[go: up one dir, main page]
IDEAS home Printed from https://ideas.repec.org/a/vrs/gfkmir/v13y2021i1p36-41n6.html
   My bibliography  Save this article

Ghosts in the Dark: How to Prepare for Times of Hyper-Privacy

Author

Listed:
  • Thomaz Felipe

    (Associate Professor of Marketing, Saïd Business School, University of Oxford, England)

Abstract
Even the dark web has its bright sides because it can be used as an unregulated testbed for technologies that will eventually appear on the surface. Also, it is a useful place to study consumer privacy and have a view of what the surface world might look like under an extreme level of consumer data protection. In such a world, even our best customers might look like never-before-seen individuals, until they decide to reveal themselves. If there is trust, and a worthwhile value exchange, consumers might be willing to share their data and not enact all of the hyper-privacy available to them. To seize the opportunities, companies should take stock of their customer relationships, hone their data needs, and learn what information is critical, advantageous, or irrelevant for their context. They should implement initiatives that drive choice carefully, in a trustful relationship.

Suggested Citation

  • Thomaz Felipe, 2021. "Ghosts in the Dark: How to Prepare for Times of Hyper-Privacy," NIM Marketing Intelligence Review, Sciendo, vol. 13(1), pages 36-41, May.
    • Handle: RePEc:vrs:gfkmir:v:13:y:2021:i:1:p:36-41:n:6
    DOI: 10.2478/nimmir-2021-0006
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/nimmir-2021-0006
    Download Restriction: no
    File URL: https://libkey.io/10.2478/nimmir-2021-0006?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:gfkmir:v:13:y:2021:i:1:p:36-41:n:6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.