Publications
Publications
- October 1991 (Revised June 1996)
- HBS Case Collection
Lotus MarketPlace: Households
By: Lynn S. Paine
Abstract
Managers at Lotus and Equifax must decide what to do about their new jointly developed database and software product Lotus MarketPlace which has been criticized as a threat to individual privacy. The Product, which would allow small businesses to buy targeting mail lists for direct mail marketing, has been under development for about two years and is scheduled for shipment in several months. The case includes information about relevant regulations and ethical standards developed by the direct marketing industry and by Equifax which wishes to be a leader in fair information practices, as well as details about the product and built-in privacy safeguards.
Keywords
Information; Business or Company Management; Rights; Ethics; Marketing Communications; Applications and Software; Product Marketing; Information Technology Industry
Citation
Paine, Lynn S. "Lotus MarketPlace: Households." Harvard Business School Case 392-026, October 1991. (Revised June 1996.)