CSR report of baidu
Is Baidu infamous in China?
A study on Baidu's corporate social responsibility
Executive summary
Baidu is considered as China’s Google, it is the leading search engine in China, occupying over 70 per cent of the market share. By dominating the market, Baidu becomes one of the most successful IT companies. .
However, by applying Carroll’s three dimensions model of CSR with combining stakeholder management approach into the corporate social performance assessment, it is questionable to say whether Baidu is qualified to be a good corporate citizen. As Baidu’s CSR report doesn’t reveal the most critical issues or related solutions, such as censorship and key word bidding promotion system.
By implementing four normative ethics theories into Baidu’s business ethics analysis, it suggests that Baidu’s business ethics is primarily consequentialism ethics oriented, and also lacks of consideration for its stakeholders.
In order to make real improvements on CSR and to be respected, Baidu needs to face squarely to its ethics and stakeholder management issues.
Table of contents
Executive summary - 1 -
1. Introduction - 3 -
2. Corporate citizenship - 4 -
2.1 Corporate social responsibility - 4 -
2.2 Corporate social responsiveness - 5 -
2.3 Corporate social performance: a stakeholder approach - 6 -
3. Normative ethical theory approach - 9 -
4. Conclusion - 10 -
5. Reference - 11 -
1. Introduction
China’s Google is an often heard title for Baidu Inc., which is a very appropriate metaphor, but obviously Baidu is more successful than Google in China (La Monica, 2012). Found by Robin Li in 2000, Baidu becomes one of the leading IT companies in China which has the biggest market share of the Chinese online searching market, defeating other global competitors like Google, Yahoo and Bing. During the 4th quarter of 2011, Baidu’s market share was up to 78.3% while Google’s share downed to 16.7% after
A study on Baidu's corporate social responsibility
Executive summary
Baidu is considered as China’s Google, it is the leading search engine in China, occupying over 70 per cent of the market share. By dominating the market, Baidu becomes one of the most successful IT companies. .
However, by applying Carroll’s three dimensions model of CSR with combining stakeholder management approach into the corporate social performance assessment, it is questionable to say whether Baidu is qualified to be a good corporate citizen. As Baidu’s CSR report doesn’t reveal the most critical issues or related solutions, such as censorship and key word bidding promotion system.
By implementing four normative ethics theories into Baidu’s business ethics analysis, it suggests that Baidu’s business ethics is primarily consequentialism ethics oriented, and also lacks of consideration for its stakeholders.
In order to make real improvements on CSR and to be respected, Baidu needs to face squarely to its ethics and stakeholder management issues.
Table of contents
Executive summary - 1 -
1. Introduction - 3 -
2. Corporate citizenship - 4 -
2.1 Corporate social responsibility - 4 -
2.2 Corporate social responsiveness - 5 -
2.3 Corporate social performance: a stakeholder approach - 6 -
3. Normative ethical theory approach - 9 -
4. Conclusion - 10 -
5. Reference - 11 -
1. Introduction
China’s Google is an often heard title for Baidu Inc., which is a very appropriate metaphor, but obviously Baidu is more successful than Google in China (La Monica, 2012). Found by Robin Li in 2000, Baidu becomes one of the leading IT companies in China which has the biggest market share of the Chinese online searching market, defeating other global competitors like Google, Yahoo and Bing. During the 4th quarter of 2011, Baidu’s market share was up to 78.3% while Google’s share downed to 16.7% after