LINCOLN, Neb — Companies that treat customer privacy as a business strategy instead of a regulatory hurdle can gain a measurable competitive advantage, according to new research led by University of Nebraska–Lincoln marketing professor Natalie Chisam.
The research, published in the Journal of Marketing, found that companies that handle customer data with transparency, care and clear communication can boost customer patronage and improve financial returns through what researchers call “privacy stewardship.” The work draws on large-scale studies and experiments. Co-authors include Jordan W. Moffett of the University of Kentucky, Kelly D. Martin of Colorado State University and Robert W. Palmatier of the University of Washington. The research also will be featured in the May issue of Harvard Business Review.
“Privacy doesn’t have to be a constraint; it can be a catalyst,” Chisam said. “When companies treat privacy as more than a compliance checkbox, framing it as a meaningful commitment to data protection and customer care, they can unlock measurable business results.”…