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Who owns the online consumer?

Who owns the online consumer? Powerful emerging technologies, fierce competition in the marketplace, more sophisticated consumers and the relentless drive for higher corporate earnings are at the root of online consumers’ information privacy concerns. The issue of consumer privacy could be a defining element in the battle for the ownership of online consumers. Businesses have a choice in how they respond to this matter. They can see it as a threat and simply react defensively. Or they can treat this as an opportunity and be proactive in maximizing the gains. Clearly, businesses that add value to their offerings by leveraging Internet technology in coordination with a proactive policy to preserve consumer privacy will be the success stories of the future. The goal of this research is to identify the strategic and tactical opportunities created by online consumers’ privacy concerns. Approaches to treating the privacy concerns as a source of competitive advantage are clearly discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Who owns the online consumer?

Paul R. Prabhaker
Journal of Consumer Marketing , Volume 17 (2): 14 – Apr 1, 2000
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16 pages

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363760010317213
Publisher site
See Article on Publisher Site

Abstract

Powerful emerging technologies, fierce competition in the marketplace, more sophisticated consumers and the relentless drive for higher corporate earnings are at the root of online consumers’ information privacy concerns. The issue of consumer privacy could be a defining element in the battle for the ownership of online consumers. Businesses have a choice in how they respond to this matter. They can see it as a threat and simply react defensively. Or they can treat this as an opportunity and be proactive in maximizing the gains. Clearly, businesses that add value to their offerings by leveraging Internet technology in coordination with a proactive policy to preserve consumer privacy will be the success stories of the future. The goal of this research is to identify the strategic and tactical opportunities created by online consumers’ privacy concerns. Approaches to treating the privacy concerns as a source of competitive advantage are clearly discussed.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Apr 1, 2000

Keywords: Consumer marketing; Consumer behaviour; Internet; Disclosure; Privacy

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