing positioning strategy in China? Has Google figured out how to deal with China?

Google in China A Case Analysis

Google also released statements against censorship policies of the Chinese government. These statements jeopardized the continuity of Google’s operations in China. The lack of a consistent and uniform set of action towards the Chinese market shows that the company does not have a clear marketing strategy.

Google has not figured out how to deal with the Chinese market yet. Internet censorship in China is conducted through several laws and regulations. In accordance with these laws, more than sixty Internet regulations were carried out by the Government of the People's Republic of China (PRC). Google hasn’t able to identify the approach which enables the organization to maintain its values of freedom of speech in the Chinese market. They are implemented by Internet service providers and enterprises under control of provincial governments. Government authorities not only block content from certain sites, but they monitor the Internet access of every person. This leaves Google without any adequate response other than the threat to end its operations in the country.  

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