Privacy Positioning - Kundenzentrierung im Umgang mit Kundendaten
Journal
Marketing Delta Programme
Type
presentation
Date Issued
2023-06-05
Author(s)
Mauro Gotsch
Editor(s)
Mauro Gotsch
Research Team
Mauro Gotsch
Abstract
In der heutigen datengesteuerten Welt gewinnt der Datenschutz immer mehr an Bedeutung. In dieser Präsentation mit dem Titel "Privacy Positioning - Kundenzentrierung im Umgang mit Kundendaten" werfen wir einen genauen Blick auf das Thema Datenschutz im Marketingkontext. Zu Beginn adressieren wir das Problem und erklären, warum Datenschutz in der Tat ein Marketingproblem ist. Darauf folgend stellen wir das Konzept der Datenschutzorientierung vor und beleuchten, wie wir es messen können. Mit der Grundlage dieser Informationen schlagen wir eine Strategie vor, um ein Unternehmen optimal in Bezug auf Datenschutz zu positionieren. Am Ende diskutieren wir praktische Schritte, die sofort umgesetzt werden können, um die Datenschutzpraktiken zu verbessern und gleichzeitig die Kundenorientierung zu gewährleisten.
Abstract (De)
In today's data-driven world, privacy is becoming increasingly important. In this presentation titled "Privacy Positioning - Customer Centricity in Handling Customer Data," we take a close look at the subject of privacy in a marketing context. Initially, we address the problem and explain why privacy is indeed a marketing issue. Following this, we introduce the concept of privacy positioning and explore how we can measure it. Armed with this information, we propose a strategy for optimally positioning a company with respect to privacy. In conclusion, we discuss practical steps that can be implemented immediately to improve privacy practices while ensuring customer centricity.
Language
German
Keywords
Datenschutz
Positionierung
Marketing Management
Privacy
Publisher
Fachhochschule Graubünden
Publisher place
Chur
Start page
1
End page
51
Pages
51
Event Title
Marketing Delta Konferenz
Event Location
St. Gallen
Event Date
05.06.2023
URL
Subject(s)
Division(s)
Contact Email Address
mauro.gotsch@unisg.ch
References
Cisco. (2019). Consumer Privacy Survey - The growing imperative of getting data privacy right. https://www.cisco.com/c/dam/en/us/products/collateral/security/cybersecurity-series-2019-cps.pdf Fast, N. J., & Jago, A. S. (2020). Privacy matters… or does It? Algorithms, rationalization, and the erosion of concern for privacy. Current Opinion in Psychology, 31(2), 44–48. https://doi.org/10.1016/j.copsyc.2019.07.011 Friesenecker, M., Gotsch, M. L., & Schögel, M. (2022). Knowing is Half the Battle The Influence of Marketers’ Privacy Literacy on SMEs’ Privacy Orientation. Marketing Review St. Gallen, 2, 36–43. Gebhardt, J. (2019, May). GDPR, One Year Out. Curiosity at Work. https://www.surveymonkey.com/curiosity/gdpr-one-year-out/ Gotsch, M. L. (2020). Was hat das Marketing nach 2 Jahren DSGVO gelernt? Swiss Marketing Review, 6, 4–9. Gotsch, M. L. (2021). The individual and joint effects of data usage control & transparency on customers’ privacy responses. AMA Summer Academic Conference Poster Submission, 1–7. Gotsch, M. L. (2022). Customer Centricity & Datenschutz - Die Geschichte eines Missverständnisses. Marketing Review St. Gallen, 2022(2), 12–19. https://www.alexandria.unisg.ch/265774/ Gotsch, M. L. (2023). Privacy as Strategy - Conceptualization and Implementation of Customer Privacy Orientation. St. Gallen: University of St. Gallen Dissertation. Gotsch, M. L., & Schögel, M. (n.d.). Organizational Privacy Orientation - Scale Development and Validation. Currently under Review at the Journal of Business Research, 1–35. Gotsch, M. L., & Schögel, M. (2021). Addressing the privacy paradox on the organizational level: review and future directions. Management Review Quarterly 2021, 1–34. https://doi.org/10.1007/S11301-021-00239-4 KPMG. (2021). Corporate Data Responsibility - Bridging the consumer trust gap. Lombardi, D. B., & Ciceri, M. R. (2016). More than defense in daily experience of privacy: The functions of privacy in digital and physical environments. Europe’s Journal of Psychology, 12(1), 115–136. https://doi.org/10.5964/ejop.v12i1.948 Lupiáñez-Villanueva, F., Boluda, A., Bogliacino, F., Liva, G., Lechardoy, L., Rodríguez De Las, T., & Ballell, H. (2022). Behavioural study on unfair commercial practices in the digital environment: dark patterns and manipulative personalisation. Malhotra, A., & Malhotra, C. K. (2011). Evaluating Customer Information Breaches as Service Failures: An Event Study Approach. Journal of Service Research, 14(1), 44–59. https://doi.org/10.1177/1094670510383409 Martin, K. (2018). The penalty for privacy violations: How privacy violations impact trust online. Journal of Business Research, 82, 103–116. https://doi.org/10.1016/J.JBUSRES.2017.08.034 Martin, K. D., & Murphy, P. E. (2017). The role of data privacy in marketing. Journal of the Academy of Marketing Science, 45(2), 135–155. https://doi.org/10.1007/s11747-016-0495-4 Oulasvirta, A., Pihlajamaa, A., Perkiö, J., Ray, D., Vähäkangas, T., Hasu, T., Vainio, N., & Myllymäki, P. (2012). Long-term Effects of Ubiquitous Surveillance in the Home. UbiComp, 41–50. www.contextlogger.org Palmatier, R. W., & Martin, K. D. (2019). The Intelligent Marketer’s Guide to Data Privacy. palgrave macmillan. Quach, S., Thaichon, P., Martin, K. D., Weaven, S., & Palmatier, R. W. (2022). Digital technologies: tensions in privacy and data. Journal of the Academy of Marketing Science, 1–25. https://doi.org/10.1007/S11747-022-00845-Y/TABLES/4 Rapp, J., Hill, R. P., Gaines, J., & Wilson, R. M. (2009). Advertising and Consumer Privacy: Old Practices and New Challenges. Journal of Advertising, 38(4), 51–61. https://doi.org/10.2753/JOA0091-3367380404 Reinsel, D., Gantz, J., & Rydning, J. (2018). The Digitization of the World - From Edge to Core. Salesforce. (2019). State of the connected customer. Slepchuk, A. N., & Milne, G. R. (2020). Informing the design of better privacy policies. Current Opinion in Psychology, 31, 89–93. https://doi.org/10.1016/j.copsyc.2019.08.007 Steinhoff, L., & Martin, K. D. (2022). Putting Data Privacy Regulation into Action: The Differential Capabilities of Service Frontline Interfaces. Journal of Service Research, 0(0). https://doi.org/10.1177/10946705221141925
File(s)