Leadership

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exposure by many times about illegal marketing of medicines, melamine milks and other businesses. According to the speech of international PR spokesman, those series of incidents cannot completely blame to Baidu Inc., because research find some orders seem like come from the government (McKenzie 2012). They passed the response to the government Internet regulation. However, the spokesman’s behavior led public and users’ distrust and disappoint of Baidu goes further.

Moreover, there are an increasable amount of users indicate that Baidu uncork user’s personal information and infringe others’ copyright. Those scandals announce Baidu is seriously social responsibility deficiency. The behavior and cold disappointed response makes Baidu’s public trust and corporate reputation under the fire. As a large corporate, Baidu breach the stakeholder theory, they just seeking their personal benefit, but not consider the public’s health and security issue. Moreover, it broke the public moral and ethic.

3.04 Baidu’s Corporate Governance

In Chinese newspaper and website has espoused that the employees in Baidu are work under a high hierarchy system. Their employees are work like a Robert, working with long-time, and suppose work on their business after the working time without compensation. According to the stakeholder theory, there are some disadvantages for Baidu’s corporate governance. Crane indicated that stakeholder management would take benefits by building trusting cooperative relationships and reputation gain (Crane 2011). However, Baidu managers ignore employees’ interest and make employees working without compensation is breach the legal and public moral, and this behavior is really broken the reputation of the company. Managers pay too much attention on improve company’s profit and shareholders interest but show less care and respect to their employees, it breach the stewardship theory, which manager are able to motivate employees in a positive work performance. Baidu’s manager are manage in a wrong measure, they pay too much attention on company profit, however ignore employees’ job satisfaction will result in a low-level quality of service offer to the costumers. So the low motivation caused larger employees’ mobility and low quality of service. Another research also shows that Baidu’s manager, who is tends to hegemonism in the controlling processes. Even majority employees think the soft, confortable and flexibility culture more suitable for developing the company’s soft power and employee’s growth up. But Li still decide to change organization culture into a more ‘wolf’ way. It must bring more pressure to their employees.

Furthermore, employees’ job are lack of interest, it make employee lack achievement from the job. Also, leader will hold meeting every month by ranking employees’ monthly business performance and revenue. The people with lowest performance will be criticism in the public. In addition, manager usually asking employees shout slogan and set reluctant or unachievable target during the meeting. They do not care employees’ aspiration and lack of respect management behavior was leading Baidu to face a moral dilemma in the community.

4.0 Recommendations

In order to change the current plight, Baidu is supposed to response for their fault and damage that brought to their clients. So, a heartfelt apology and the commitment of compensation should be given to victim at first. In addition, the company is required to provide their problem solutions to the society to redeem public trust and corporate reputation. Lastly, they would show they are able to implement their corporate governance development and social responsibility.

According to the ethical and moral dimension, both managers and employees are required to developing their public moral and ethical value, it can be develop by attend some ethical class or be the be volunteer in the non-profit organization, it will help people kwon more global ethical dilemma and give the opportunity to learn how to build relationship between individual and society. Secondly, employee should learn relevant legal knowledge to help them protect their legal rights.

By using the stewardship theory, Baidu’s management first should be build a appropriate organizational culture, they can do the survey in the company to ask what kind of OC they more satisfaction, manager can not do all the decision by self. For conduct their employees, manager should motivate their employees, and train their interest. Also, manager should respect employee’s ideals and ‘saving face’ for employees, manager can do the face-to-face communication when they delivering bad news or need feedback for low performance. Last, according to the stakeholder theory, manager need put stakeholder’s interest on the first perception. And pay more attention on employees and customers’ interest. For employees, a compensation and reward system should be set up to stimulate employees, make them more motivate on their current business, reduce the frequency of employee leave. For users, Baidu should regulate their information system, upgrade security system, reduce agency intervene. Also, in order to redeem public’s trust, Baidu should firstly stop the illegal marketing business and make the public promise and apologize via media to community. Then for the future web advertising business, Baidu should strength supervision power, check corporate

The most important thing is laid off the employees who have bribery behavior.

5.0 Conclusion

In summary, by using the ethical and moral dimensions of the organization theory, stakeholder theory and stewardship theory to analysis the trust issues and internal corporate governance of Baidu, we can defined that gathering public trust and treating employees in a moral and motivated way is benefit for improve employees performance and job satisfaction and also for company’s long-term development. Moreover, according to stewardship theory, motivate employee, such as do peer communication and moral training is necessary. Furthermore, in order to conducting Baidu in a moral and ethical way, managers should look after all the stakeholders’ interest and balance it, take more attention on their employees and customers security and satisfaction. Lastly, Baidu as a largest web service corporate in Chinese should undertake more social conscience, pay more attention on health issues and personal information issues, stop their illegal marketing business. Give more web platform for the formal medical corporate or hospital and implement the Internet information regulation,