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Can Baidu Improve Its Search Business?

Can Baidu Improve Its Search Business?

Baidu (BIDU), China’s leading online search company, was recently in trouble again over misleading hospital advertisements. A media exposé earlier this month showed that Baidu searches for Shanghai-based Fudan University public hospitals were returning results for Shanghai Fuda Hospital instead. Baidu apologized for the mix-up, saying the problem stemmed from the hospital names having semantic similarity.