Consumer privacy and the future of data-based innovation and marketing
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 entrepreneuri...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Article |
| Language: | English |
| Published: |
Elsevier BV
2021
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| Online Access: | https://hdl.handle.net/1721.1/130533 |
| _version_ | 1811073508875173888 |
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| author | Bleier, Alexander Goldfarb, Avi Tucker, Catherine Elizabeth |
| author2 | Sloan School of Management |
| author_facet | Sloan School of Management Bleier, Alexander Goldfarb, Avi Tucker, Catherine Elizabeth |
| author_sort | Bleier, Alexander |
| collection | MIT |
| description | 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. |
| first_indexed | 2024-09-23T09:34:05Z |
| format | Article |
| id | mit-1721.1/130533 |
| institution | Massachusetts Institute of Technology |
| language | English |
| last_indexed | 2024-09-23T09:34:05Z |
| publishDate | 2021 |
| publisher | Elsevier BV |
| record_format | dspace |
| spelling | mit-1721.1/1305332022-09-26T12:19:32Z Consumer privacy and the future of data-based innovation and marketing Bleier, Alexander Goldfarb, Avi Tucker, Catherine Elizabeth Sloan School of Management 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. 2021-04-27T18:52:41Z 2021-04-27T18:52:41Z 2020-09 2019-05 2021-04-12T14:54:27Z Article http://purl.org/eprint/type/JournalArticle 0167-8116 https://hdl.handle.net/1721.1/130533 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. en http://dx.doi.org/10.1016/j.ijresmar.2020.03.006 International Journal of Research in Marketing Creative Commons Attribution-NonCommercial-NoDerivs License http://creativecommons.org/licenses/by-nc-nd/4.0/ application/pdf Elsevier BV SSRN |
| spellingShingle | Bleier, Alexander Goldfarb, Avi Tucker, Catherine Elizabeth Consumer privacy and the future of data-based innovation and marketing |
| title | Consumer privacy and the future of data-based innovation and marketing |
| title_full | Consumer privacy and the future of data-based innovation and marketing |
| title_fullStr | Consumer privacy and the future of data-based innovation and marketing |
| title_full_unstemmed | Consumer privacy and the future of data-based innovation and marketing |
| title_short | Consumer privacy and the future of data-based innovation and marketing |
| title_sort | consumer privacy and the future of data based innovation and marketing |
| url | https://hdl.handle.net/1721.1/130533 |
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