Organizational Privacy Orientation - Datenschutzorientierung messbar machen
Journal
Marketing Tag St. Gallen
Type
conference poster
Date Issued
2022-09-09
Author(s)
Research Team
Prof. Dr. Marcus Schögel
Abstract (De)
Immer mehr Unternehmen stehen kommerzielle Datenverarbeitungsmöglichkeiten zur Verfügung. Dementsprechend wird die Demonstration von datenschutzfreundlichen Marketingstrategien zu einem wesentlichen Bestandteil des Wertversprechens eines Unternehmens. Bislang hat jedoch noch keine Studie alle organisatorischen Aspekte operationalisiert, die die Marketingstrategie eines Unternehmens als datenschutzorientiert einstufen könnten. In diesem Beitrag wird daher ein Überblick über eine Reihe von fünf Studien vorgestellt und eine Selbsteinschätzungsskala entwickelt, mit der die Datenschutzorientierung von Unternehmen ganzheitlich gemessen werden könnte. Erste Implikationen werden diskutiert.
Language
German
Keywords
Privacy strategy
information privacy
marketing strategy
scale development
HSG Classification
contribution to scientific community
HSG Profile Area
Global Center for Customer Insight
Publisher
Institut für Marketing und Customer Insight
Publisher place
Universität St. Gallen
Start page
1
End page
1
Pages
1
Event Title
Marketing Tag St. Gallen
Event Location
Weiterbildungszentrum Holzweid
Event Date
09.09.2022
Official URL
Division(s)
Contact Email Address
mauro.gotsch@unisg.ch
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