Datenschutzorientierung - eine relevante strategische Ausrichtung?
Journal
Marketing-Delta Programm
Type
presentation
Date Issued
2022-03-24
Author(s)
Research Team
Institute for Marketing and Customer Insights - Prof. Dr. Marcus Schögel
Abstract (De)
Der Schutz von Kundendaten ist einer der meistdiskutierten und am wenigsten konzeptionell umgesetzten Themenbereiche des strategischen Marketings. Dass Marketeers und ihre Kundschaft sich in den kommenden Jahren stärker mit der Datensammlung, -nutzung und -speicherung aus Kundensicht beschäftigen muss, liegt auf der Hand. Doch welche Datenschutzpositionierungen bieten sich für Unternehmen an und warum sollte das Marketing in das Heft in der Hand haben? In einem 75 Minuten Workshop lernen die Teilnehmenden, warum Datenschutz für Marketers wichtig ist, und wie Sie die Datenschutzorientierung und Positionierung des eigenen Unternehmens beurteilen können.
Language
German
HSG Classification
contribution to practical use / society
HSG Profile Area
Global Center for Customer Insight
Publisher
Institut für Marketing und Customer Insight
Publisher place
Marketing-Delta Programm
Volume
1 / 2022
Start page
1
End page
37
Pages
36
Event Title
Marketing Delta
Event Location
Hotel Einstein, St. Gallen
Event Date
23.03.2022 - 24.03.2022
Division(s)
Contact Email Address
mauro.gotsch@unisg.ch
References
Acquisti, A., & Grossklags, J. (2005). Privacy and Rationality. In Privacy and Technologies of Identity (pp. 15–29). https://doi.org/10.1007/0-387-28222-x_2
Cisco. (2019). Consumer Privacy Survey - The growing imperative of getting data privacy right. Retrieved from https://www.cisco.com/c/dam/en/us/products/collateral/security/cybersecurity-series-2019-cps.pdf
Clinch, M. (2014, September 18). Apple’s Tim Cook takes a swipe at Google, Facebook. CNBC. Retrieved from https://www.cnbc.com/2014/09/18/apples-tim-cook-takes-a-swipe-at-google-facebook.html
Culnan, M. J., & Armstrong, P. K. (1999). Information Privacy Concerns, Procedural Fairness, and Impersonal Trust: An Empirical Investigation. Organization Science, 10(1), 104–115. https://doi.org/10.1287/orsc.10.1.104
Gotsch, M. (2020). Was hat das Marketing nach 2 Jahren DSGVO gelernt? Swiss Marketing Review, (6), 4–9.
Gotsch, M., & Berger, M. DSGVO Umfrage Management Pool St. Gallen. , (2020).
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
Gotsch, M., & Schögel, M. (2022). Privacy as Strategy - Ein Framework für das kundenzentrierte Datenmanagement. GfM Forschungsreihe, 2(1), 1–15. Retrieved from https://www.alexandria.unisg.ch/265983/
Kehr, F., Kowatsch, T., Wentzel, D., & Fleisch, E. (2015). Blissfully ignorant: The effects of general privacy concerns, general institutional trust, and affect in the privacy calculus. Information Systems Journal, 25(6), 607–635. https://doi.org/10.1111/isj.12062
Palmatier, R. W., & Martin, K. D. (2019). The Intelligent Marketer’s Guide to Data Privacy. Basingstoke: palgrave macmillan.
Salesforce. (2019). State of the connected customer. San Francisco.
Tufekci, Z. (2018, January 30). The Latest Data Privacy Debacle. Retrieved May 18, 2021, from The New York Times website: https://www.nytimes.com/2018/01/30/opinion/strava-privacy.html [https://perma.cc/JH37-N3FM].
Waldman, A. E. (2020). Cognitive biases, dark patterns, and the “privacy paradox.” Current Opinion in Psychology, 31(2), 105–109. https://doi.org/10.1016/j.copsyc.2019.08.025
Cisco. (2019). Consumer Privacy Survey - The growing imperative of getting data privacy right. Retrieved from https://www.cisco.com/c/dam/en/us/products/collateral/security/cybersecurity-series-2019-cps.pdf
Clinch, M. (2014, September 18). Apple’s Tim Cook takes a swipe at Google, Facebook. CNBC. Retrieved from https://www.cnbc.com/2014/09/18/apples-tim-cook-takes-a-swipe-at-google-facebook.html
Culnan, M. J., & Armstrong, P. K. (1999). Information Privacy Concerns, Procedural Fairness, and Impersonal Trust: An Empirical Investigation. Organization Science, 10(1), 104–115. https://doi.org/10.1287/orsc.10.1.104
Gotsch, M. (2020). Was hat das Marketing nach 2 Jahren DSGVO gelernt? Swiss Marketing Review, (6), 4–9.
Gotsch, M., & Berger, M. DSGVO Umfrage Management Pool St. Gallen. , (2020).
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
Gotsch, M., & Schögel, M. (2022). Privacy as Strategy - Ein Framework für das kundenzentrierte Datenmanagement. GfM Forschungsreihe, 2(1), 1–15. Retrieved from https://www.alexandria.unisg.ch/265983/
Kehr, F., Kowatsch, T., Wentzel, D., & Fleisch, E. (2015). Blissfully ignorant: The effects of general privacy concerns, general institutional trust, and affect in the privacy calculus. Information Systems Journal, 25(6), 607–635. https://doi.org/10.1111/isj.12062
Palmatier, R. W., & Martin, K. D. (2019). The Intelligent Marketer’s Guide to Data Privacy. Basingstoke: palgrave macmillan.
Salesforce. (2019). State of the connected customer. San Francisco.
Tufekci, Z. (2018, January 30). The Latest Data Privacy Debacle. Retrieved May 18, 2021, from The New York Times website: https://www.nytimes.com/2018/01/30/opinion/strava-privacy.html [https://perma.cc/JH37-N3FM].
Waldman, A. E. (2020). Cognitive biases, dark patterns, and the “privacy paradox.” Current Opinion in Psychology, 31(2), 105–109. https://doi.org/10.1016/j.copsyc.2019.08.025
Eprints ID
266105
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