Consumer Privacy and the Future of Data-Based Innovation and Marketing

45 Pages Posted: 1 May 2020

See all articles by Alexander Bleier

Alexander Bleier

Frankfurt School of Finance & Management

Avi Goldfarb

University of Toronto - Rotman School of Management

Catherine E. Tucker

Massachusetts Institute of Technology (MIT) - Management Science (MS)

Date Written: March 18, 2020

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.

Keywords: Privacy, Contextual Integrity, Marketing, Innovation

Suggested Citation

Bleier, Alexander and Goldfarb, Avi and Tucker, Catherine E., Consumer Privacy and the Future of Data-Based Innovation and Marketing (March 18, 2020). Available at SSRN: https://ssrn.com/abstract=3570156 or http://dx.doi.org/10.2139/ssrn.3570156

Alexander Bleier (Contact Author)

Frankfurt School of Finance & Management ( email )

Adickesallee 32-34
Frankfurt am Main, 60322
Germany

Avi Goldfarb

University of Toronto - Rotman School of Management ( email )

105 St. George Street
Toronto, Ontario M5S 3E6 M5S1S4
Canada
416-946-8604 (Phone)
416-978-5433 (Fax)

Catherine E. Tucker

Massachusetts Institute of Technology (MIT) - Management Science (MS) ( email )

100 Main St
E62-536
Cambridge, MA 02142
United States

HOME PAGE: http://cetucker.scripts.mit.edu

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