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Case Details:

Case Code : BECG082
Case Length : 14 Pages
Period : 2001-07
Pub Date : 2008
Teaching Note : Available
Organization : and
Industry : Dotcom
Countries : US

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“Orkut has become famous primarily as a relationship site, but it is undeniable that such goal has often been distorted. With the practice of preserving user anonymity, the Orkut site provides a fertile space for the practice of crimes, putting in risk the right of third parties, who for sure will have to be compensated.”1

- Henrique Eduardo Duarte Saad, Lawyer, Brazil, in September 2006.

“ has been my breadwinner. Eighty per cent of Internet-savvy youth in the age group of 16 to 30 are members of On an average, they access the site every alternative day. If I block access to the site, nobody will turn up at my Internet centres and it will affect my bread and butter. Blocking a site is not at all possible and reasonable (from the moral point of view). If someone is upset with the contents, they can take up their grievances directly with the (people who operate the) site.”2

– Mehboob Pasha K, Area Manager (Cyber Cafes, Hyderabad, India),, in June 2007.


In August 2007, Orkut, a social networking website from Google, was chosen the 'Pepsi & MTV Youth Icon 2007'3, in India. Orkut was selected over other nominees like a youth oriented film and a popular film actor. On being chosen as the new 'Youth Icon'in India, Manu Rekhi, Product Manager, Google, said, “This award is a testimony to the spirit of Indian youth and their eagerness to connect and express themselves with freedom and enthusiasm. Google is delighted to offer this platform to the youth of India and play a part in helping their creative, constructive energy grow, fizz, and bubble over.”4

Business Ethics Case Studies | Case Study in Management, Operations, Strategies, Business Ethics, Case Studies

Orkut, a social networking site of the US-based search engine company Google Inc. (Google), was launched in January 2004 (Refer to Exhibit I for more on social networking on the Internet and to Exhibit II for information on Google).

Social Networking Issues and - Next Page>>

1] Francesco Neves, “Google Gets Fined in Brazil. Offense: Not Removing Abusive Material,”, September 24, 2006.

2] P. Pavan, “Sify Refuses to Block Orkut,”, June 09, 2007.

3] 'Pepsi and MTV Youth Icon of the Year'is a recognition given to personalities or ideas that are most popular with the youth of the country. The nominees can include personalities who are leaders in their respective fields, movies, books, or even websites like

4] “Orkut is Pepsi and MTV Youth Icon for 2007,”, August 23, 2007.


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