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internet content providers” monitors and block sensitive political key words (Fletcher, 2010). Strategically, Google advertisers will stop partnership and defect to home-developed search engine Baidu. Over the time, Google will lessen its market share to near zero in China if Hong Kong server is blocked and advertiser will shift to local competitors (Womack, 2010). Consequently, the various political and regulatory uncertainties can increase negative implications for Google’s performance.

 

Economic risk management strategies

 

On one hand, to prevent suffering economic crisis, Google has the most superior advantage by offering free products and services to end users. Following gift economy trend, Google’s “free lunch” strategy has kept customer loyalty via integrating abundant resources well. Additionally, to deal with the uncertainty with end users, Google applied marketing strategies and R&D innovations. For example, search bellwether Google purchased Postini, a private Web communications security provider, for $625 million cash in 2007. This application aims to inhibit users’ email security from virus or hacker attacks (CNNMoney.com, 2007). To retain loyal advertisers, Google never stop taking effort to optimize end user and Group Network member’s online experiences and achieve long-term customer values. These contributions have kept Google’s stable earning growth. On the other hand, long term focus forces Google to neglect short term financial earnings. Insufficient quarter profits will delay the planned acquisitions and global expansions. For instance, the company’s 2010 first-quarter performance did not meet anticipations. The cost per click dropped about 4 percent from the fourth quarter of last year. The market share has fallen by 1% in January of 2010 from December of 2009 and also has decreased by 0.4% in March from February of 2010 (The Nielsen Company, 2010). These monthly decline could do harm to its expected acquisitions and capital spending on the future display advertisements and wireless telecommunications. In the end, the yearly profit margin could drop to a large extent (Womack, 2010).

 

Social and cultural risk management strategies

 

To manage threats of cultural and private issues, one meaningful strategy is to avoid the risks from staff and partners. For example, Google has signed a “confidentiality and invention assignment agreements with their employees, consultants and third parties” to minimize violations on o its intellectual property rights. (Google Inc, 2008). Also, to deal with public crisis, the public relations is necessary. For instance, when Google became aware of Street view cars problems, Google immediately disconnected the accessibility to data and ended gathering WIFI network data through Street View cars holistically. Beyond the operational reaction, Google formerly negotiated with relevant domains and made official apologies. By fixing the problem, Google does not only concern appropriateness of contents to countries’ regulations, but also regards public trust maintenance as a cr本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。