Normative Ethics: Utilitarianism and Deontology - Essay Example

Normative Ethics Affiliation: The search engine market continues to experience enormous growth and development, with new and improved technologies driving this key realization. Although there are numerous players and participants in this market, Google, Inc. has secured a significant share of the market. The company dominates the search engine business globally. Just like any other business enterprise, Google has had its ups and downs as far as its business operations are concerned. Amid this, the company has successfully formulated and implemented business strategies that have enabled it to take advantage of newly developed technologies.

However, Google’s success has not been received well by competitors, who often perceive the company as anticompetitive.In the line of its operations, Google, Inc. has had to deal with a critical moral problem that relates to alleged bias in displaying search results. The alleged bias on Google’s search engine optimization method is attributed to manipulated search results that are said to favor web sites that benefit Google directly or indirectly (Liedtke, 2010). In response, Google has moved to defend its position and business practices on the matter.

The company has argued that the sandboxing process employed in ranking web site display is consistent with the terms and conditions that govern Google’s operations. The company continues to create awareness about its method of displaying search results, thus countering the bias-based moral problem. In other words, the company is addressing the problem by proving the ethicality of how it optimizes search results.ReferenceLiedtke, M. (2010). Texas opens inquiry into Google search rankings. Retrieved on March 24, 2013, from http://www.google.com/hostednews/ap/article/NQ7NfoYgD9I0R58O2