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ucial consideration (Eustace, 2010). The endeavour to preserve brand loyalty also has adverse impact on aspiration and encouragement to carry out new technologies on displays and application. Google relies extensively on technologies’ innovation and frequently launches novel products and services. It is inevitable that these technologies will come with national or personal involvement of privacy since high technologies with high profit are regularly associated with high risks of privacy policies.

 

Technological risk management strategies

 

To reduce the stress on IP rights and protect the value of products, Google enforced policies to prevent mining the internet for video clips and enable video clips that merely were assigned by the producers. To put it simply, Google constricted the Video Viewer, which was rooted on the open-source VLC player, to simply make payment on files that were applicable on its servers (Kuan, 2009). The policies well guard IP rights in certain fields. Facing the existing or potential lawful and regulatory insecurity on IP rights worldwide, Google has put useful policies and processes into practice with legal obligations. For instance, Google has compliance with “Digital Millennium Copyright Act” to mitigate legislative violations (Google Inc, 2008). Unfortunately, the regulatory risks can not be totally prohibited due to unpredictable global situations. Also, exposing to becoming a generic term equivalent to “search”, Google has prepared lawful defensive system, including legal documents and lawyers (Google Inc, 2009). If the trademark is offended illegally, Google is able to fight back harshly and announce powerful warnings to the public who purposely make use of free trademarks. However, this action will lower the trial-out wish from future internet surfers and make it quite expensive to do business and will hurt operating income (Kuan, 2009).

 

Problems and Recommendations

 

As the unidentified risks analysed above, these unrecognised risk have not been managed at all. Some recommendations and suggestions will be discussed to help Google alleviate these potential risks.

 

Firstly, regarding firm technological risks, Google did not realize the significance on integrity of existing products and services which are independently organized. With inefficiently interconnected products and services circumstances, misconduct and misfunction are possible. To reduce the operational risks that Google is involved with, Google is supposed to always monitor and supervise the interrelations among current applications and tackle the new relationship between produced and updating products by the strong R&D teams. It is vital to look after the storage of inventories in the information technology warehouse instead of seeking out new productions. The substantial R&D investment should be used more economically to obtain cost efficiency. Also, to defeat competitors, Google needs to learn from challengers本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。