数据隐私是增长战略

FOR YEARS COMPANIES have treated customer data privacy as a defensive necessity, something to manage quietly through legal reviews, compliance checklists, and dense privacy notices. The assumptions were simple: Protect- ing data costs money, slows growth, and limits what firms can do with personal- ization, targeting, and analytics. New research challenges that think- ing. Professors Jordan W. Moffett (Uni- versity of Kentucky), Natalie Chisam (University of Nebraska–Lincoln), Kelly D. Martin (Colorado State University), and Robert W. Palmatier (University of Washington) conducted three studies to better understand how privacy as a strategy affects brand performance. …