Consumer privacy and the future of data-based innovation and marketing
Name
SSRN-id3570156.pdf
Description
Accepted version
Size
371.22 KB
Format
Adobe PDF
Checksum (MD5)
3b76131dc0fc0cb15baae150d7cd7a0a
Author(s)
Bleier, Alexander
Goldfarb, Avi
Tucker, Catherine Elizabeth
Date Issued
September 2020
Journal
International Journal of Research in Marketing
Publisher
Elsevier BV
Citation
Bleier, Alexander et al. "Consumer privacy and the future of data-based innovation and marketing." International Journal of Research in Marketing 37, 3 (September 2020): 466-480 © 2020 Elsevier B.V.
Version
Author's final manuscript
Abstract
Digitization makes it easier for firms to build their innovation and marketing efforts around consumers' personal data. In this research, we employ a privacy perspective based on contextual integrity to examine how such practices can trigger privacy concerns. We propose that small entrepreneurial firms are often at a particular disadvantage compared to large incumbent firms. At the same time, we also highlight that there are several strategies firms can use to mitigate privacy concerns and that in some circumstances, privacy concerns may also exert positive effects on data-driven marketing by stimulating privacy innovation and providing a source of competitive advantage.
MIT Department
Sloan School of Management
Terms of Use
Creative Commons Attribution-NonCommercial-NoDerivs License
Persistent DSpace Link
DOI of Published Version
https://doi.org/10.1016/j.ijresmar.2020.03.006
