Advanced
search

To read this content please select one of the options below:

Co‐managing online privacy: a call for joint ownership

Oswald A. J. Mascarenhas (Charles H. Kellstadt Professor of Marketing, College of Business Administration, University of Detroit Mercy, Detroit, Michigan, USA)
Ram Kesavan (Professor of Marketing, College of Business Administration, University of Detroit Mercy, Detroit, Michigan, USA)
Michael D. Bernacchi (Professor of Marketing, College of Business Administration, University of Detroit Mercy, Detroit, Michigan, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 December 2003

2717

Abstract

Argues that online privacy rights of consumers are not absolute rights but joint ownership privileges they share with online marketers. Consumers can voluntarily transfer these privileges to online marketers under certain mutually agreeable conditions. Accordingly, online marketers can facilitate, motivate and compensate such transfers by designing various innovative personalization strategies that, rather than jeopardize the privacy privileges of consumers, would benefit them. Technology and society can progress only through such partnerships. Cites two consistently successful net companies, Dell and eBay, as examples of such partnered personalizations.

Keywords

Citation

Mascarenhas, O.A.J., Kesavan, R. and Bernacchi, M.D. (2003), "Co‐managing online privacy: a call for joint ownership", Journal of Consumer Marketing, Vol. 20 No. 7, pp. 686-702. https://doi.org/10.1108/07363760310506201

Publisher

:

MCB UP Ltd

Copyright © 2003, MCB UP Limited

Related articles

Manage cookies

We’re listening — tell us what you think

Join us on our journey