Data-Driven Strategies: Balancing Growth, Privacy and Consumer Trust

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School of Business | Bachelor's thesis
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Date

2024

Department

Tieto- ja palvelujohtamisen laitos

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Mcode

Degree programme

Tieto- ja palvelujohtaminen

Language

en

Pages

45

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Abstract

In recent years, mass data collection and analysis of data have fundamentally changed the relationship between companies and consumers. Companies now utilize highly data-driven strategies, and they have become a cornerstone of various business activities. On the flip side, this increased reliance on data introduces new and interesting challenges regarding consumer trust, privacy and the risk of eroding them. This thesis explores the balance of how companies can strive to work towards achieving their organizational objectives, such as growth, via the use of data-driven strategies, while respecting consumer trust and privacy. The findings provide insights from both managerial and theoretical perspectives, analysing the trade-offs companies might have to face regarding data utility and consumer privacy. This thesis aims to contribute to the existing pool of literature regarding responsible data utilization all while leveraging data as a strategic asset.

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Thesis advisor

Çelik, Burak

Keywords

data-driven strategies, big data, consumer privacy, consumer trust, data analytics

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https://urn.fi/URN:NBN:fi:aalto-202501261854

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[kand] Kauppakorkeakoulu / BIZ