Does Search Breed Fraud?
October 11, 2020
The question “Does search breed fraud?” is an interesting one. As far as I know, none of the big time MBA case studies address the topic. If any academic discipline knows about fraud, I believe it is those very same big time MBA programs.
“South Korean Search Giant Fined US $23 Million for Manipulating Results” reveals that Naver has channeled outfits with a penchant for results fiddling. The write up states:
The Korea Fair Trade Commission, the country’s antitrust regulator, ruled Naver altered algorithms on multiple occasions between 2012 and 2015 to raise its own items’ rankings above those of competitors.
Naver responded, according to the write up, with this statement:
“The core value of search service is presenting an outcome that matches the intentions of users,” it said in a statement, adding: “Naver has been chosen by many users thanks to our focus on this essential task.”
The pressure to generate revenue is significant. Engineers, who may be managed loosely or steered by the precepts of high school science club thought processes, can make tiny changes with significant impact. As a result, the manipulation can arise from a desire to get promoted, be cool, or land a bonus.
The implications can be profound. Google may be less evil because fiddling is an emergent behavior.
Stephen E Arnold, October 11, 2020
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