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    • Faculty Publications  (24)

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    • All HBS Web  (143)
      • Faculty Publications  (24)

      Consumer Privacy Remove Consumer Privacy →

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      • November 2023
      • Technical Note

      Customer Data Privacy

      By: Eva Ascarza and Ta-Wei Huang
      This note provides an overview of the evolving landscape of customer data privacy in 2023. It highlights two pivotal aspects that make privacy a central concern for businesses: building and maintaining customer trust and navigating the intricate regulatory...  View Details
      Keywords: Retail Industry; Technology Industry; Financial Services Industry; Telecommunications Industry
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      Ascarza, Eva, and Ta-Wei Huang. "Customer Data Privacy." Harvard Business School Technical Note 524-005, November 2023.
      • January 2023
      • Supplement

      Apple: Privacy vs. Safety (B)

      By: Henry McGee, Nien-hê Hsieh and Christian Godwin
      In 2020, as the COVID-19 pandemic swept across the globe, Apple and Google partnered to develop a contact tracing application that would collect information about users infected with the disease and notify those who they had been in contact with. While Apple/Google’s...  View Details
      Keywords: Iphone; Encryption; Data Privacy; Customers; Customer Focus and Relationships; Decision Making; Ethics; Values and Beliefs; Globalized Firms and Management; Government and Politics; Health; Health Pandemics; Leadership; Markets; Safety; Social Issues; Information Technology; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States; Europe
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      McGee, Henry, Nien-hê Hsieh, and Christian Godwin. "Apple: Privacy vs. Safety (B)." Harvard Business School Supplement 323-066, January 2023.
      • August 2022
      • Article

      The Bulletproof Glass Effect: Unintended Consequences of Privacy Notices

      By: Aaron R. Brough, David A. Norton, Shannon L. Sciarappa and Leslie K. John
      Drawing from a content analysis of publicly traded companies’ privacy notices, a survey of managers, a field study, and five online experiments, this research investigates how consumers respond to privacy notices. A privacy notice, by placing legally enforceable limits...  View Details
      Keywords: Choice; Purchase Intent; Privacy; Privacy Notices; Warnings; Assurances; Information Disclosure; Trust; Consumer Behavior; Spending; Decisions; Information; Communication
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      Brough, Aaron R., David A. Norton, Shannon L. Sciarappa, and Leslie K. John. "The Bulletproof Glass Effect: Unintended Consequences of Privacy Notices." Journal of Marketing Research (JMR) 59, no. 4 (August 2022): 739–754.
      • June 29, 2022
      • Other Article

      Strategic Complexity? Using Experiments to Understand and Overcome Obfuscation

      By: Michael Luca, Ginger Zhe Jin and Daniel Martin
      Credit card companies must decide what product features to disclose to consumers, such as payment schedules, penalties, and fees--and also whether to present them clearly or bury them in the fine print. Firms face similar choices in settings ranging from privacy...  View Details
      Keywords: Obfuscation; Credit Cards; Strategic Incentives; Complexity; Agreements and Arrangements; Customers; Consumer Behavior; Financial Services Industry
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      Luca, Michael, Ginger Zhe Jin, and Daniel Martin. "Strategic Complexity? Using Experiments to Understand and Overcome Obfuscation." Management Science Review (June 29, 2022). (Summary of "Complex Disclosure," Management Science, May 2022.)
      • October 19, 2021
      • Article

      The Facebook Trap

      By: Andy Wu
      Facebook has a clear mission: Connect everyone in the world. Clarity is good, but in Facebook’s case, it has also put the company in a bind because the mission—and the company’s vision for creating value through network effects—has also become the source of its biggest...  View Details
      Keywords: Business And Society; Mission and Purpose; Network Effects; Value Creation; Corporate Accountability; Strategy
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      Wu, Andy. "The Facebook Trap." Harvard Business Review Digital Articles (October 19, 2021).
      • April 2021
      • Case

      Social Media War 2021: Snap vs. Facebook vs. TikTok

      By: David B. Yoffie and Daniel Fisher
      This case explores the competitive war between Snap, Facebook, and TikTok in 2021. The strategic focus is on Snapchat: how should it respond to the emergence of TikTok, and how should it compete with the dominant competitor in its space—Facebook. The case examines...  View Details
      Keywords: Strategy Development; Competitor Analysis; Strategy; Network Effects; Competitive Strategy; Decision Choices and Conditions; Social Media
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      Yoffie, David B., and Daniel Fisher. "Social Media War 2021: Snap vs. Facebook vs. TikTok." Harvard Business School Case 721-443, April 2021.
      • February 2021
      • Case

      Apple: Privacy vs. Safety (A)

      By: Henry McGee, Nien-hê Hsieh, Sarah McAra and Christian Godwin
      In 2015, Apple CEO Tim Cook debuted the iPhone 6S with enhanced security measures that enflamed a debate on privacy and public safety around the world. The iPhone 6S, amid a heightened concern for privacy following the 2013 revelation of clandestine U.S. surveillance...  View Details
      Keywords: Iphone; Encryption; Data Privacy; Customers; Customer Focus and Relationships; Decision Making; Ethics; Values and Beliefs; Globalized Firms and Management; Government and Politics; National Security; Law; Law Enforcement; Leadership; Markets; Safety; Social Issues; Corporate Social Responsibility and Impact; Civil Society or Community; Mobile and Wireless Technology; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States; China; Hong Kong
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      McGee, Henry, Nien-hê Hsieh, Sarah McAra, and Christian Godwin. "Apple: Privacy vs. Safety (A)." Harvard Business School Case 321-004, February 2021.
      • January 2021 (Revised May 2021)
      • Case

      Amazon Shopper Panel: Paying Customers for Their Data

      By: Eva Ascarza and Ayelet Israeli
      This case introduces a new Amazon program that has consumers upload their receipts from transactions outside of Amazon, in exchange for money. Through the discussion, the case aims to explore issues in customers’ privacy in the digital age, the value of customers’ own...  View Details
      Keywords: Data Analytics; Data Privacy; Data Management; "Marketing Analytics"; Marketing Communication; Marketing Research; Data-driven Management; E-Commerce Strategy; Ethical Decision Making; CRM; Consumer Protection; Targeted Advertising; Targeted Policies; Data Ownership; Marketing; Research; Marketing Communications; Analytics and Data Science; Management; Customer Relationship Management; Ethics; E-commerce; Retail Industry; Technology Industry; United States
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      Ascarza, Eva, and Ayelet Israeli. "Amazon Shopper Panel: Paying Customers for Their Data." Harvard Business School Case 521-058, January 2021. (Revised May 2021.)
      • August 2020
      • Article

      Strategies for Managing the Privacy Landscape

      By: Ramon Casadesus-Masanell and Andres Hervas-Drane
      Firms use consumer personal information to improve their products and services. Personal information is open to misuse, however, and when exploited for undesired or unexpected purposes reduces consumer’s trust in the firm and their willingness to provide personal...  View Details
      Keywords: Consumer Privacy; Privacy Threats; Strategy Framework; Strategy Interactions; Customers; Information; Management; Strategy; Technology Industry
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      Casadesus-Masanell, Ramon, and Andres Hervas-Drane. "Strategies for Managing the Privacy Landscape." Long Range Planning 53, no. 4 (August 2020).
      • August 2019 (Revised February 2020)
      • Teaching Note

      Sidewalk Labs: Privacy in a City Built from the Internet Up

      By: Leslie John and Mitch Weiss
      Email mking@hbs.edu for a courtesy copy.

      The case serves as a microcosm of issues of digital privacy: the availability of data – personal data in particular – has tremendous potential to improve people’s lives...  View Details
      Keywords: Privacy; Privacy By Design; Privacy Regulation; Platforms; Data; Data Security; Behavioral Science; Analytics and Data Science; Safety; Entrepreneurship; Business and Government Relations; Consumer Behavior; Digital Platforms
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      John, Leslie, and Mitch Weiss. "Sidewalk Labs: Privacy in a City Built from the Internet Up." Harvard Business School Teaching Note 820-023, August 2019. (Revised February 2020.) (Email mking@hbs.edu for a courtesy copy.)
      • Article

      Why Am I Seeing This Ad? The Effect of Ad Transparency on Ad Effectiveness

      By: Tami Kim, Kate Barasz and Leslie K. John
      Given the increasingly specific ways marketers can target ads, many consumers and regulators are demanding ad transparency: disclosure of how consumers’ personal information was used to generate ads. We investigate how and why ad transparency impacts ad effectiveness....  View Details
      Keywords: Digital Marketing; Customization and Personalization; Information; Trust; Performance Effectiveness
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      Kim, Tami, Kate Barasz, and Leslie K. John. "Why Am I Seeing This Ad? The Effect of Ad Transparency on Ad Effectiveness." Journal of Consumer Research 45, no. 5 (February 2019): 906–932.
      • October 2018 (Revised July 2019)
      • Case

      Sidewalk Labs: Privacy in a City Built from the Internet Up

      By: Leslie K. John, Mitchell Weiss and Julia Kelley
      Email mking@hbs.edu for a courtesy copy.

      By the time Dan Doctoroff, CEO of Sidewalk Labs, began hosting a Reddit “Ask Me Anything” session in January 2018, he had only nine months remaining to convince the people...  View Details
      Keywords: Public Entrepreneurship; Govtech; CivicTech; Smart Cities; City Innovation; Government Innovation; Privacy; Sidewalk Labs; Dan Doctoroff; Entrepreneurship; Public Sector; Consumer Behavior; Governance; Business and Government Relations; Innovation and Invention; Technology Industry; Public Administration Industry; Transportation Industry; Real Estate Industry; Canada
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      John, Leslie K., Mitchell Weiss, and Julia Kelley. "Sidewalk Labs: Privacy in a City Built from the Internet Up." Harvard Business School Case 819-024, October 2018. (Revised July 2019.) (Email mking@hbs.edu for a courtesy copy.)
      • January–February 2018
      • Article

      Ads That Don't Overstep: How to Make Sure You Don't Take Personalization Too Far

      By: Leslie John, Tami Kim and Kate Barasz
      Data gathered on the web has vastly enhanced the capabilities of marketers. With people regularly sharing personal details online and internet cookies tracking every click, companies can now gain unprecedented insight into individual consumers and target them with...  View Details
      Keywords: Digital Marketing; Customization and Personalization; Information; Customers; Attitudes
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      John, Leslie, Tami Kim, and Kate Barasz. "Ads That Don't Overstep: How to Make Sure You Don't Take Personalization Too Far." Harvard Business Review 96, no. 1 (January–February 2018): 62–69.
      • January 2015
      • Article

      Competing with Privacy

      By: Ramon Casadesus-Masanell and Andres Hervas-Drane
      We analyze the implications of consumer privacy for competition in the marketplace. We consider a market where firms set prices and disclosure levels for consumer information, and consumers observe both before deciding which firm to patronize and how much information...  View Details
      Keywords: Information Acquisition; Information Disclosure; Online Privacy; Privacy Regulation; Information; Rights; Internet and the Web; Competition; Internet and the Web; Corporate Disclosure; Ethics; Knowledge Acquisition
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      Casadesus-Masanell, Ramon, and Andres Hervas-Drane. "Competing with Privacy." Management Science 61, no. 1 (January 2015): 229–246.
      • June 2013
      • Article

      What Is Privacy Worth?

      By: Alessandro Acquisti, Leslie K. John and George Loewenstein
      Understanding the value that individuals assign to the protection of their personal data is of great importance for business, law, and public policy. We use a field experiment informed by behavioral economics and decision research to investigate individual privacy...  View Details
      Keywords: Safety; Rights; Valuation; Ethics; Identity
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      Acquisti, Alessandro, Leslie K. John, and George Loewenstein. "What Is Privacy Worth?" Journal of Legal Studies 42, no. 2 (June 2013): 249–274.
      • April 2012
      • Article

      The Impact of Relative Standards on the Propensity to Disclose

      By: Alessandro Acquisti, Leslie John and George Loewenstein
      Two sets of studies illustrate the comparative nature of disclosure behavior. The first set investigates how divulgence is affected by signals about others' readiness to divulge. Study 1A shows a "herding" effect, such that survey respondents are more willing to...  View Details
      Keywords: Rights; Surveys; Management Practices and Processes; Ethics; Corporate Disclosure; Judgments; Consumer Behavior; Standards
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      Acquisti, Alessandro, Leslie John, and George Loewenstein. "The Impact of Relative Standards on the Propensity to Disclose." Journal of Marketing Research (JMR) 49, no. 2 (April 2012): 160–174.
      • November 2004
      • Case

      The Electronic Product Code: Future Impact on the Global Food System

      By: Ray A. Goldberg and James Weber
      The Electronic Product Code (EPC) is a successor to the Uniform Product Code and will improve the efficiency and traceability of the global food system. This case focuses on how best to implement this new system and respect the privacy of the ultimate consumer, and the...  View Details
      Keywords: Information; Rights; Ethics; Consumer Behavior; Management Systems; Technology Adoption; Innovation and Invention; Food and Beverage Industry
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      Goldberg, Ray A., and James Weber. "The Electronic Product Code: Future Impact on the Global Food System." Harvard Business School Case 905-409, November 2004.
      • January 1995 (Revised November 1996)
      • Case

      Avalon Information Services, Inc.

      By: Lynn S. Paine and Wilda White
      The Privacy Review Committee of Avalon Information Services must decide how to deal with concerns voiced by its retail supermarket customers about the privacy of consumer data collected through Avalon's point-of-sale data collection program. One customer is proposing...  View Details
      Keywords: Mission and Purpose; Safety; Demand and Consumers; Rights; Analytics and Data Science; Information Technology; Ethics; Information Industry
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      Paine, Lynn S., and Wilda White. "Avalon Information Services, Inc." Harvard Business School Case 395-036, January 1995. (Revised November 1996.)
      • December 1994 (Revised May 1999)
      • Case

      3M Optical Systems: Managing Corporate Entrepreneurship

      By: Christopher A. Bartlett and Afroze A Mohammed
      A middle-level division manager must decide whether he should support an investment request for a third attempt at launching a new product developed by a struggling business unit. Describes the long, difficult process by which the unit has developed the product--a...  View Details
      Keywords: Managerial Roles; Decision Choices and Conditions; Corporate Entrepreneurship; Product Launch; Problems and Challenges; Product Development; Consumer Products Industry
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      Bartlett, Christopher A., and Afroze A Mohammed. "3M Optical Systems: Managing Corporate Entrepreneurship." Harvard Business School Case 395-017, December 1994. (Revised May 1999.)
      • Research Summary

      Anonymity and Identity

      By: John A. Deighton
      In most consumer markets, consumers are accustomed to operating in relative anonymity. A complex social adjustment is occurring as people realize that anonymity is often no longer their default condition - it must be sought and in some cases bought. New conceptions of...  View Details
      Keywords: Privacy; Anonymity
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