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I think there are several course of action that Baidu should take for this particular issue. First and for most, they must cancel all of the false advertising in their online promotion, especially these relative to healthcare.At the same time, they should contact Wei Zexi’s family and try everything they can to cover their enormous lost.

After all these down, they should take a look at their online promotion operation process, because their online promotion service is definitely operating in an unethical way. Right now, they are taking ethical egoism approach in terms of their ethical framework.A major role in Baidu motivations is their self-interest, in other word profit. Perhaps, this their only motivation. This way they would put  information on top of their search results as long as people paid them, regardless of the accuracy of the information. In this approach, Baidu could only benefit in a short-term. Sure, they did make a lot of money on these false advertisements. But it will damage their reputation in the long-term, and decrease their profitability.

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I think they should take a different approach. From where I stand, I think they should take the utilitarianism approach as their ethical framework. Which means Baidu should promote greatest good for the greatest number. Yes, as a commercial company this is their responsibility to be profitable from their stockholders. On the other hand,they also should be responsible for other stakeholders such as their customers. For the millions of people who trusted Baidu search engine, they deserved to have the correct information they are looking for not just these fake advertisements which paid by some other company or origination.

In my opinion, the utilitarianism offer a better future for Baidu as a corporation. Because it will prove their reputation in the long term and bring millions more people to use their search engine. Therefore, they could charge more for their online promotion service and actual prove truthful information to their users.  That is a solution for an issue like the death of Wei Zexi. Because if Baidu take this approach, they would not have the false advertisement about the Second Hospital of the Beijing Armed Police Corps. It could prevent things like this from happening.

Finally, I really hope Baidu could take lesson form this tragedy. And change some of their company culture. Try to be more social responsible.

 

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