We Googled You (HBR Case Study and Commentary)
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Publication Date:
June 01, 2007
As the CEO of Hathaway Jones, an American luxury apparel retailer, Fred Westen has spent the past four years struggling to revamp his company’s stodgy image and boost flagging sales. He’s just announced an ambitious plan to elbow in on China’s fast-growing luxury goods market when he gets a call from an old prep school friend. Fred agrees to meet his friend’s daughter, Mimi Brewster, to see whether she might be able to head up the company’s flagship store in Shanghai. Fred is impressed by Mimi’s CV, and the interview goes off without a hitch, but a routine Google search turns up information about her that could affect the company’s performance in China. News stories and photos reveal that when Mimi was fresh out of college, she’d participated in nonviolent but vocal demonstrations–including one in front of China’s San Francisco consulate–against the World Trade Organization. As the vice president of HR urges caution, Fred ponders hiring practices in the digital age. He knows that nothing is secret anymore–especially among younger people, who brazenly post the most intimate details of their lives for the world to see. If he hires Mimi, and her past conduct becomes widely known, his company’s expansion overseas could be set back. But rising stars like Mimi don’t walk in the door every day. Should Fred hire her despite her online history? Commenting on this fictional case study in R0706A and R0706Z are John G. Palfrey, Jr., a professor and the executive director of the Berkman Center for Internet & Society at Harvard Law School; Jeffrey A. Joerres, the CEO of Manpower; danah m. boyd, a doctoral candidate at the University of California, Berkeley, and a corporate adviser; and Michael Fertik, the CEO of ReputationDefender.
This HBR Case Study includes both the case and the commentary. For teaching purposes, this reprint is also available in two other versions: case study-only, reprint R0706X, and commentary-only, R0706Z.
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We Googled You (HBR Case Study and Commentary)
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