Porter's five forces of competitionBargaining power of buyersIn the search engine marketplace, the buying power of web surfers is extremely…… Google ChinaIn today's world, a code of ethics is vitally important to navigate the complex systems that make up society and business. In business particularly, a code of ethics serves as a guideline for maintaining good relationships with customers and business partners. Where the appropriate ethical viewpoint becomes murky, a clear code of ethics can assist in decision making, especially where business relationships are concerned. In the case of Google's 2010 announcement that it was likely to leave China, there were several cases of murky ethical waters to navigate. This is not only so of its direct business relationship with the host country, China, but also the one with its worldwide customers and other interested parties. While Google may have had sound ethical grounds for its announcement, the way in which it handled the aftermath of the announcement might be considered somewhat rocky where ethics are concerned.