Strategic issue
There are several important issues that affect Google. Yet, much attention should be paid to copyright challenges that this corporation currently encounters. These problems arise due to such services of this organization as Google Books and YouTube which enjoy enormous popularity among viewers. Currently, this company faces many lawsuits because many publishing houses, recording companies, and production studios accuse Google of copyright violations. In particular, one should mention that this company copies and displays millions of books on the Internet.
Furthermore, the company features millions of videos and some of them can be the intellectual property of individual authors or organizations. As a result, this company has to resolve a significant conflict. On the one hand, the use of these copyrighted materials can be vital for the competitiveness of Google and its ability to attract users. However, at the same time, such practices can result in significant legal problems and financial difficulties, especially if this corporation is forced to pay reimbursement to copyright holders. Moreover, such lawsuits can tarnish the reputation of the company. This is one of the main challenges that should be identified because it can significantly affect the relations of a company with other businesses.
Possible course of action
In order to address this problem, Google should take a series of steps. First, this company should reach a settlement with the major film studies, recording companies, and publishing houses since they are the most important copyright holders. Admittedly, this decision can lead to significant expenses, but in this way, this corporation can avoid many lawsuits. This compromise can be a decision that can benefit conflicting sides. Provided that this settlement is not reached, Google will need to remove various multimedia materials belonging to these organizations. These are the main elements of this strategy.
Application of the ethical analysis
It is possible to identify several stakeholders who can be affected by this issue. For instance, one can mention the stockholders of Google. These people want to ensure that their investment generates sufficient revenues. Therefore, these people and organizations want to make sure that Google does not incur enormous fines which can result from lawsuits. Overall, one can say that these people can welcome the compromise with the owners of copyrighted materials.
Secondly, it is vital to mention various artists, musicians, film-makers, writers, scholars, and so forth. These people should be compensated for their labor. Therefore, these stakeholders can pay much attention to the protection of intellectual property. Additionally, one should concentrate on the needs of users. Certainly, these people want to have unlimited access to various multimedia. However, these stakeholders should keep in mind that other people are also entitled to compensation, and their needs must not be disregarded.
When discussing the legal aspects of this issue, one should mention that there are several precedents which enforce the position of copyright holders. For instance, one can mention the notorious Grokster case which was tried in the Supreme Court. Furthermore, more attention should be paid to Digital Millennium Copyright Act which lays stress more stress on the interests of media companies. This is another reason why this proposed course of action is more beneficial. The main issue is that Google may not be able to protect its interests in the court.
It is possible to apply several ethical principles to this issue. For instance, one can mention deontological principle according to which an individual should not take a certain action, if he/she does not tolerate such behavior in other people. For instance, Google may not tolerate the infringement on their intellectual property. Additionally, one can focus on the utilitarian principle which implies that an individual should not take any action that does not maximize the greater good. Certainly, by increasing the availability of media, Google can benefit a great number of people. Yet, at the same time, this action can threaten the economic sustainability of Google.
Thus, the interests of many stockholders can be endangered. Finally, much attention should be paid to the principle which is imbedded in ethical egoism. According to this approach, a person should not take any action that can threaten his/her long-term self-interests. Apart from that, this moral agent must not infringe on the interests of others. In turn, the long-term interests of Google lie in establishing proper relations with media companies and other copyright holders. Moreover, this corporation should avoid legal conflicts with these businesses. Such disputes can adversely affect the reputation of Google in the long term. This is another pitfall that should be avoided.
The proposed course of action can be supported from the viewpoint of ethical egoism. In particular, the chosen strategy can strengthen the legal position of this corporation. Additionally, one should lay stress on the deontological ethics. According to this theory, the senior management of this corporation should focus on the moral duties of Google to other businesses. Thus, the chosen strategy is compatible with these two principles. Therefore, this approach can be justified from an ethical viewpoint. These are the main arguments that can be put forward.