Was hat das Marketing nach 2 Jahren DSGVO gelernt?
Journal
Swiss Marketing Review
ISSN
1865-6544
Type
journal article
Date Issued
2020-10-30
Author(s)
Research Team
Institut für Marketing
Abstract (De)
Vor zwei Jahren ist mit der Datenschutzgrundverordnung der EU (DSGVO) eine der anspruchsvollsten und umfassendsten Datenschutzbestimmungen aller Zeiten in Kraft getreten. Unternehmen weltweit haben seither ihre Bestimmungen angepasst, um dem Wunsch ihrer Kunden nach mehr Kontrolle über persönliche Daten gerecht zu werden. Doch wie haben Marketers auf diese Änderung reagiert und was haben Unternehmen in den letzten 2 Jahren über Kundenorientierung im Datenschutz gelernt?
Language
German
Keywords
Datenschutz
DSGVO
Marketing
Privacy
Marketing Management
HSG Classification
contribution to practical use / society
Refereed
No
Publisher
Thexis Verlag
Publisher place
St. Gallen
Volume
2020
Number
6
Start page
4
End page
9
Pages
6
Subject(s)
Contact Email Address
mauro.gotsch@unisg.ch
References
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2. Downes, L. GDPR and the End of the Internet’s Grand Bargain. Harv. Bus. Rev. (2018).
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5. Seo, J., Kim, K., Park, M., Park, M. & Lee, K. An Analysis of Economic Impact on IoT Industry under GDPR. Mob. Inf. Syst. 1–6 (2018). doi:10.1155/2018/6792028
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9. Reinsel, D., Gantz, J. & Rydning, J. The Digitization of the World - From Edge to Core. (2018).
10. Salesforce. State of the connected customer. (2019).
11. Cisco. Consumer Privacy Survey - The growing imperative of getting data privacy right. (2019).
12. Wang, H., Lee, M. K. O. & Wang, C. Consumer Privacy Concerns about Internet Marketing. Commun. ACM 41, 63–70 (1998).
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14. Clemons, E. K., Wilson, J. & Jin, F. Investigations into Consumers Preferences Concerning Privacy: An Initial Step Towards the Development of Modern and Consistent Privacy Protections Around the Globe. in 47th Hawaii International Conference on System Science (ed. IEEE) 4083–4092 (2014). doi:10.1109/HICSS.2014.504
15. Goldfarb, A. & Tucker, C. Shifts in Privacy Concerns. 102, 349–353 (2012).
16. Palmatier, R. W. & Martin, K. D. The Intelligent Marketer’s Guide to Data Privacy. (palgrave macmillan, 2019).
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18. Acquisti, A. Privacy in Electronic Commerce and the Economics of Immediate Gratification. in Pre-proceedings to EC’04, May 17-20, New York 1–9 (2004).
19. Barnes, S. B. A privacy paradox: Social Networking in the United States. First Monday 11, (2006).
20. Barth, S. & Jong, M. De. The Privacy Paradox - Investigating Discrepancies between Expressed Privacy Concerns and Actual Online Behavior - A Systematic Literature Review. Telemat. Informatics 34, 1038–1058 (2017).
21. Martin, K. D. & Murphy, P. E. The role of data privacy in marketing. J. Acad. Mark. Sci. 45, 135–155 (2017).
22. Varian, H. R. Economic Apsects of Personal Privacy. Economic Apsects of Personal Privacy (1996).
23. Rapp, J., Hill, R. P., Gaines, J. & Wilson, R. M. Advertising and Consumer Privacy: Old Practices and New Challenges. J. Advert. 38, 51–61 (2009).
24. Milne, G. R., Culnan, M. J. & Greene, H. A Longitudinal Assessment of Online Privacy Notice Readability. J. Public Policy 25, 238–249 (2006).
25. Slepchuk, A. N. & Milne, G. R. Informing the design of better privacy policies. Current Opinion in Psychology 31, 89–93 (2020).
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27. Nouwens, M., Liccardi, I., Veale, M., Karger, D. & Kagal, L. Dark Patterns after the GDPR: Scraping Consent Pop-ups and Demonstrating their Influence. in CHI (ed. Association for Computing Machinery) 1–13 (Association for Computing Machinery, 2020). doi:10.1145/3313831.3376321
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30. Smith, O. The GDPR Racket: Who’s Making Money From This $9bn Business Shakedown. Forbes Mag. (2018).
31. Teixeira, G. A., da Silva, M. M. & Pereira, R. The Critical Success Factors of GDPR Implementation : a Systematic Literature Review. Digit. Policy, Regul. Gov. 21, 402–418 (2020).
32. Shastri, S., Wasserman, M. & Chidambaram, V. The Seven Sins of Personal-Data Processing Systems under GDPR. in 11th USENIX Workshop on Hot Topics in Cloud Computing 1–7 (2019).
33. Linden, T., Khandelwal, R., Harkous, H. & Fawaz, K. The Privacy Policy Landscape After the GDPR. Proc. Priv. Enhancing Technol. 1, 47–64 (2020).
34. DLA Piper. DLA Piper GDPR Data Breach Survey: January 2020. (2020).
35. Herrle, J. & Hirsh, J. The Peril and Potential of the GDPR. Center for Internation Governance Innovation 1–4 (2019).
36. Torre, D. et al. Using Models to Enable Compliance Checking against the GDPR: An Experience Report. in Proceedings - 2019 ACM/IEEE 22nd International Conference on Model Driven Engineering Languages and Systems, MODELS 2019 1–11 (IEEE, 2019). doi:10.1109/MODELS.2019.00-20
37. Vinocur, N. ‘We have a huge problem’: European tech regulator despairs over lack of enforcement - POLITICO. Politico News (2019).
38. Li, H., Yu, L. & He, W. The Impact of GDPR on Global Technology Development. J. Glob. Inf. Technol. Manag. 22, 1–6 (2019).
39. Dehghanpouri, H., Soltani, Z. & Rostamzadeh, R. The impact of trust, privacy and quality of service on the success of E-CRM: the mediating role of customer satisfaction. J. Bus. Ind. Mark. 1–17 (2020). doi:10.1108/JBIM-07-2019-0325
40. Eastlick, M. A., Lotz, S. L. & Warrington, P. Understanding online B-to-C relationships: An integrated model of privacy concerns, trust, and commitment. J. Bus. Res. 59, 877–886 (2006).
41. Featherman, M. S., Miyazaki, A. D. & Sprott, D. E. Reducing online privacy risk to facilitate e-service adoption: The influence of perceived ease of use and corporate credibility. J. Serv. Mark. 24, 219–229 (2010).
42. Wu, K. W., Huang, S. Y., Yen, D. C. & Popova, I. The effect of online privacy policy on consumer privacy concern and trust. Comput. Human Behav. 28, 889–897 (2012).
43. Dinev, T. & Hart, P. An Extended Privacy Calculus Model for E-Commerce Transactions. Inf. Syst. Res. 17, 61–80 (2006).
44. Hui, K., Teo, H. H. & Lee, S.-Y. T. The Value of Privacy Assurance: An Exploratory Field Experiment. MIS Q. 31, 19–33 (2007).
45. Morlok, T. Sharing is (not) caring - The role of external privacy in users’ information disclosure behaviors on social network sites. in PACIS 75–92 (2016).
46. Malhotra, A. & Malhotra, C. K. Evaluating Customer Information Breaches as Service Failures: An Event Study Approach. J. Serv. Res. 14, 44–59 (2011).
47. Martin, K. D., Borah, A. & Palmatier, R. W. Data Privacy: Effects on Customer and Firm Performance. J. Mark. 81, 36–58 (2017).
48. Solove, D. J. Privacy Self-Management and the Consent Dilemma. Harv. Law Rev. 126, 1880–1903 (2013).
49. Acquisti, A. & Varian, H. R. Conditioning Prices on Purchase History. Mark. Sci. 24, 367–381 (2005).
50. Matz, S. C., Appel, R. E. & Kosinski, M. Privacy in the age of psychological targeting. Curr. Opin. Psychol. 31, 116–121 (2020).
51. Gerdes, J. & Hesse, J. Dialogmarketing im Dialog. (Gabler, 2013). doi:10.1007/978-3-658-02000-2
52. Barth, S., de Jong, M. D. T., Junger, M., Hartel, P. H. & Roppelt, J. C. Putting the privacy paradox to the test: Online privacy and security behaviors among users with technical knowledge, privacy awareness, and financial resources. Telemat. Informatics 41, (2019).
53. Gunther, R. E. Peter Drucker-the grandfather of marketing: an interview with Dr. Philip Kotler. J. Acad. Mark. Sci. 37, 17–19 (2009).
2. Downes, L. GDPR and the End of the Internet’s Grand Bargain. Harv. Bus. Rev. (2018).
3. Gilbert, D. Why GDPR is great news for marketers and will create a more efficient data economy – Econsultancy. Econsultancy (2017).
4. Goddard, M. Viewpoint: The EU general data protection regulation (GDPR): European regulation that has a global impact. Int. J. Mark. Res. 59, 703–706 (2017).
5. Seo, J., Kim, K., Park, M., Park, M. & Lee, K. An Analysis of Economic Impact on IoT Industry under GDPR. Mob. Inf. Syst. 1–6 (2018). doi:10.1155/2018/6792028
6. Insight Intelligence. Delade Meningar - Svenska folkets attityder till digital integritet 2020. (2020).
7. Orange. L’Observatoire des usage du digital. (2019).
8. SUSE. 84 Prozent der Teilnehmer in Deutschland halten EU-DSGVO nicht für eine Verbesserung - SUSE Communities. SUSE Newsroom (2019). Available at: https://www.suse.com/c/de/news/suse-umfrage-84-prozent-der-teilnehmer-in-deutschland-halten-eu-dsgvo-nicht-fuer-eine-verbesserung/. (Accessed: 25th September 2020)
9. Reinsel, D., Gantz, J. & Rydning, J. The Digitization of the World - From Edge to Core. (2018).
10. Salesforce. State of the connected customer. (2019).
11. Cisco. Consumer Privacy Survey - The growing imperative of getting data privacy right. (2019).
12. Wang, H., Lee, M. K. O. & Wang, C. Consumer Privacy Concerns about Internet Marketing. Commun. ACM 41, 63–70 (1998).
13. Sarathy, R. & Robertson, C. J. Strategic and Ethical Considerations in Managing Digital Privacy. Source: Journal of Business Ethics 46, (2003).
14. Clemons, E. K., Wilson, J. & Jin, F. Investigations into Consumers Preferences Concerning Privacy: An Initial Step Towards the Development of Modern and Consistent Privacy Protections Around the Globe. in 47th Hawaii International Conference on System Science (ed. IEEE) 4083–4092 (2014). doi:10.1109/HICSS.2014.504
15. Goldfarb, A. & Tucker, C. Shifts in Privacy Concerns. 102, 349–353 (2012).
16. Palmatier, R. W. & Martin, K. D. The Intelligent Marketer’s Guide to Data Privacy. (palgrave macmillan, 2019).
17. Lombardi, D. B. & Ciceri, M. R. More than defense in daily experience of privacy: The functions of privacy in digital and physical environments. Eur. J. Psychol. 12, 115–136 (2016).
18. Acquisti, A. Privacy in Electronic Commerce and the Economics of Immediate Gratification. in Pre-proceedings to EC’04, May 17-20, New York 1–9 (2004).
19. Barnes, S. B. A privacy paradox: Social Networking in the United States. First Monday 11, (2006).
20. Barth, S. & Jong, M. De. The Privacy Paradox - Investigating Discrepancies between Expressed Privacy Concerns and Actual Online Behavior - A Systematic Literature Review. Telemat. Informatics 34, 1038–1058 (2017).
21. Martin, K. D. & Murphy, P. E. The role of data privacy in marketing. J. Acad. Mark. Sci. 45, 135–155 (2017).
22. Varian, H. R. Economic Apsects of Personal Privacy. Economic Apsects of Personal Privacy (1996).
23. Rapp, J., Hill, R. P., Gaines, J. & Wilson, R. M. Advertising and Consumer Privacy: Old Practices and New Challenges. J. Advert. 38, 51–61 (2009).
24. Milne, G. R., Culnan, M. J. & Greene, H. A Longitudinal Assessment of Online Privacy Notice Readability. J. Public Policy 25, 238–249 (2006).
25. Slepchuk, A. N. & Milne, G. R. Informing the design of better privacy policies. Current Opinion in Psychology 31, 89–93 (2020).
26. Milne, G. R. & Boza, M. Trust and concern in consumers’ perceptions of marketing information management practices. J. Interact. Mark. 13, 5–24 (1999).
27. Nouwens, M., Liccardi, I., Veale, M., Karger, D. & Kagal, L. Dark Patterns after the GDPR: Scraping Consent Pop-ups and Demonstrating their Influence. in CHI (ed. Association for Computing Machinery) 1–13 (Association for Computing Machinery, 2020). doi:10.1145/3313831.3376321
28. Ridley-Siegert, T. Data privacy: What the consumer really thinks. J. Direct, Data Digit. Mark. Pract. 17, 30–35 (2015).
29. Manthorpe, R. Wetherspoons just deleted its entire customer email database – on purpose | WIRED UK. Wired (2017).
30. Smith, O. The GDPR Racket: Who’s Making Money From This $9bn Business Shakedown. Forbes Mag. (2018).
31. Teixeira, G. A., da Silva, M. M. & Pereira, R. The Critical Success Factors of GDPR Implementation : a Systematic Literature Review. Digit. Policy, Regul. Gov. 21, 402–418 (2020).
32. Shastri, S., Wasserman, M. & Chidambaram, V. The Seven Sins of Personal-Data Processing Systems under GDPR. in 11th USENIX Workshop on Hot Topics in Cloud Computing 1–7 (2019).
33. Linden, T., Khandelwal, R., Harkous, H. & Fawaz, K. The Privacy Policy Landscape After the GDPR. Proc. Priv. Enhancing Technol. 1, 47–64 (2020).
34. DLA Piper. DLA Piper GDPR Data Breach Survey: January 2020. (2020).
35. Herrle, J. & Hirsh, J. The Peril and Potential of the GDPR. Center for Internation Governance Innovation 1–4 (2019).
36. Torre, D. et al. Using Models to Enable Compliance Checking against the GDPR: An Experience Report. in Proceedings - 2019 ACM/IEEE 22nd International Conference on Model Driven Engineering Languages and Systems, MODELS 2019 1–11 (IEEE, 2019). doi:10.1109/MODELS.2019.00-20
37. Vinocur, N. ‘We have a huge problem’: European tech regulator despairs over lack of enforcement - POLITICO. Politico News (2019).
38. Li, H., Yu, L. & He, W. The Impact of GDPR on Global Technology Development. J. Glob. Inf. Technol. Manag. 22, 1–6 (2019).
39. Dehghanpouri, H., Soltani, Z. & Rostamzadeh, R. The impact of trust, privacy and quality of service on the success of E-CRM: the mediating role of customer satisfaction. J. Bus. Ind. Mark. 1–17 (2020). doi:10.1108/JBIM-07-2019-0325
40. Eastlick, M. A., Lotz, S. L. & Warrington, P. Understanding online B-to-C relationships: An integrated model of privacy concerns, trust, and commitment. J. Bus. Res. 59, 877–886 (2006).
41. Featherman, M. S., Miyazaki, A. D. & Sprott, D. E. Reducing online privacy risk to facilitate e-service adoption: The influence of perceived ease of use and corporate credibility. J. Serv. Mark. 24, 219–229 (2010).
42. Wu, K. W., Huang, S. Y., Yen, D. C. & Popova, I. The effect of online privacy policy on consumer privacy concern and trust. Comput. Human Behav. 28, 889–897 (2012).
43. Dinev, T. & Hart, P. An Extended Privacy Calculus Model for E-Commerce Transactions. Inf. Syst. Res. 17, 61–80 (2006).
44. Hui, K., Teo, H. H. & Lee, S.-Y. T. The Value of Privacy Assurance: An Exploratory Field Experiment. MIS Q. 31, 19–33 (2007).
45. Morlok, T. Sharing is (not) caring - The role of external privacy in users’ information disclosure behaviors on social network sites. in PACIS 75–92 (2016).
46. Malhotra, A. & Malhotra, C. K. Evaluating Customer Information Breaches as Service Failures: An Event Study Approach. J. Serv. Res. 14, 44–59 (2011).
47. Martin, K. D., Borah, A. & Palmatier, R. W. Data Privacy: Effects on Customer and Firm Performance. J. Mark. 81, 36–58 (2017).
48. Solove, D. J. Privacy Self-Management and the Consent Dilemma. Harv. Law Rev. 126, 1880–1903 (2013).
49. Acquisti, A. & Varian, H. R. Conditioning Prices on Purchase History. Mark. Sci. 24, 367–381 (2005).
50. Matz, S. C., Appel, R. E. & Kosinski, M. Privacy in the age of psychological targeting. Curr. Opin. Psychol. 31, 116–121 (2020).
51. Gerdes, J. & Hesse, J. Dialogmarketing im Dialog. (Gabler, 2013). doi:10.1007/978-3-658-02000-2
52. Barth, S., de Jong, M. D. T., Junger, M., Hartel, P. H. & Roppelt, J. C. Putting the privacy paradox to the test: Online privacy and security behaviors among users with technical knowledge, privacy awareness, and financial resources. Telemat. Informatics 41, (2019).
53. Gunther, R. E. Peter Drucker-the grandfather of marketing: an interview with Dr. Philip Kotler. J. Acad. Mark. Sci. 37, 17–19 (2009).
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261328
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