A Mistake by Google?

(No need to have a copy of the Case at the front of the Presentation)
In 2010 it was revealed that Google had not just been taking pictures for its Google Earth Street View mapping service,
but had also captured private information transmitted over insecure Wi-Fi networks in homes and businesses. This
Information included passwords, web addresses visited by the networks, and in some cases entire emails. Google
initially denied having accessed the data, which it claimed was fragmented because the cars containing the cameras
were moving.
The revelation caused an outrage from regulators all over the world, including in Australia where the communications
minister, Stephen Conroy, described it as the 'largest privacy breach in history across Western democracies'. Other
regulators in Europe and the US were also calling for Google to come clean about what information it had collected, as
well as why and how it was collected.
Google executives called it a 'mistake' end apologised for its conduct, but insisted the company had not broken any
laws. Google claimed the mistake had occurred because of a bug in some experimental code in
the software one of its engineers had developed four years previously that had collected about 300 6B Of data from
wireless networks in 30 countries. However, it insisted it was never its intention to gather this data, and that it had
never intended to use it tor commercial purposes. It also said it would purge all the personal data that its Street View
cars had gathered after it had obtained clearance to do so from regulators in the various affected countries. It had
already done this in relation to information collected in Ireland, Denmark, Austria and Hong Kong.
As Google collects information for its Google Earth Street View mapping, what ethical guidelines do you feel could be
important to address in making decisions about such data collection? Should Google also develop ethics checks that
every new project it launches in the future needs to go through before it is initiated? What do you think about Google's
actions?
Sources: A. Moses, 'Google escapes criminal charges for Wi-Fi snooping', The Age Online, 6 December 2010: AP, 'Google
purge UK personal data', The Sydney Morning Herald, 20 November 2010; 'Google Street View data breach: A Guide',
The Telegraph Online, 25 October 2010; C. Le Grand, 'Robert McClelland refers Google's snooping to federal police', The
Australian Online, June 2010; F. Fan, 'Google's camera cars off the radar', The Australian Online, 5 June 2010; and D.
Tynan, 'Google has been snooping on your wireless network', PC World Online, 19 May 2010.
Case Study Topic name here
Presentation length = (Minutes)

Team members: (full name as enrolled please)

1. Fred Bloggs
2. Lisa Chu
3. Ferris Wheeler
(Curator = Final Checks, making sure all works, is properly sequenced BUT
noting that EVERYBODY is still responsible for the quality of the TOTAL
presentation. If it is in there or should not be in there, EVERYBODY is
accountable, not just Harry).
 Case Study analysis (emphasis on steps 2, 4 and 6)
Step 1. Identify background facts

Step 2. Problems & issues (use text chapter headings)

Step 3. Identify 3 key issues (briefly explain why)

Step 4. Provide 3 theory analyses (discussion of

relevant management theories and concepts from
appropriate chapters)

Step 5. Provide 3 objectives to overcome issues

Step 6. Provide 3 short/medium/long-term SMART action

plans
 Step 1. Background facts
A mistake by Google. Taken from Robbins et al. (2012 p280)

Who: Google Maps

What: Street view vehicles gathering 600GB private info

When: Over many years

Where: All over the world (Ireland, Denmark, Austria, Hong Kong)

How: Accidental/deliberate snooping of unsecured networks

Why: Software bug claimed/Not for commercial purposes

Step 2. Broad issues and problems
Ch.12 Human Resource Management
Ch.13 Leadership
Ch.3 Environment
Ch.3 Culture
Ch.18 Change/innovation
Ch.8 Planning
Ch.9 Strategic management
Ch.7 Decision-making
Ch.11 Control
Ch.5 Social responsibility/ethics
 Step 3. 3 Key issues
Ch. 7 Decision-making
Google caused/allowed the problem to continue

Ch. 11 Control
Google’s privacy legislation adherence

Ch. 5 Social responsibility/ethics

Ethical behaviour of Google
Step 4. Relevant theory - Decision-making

Ch. 7 Decision-making
Types of decisions (programmed/non-programmed)

Decision-making (rational/bounded rationality/intuition)

The 5 Step Rational Decision-making process: 1,2,3,4,5

Sources: Schermerhorn et al. (2014)

Additional Academic Journal articles
Step 4. Relevant theory - Control

Ch. 11 Control
POLC

Control process: Set objectives, measure, compare, take corrective action

Types of controls: financial, quality, information (privacy)

Feedforward/Concurrent/Feedback controls

Sources: Schermerhorn et al. (2014)

Additional Academic Journal articles
 Step 4. Relevant theory –
Social responsibility/ethics
Ch. 5 Social responsibility/ethics
Views on ethics: Individual/moral rights

Issues: Descrimination/conflict of interest/abuse of resources

Positions: Defensive/accommodative/proactive

Sources: Schermerhorn et al. (2014)

Additional Academic Journal articles
 Step 5. 3 Objectives
Ch. 7 Decision-making
Institute the 5 step rational decision
making process.
Ch. 11 Control
Ensure adherance to privacy legislation in
each country of operation
Ch. 5 Social responsibility/ethics
Adopt proactive view of ethical behaviour
as well as a Code of ethics
 Step 6. Action Plan -
Decision-making
Short-term 1-3 Medium-term 3-12 Long-term 1-5 yrs
mths mths
Responsibility Management Management All staff

Task Revue decision- Institute 5-step Ongoing training

making practices rational decision-
making process

Resources reqd. Working party, time All staff, time and In-house trainers,
and costs. costs. time and costs.
Deadline 3 months 6 months 1-5 years
 Step 6. Action Plan - Control

Short-term 1-3 Medium-term 3-12 Long-term 1-5 yrs

mths mths
Responsibility Management Management All staff

Task Identify privacy Ensure adherance Ongoing training

rules internationally to privacy
legislation

Resources reqd. Working party, time Working party, time In-house trainers,
and costs. and costs. time and costs.
Deadline 3 months 1 year 1-5 years
 Step 6. Action Plan -
Social responsibility/ethics
Short-term 1-3 Medium-term 3-12 Long-term 1-5 yrs
mths mths
Responsibility Management All staff All staff

Task Ethical training: Develop a Code of Ongoing training

Adopt a proactive Conduct
ethical position

Resources reqd. External trainers, In-house trainers, In-house trainers,

time and costs. time and costs. time and costs.
Deadline 3 months 6 months 1-5 years
References: